Amazon now hosts personalized skincare brand Curology, offering customized treatmentsdirectly to consumers.
Vibe Check: Curious about the latest move from Curology? They're expanding their presence by launching their over-the-counter skin care goods on Amazon, in addition to their wholesale partnership with Target! Let's dive into the deets.
🛍️ Amazon Takeover: Kurology, a popular DTC skin care brand, is now making strides in the e-commerce world by launching 18 of its dermatologist-designed products on Amazon, as of last Friday. This follows their venture into brick-and-mortar retail via a wholesale partnership with Target, which took place back in December 2022.
👩💼 New Leadership: Kurology's CEO, Heather Wallace, recently joined the team in 2022. Prior to this, she held the position of President of the Americas at Revlon.
💰 Stellar Growth: The brand is thriving, achieving profitability in 2022 and generating revenue over $200 million, with a remarkable 75% compound growth rate over the past five years.
🛍️ Aiming High: Despite expecting the Amazon launch to help increase sales beyond their core audience, the company's direct-to-consumer website is predicted to remain the largest driver of their business, with their personalized RX solutions being exclusive to Curology.com.
👍 Following in Footsteps: Many DTC brands, Kurology included, are turning to Amazon as a sales channel, blending their e-commerce presence with Amazon's vast audience. This strategy allows them to maintain brand equity while tapping into Amazon's built-in audience.
Strategies like building a social-to-Amazon pipeline, creating Amazon-exclusive products, and leveraging Amazon Influencer Program participants to drive traffic to their listings are becoming increasingly popular among DTC brands. Additionally, transitioning from 1P vendor relationships to Seller Central accounts allows DTC brands to retain more control over pricing and branding.
With these strategic moves, it's clear that DTC brands are treating Amazon as a hybrid sales channel, rather than viewing it as an either/or choice.
Sources:1. Retail Dive2. Amazon Kinesis3. Forbes4. AdAge5. Business of Fashion
- AI algorithms may help Kurology optimize their Amazon listings for search results, increasing their visibility in the health-and-wellness and skin-care industry.
- The finance sector is keen on observing whether the DTC skincare brand's Amazon launch will result in incremental sales, contributing to their overall business revenue in the retail sector.
- By launching on Amazon, Curology is venturing into the science of digital sales, hoping to tap into the vast audience base of the e-commerce giant and bolster their presence in the business world.
- Kurology's Amazon venture is part of a larger trend in the health-and-wellness industry; DTC brands are increasingly utilizing Amazon as a platform to bolster their business growth, combining their e-commerce presence with the benefits of Amazon's extensive audience.
- Despite expanding to Amazon, Curology plans to maintain their core business model by keeping their personalized RX solutions exclusive to their direct-to-consumer website.
- The launch of Kurology's skincare products on Amazon indicates a shift in their business strategy, demonstrating their commitment to exploring innovative channels for their dermatologist-designed goods.
- With their recent Amazon launch, Kurology, under the leadership of Heather Wallace, is revamping their business approach to tap into the wide-reaching audience of the e-commerce giant and stimulate growth in their health-and-wellness and skin-care industry ventures.
