The Estée Lauder Cos. is following the launch of Clinique on Amazon with Too Faced, which will debut on the platform on June 11.
The brand is part of a growing number of prestige brands cozying up to the platform, with Kiehl’s Since 1851’s global brand president, the expansion offers greater touchpoints with the coveted Gen Z shopper, in addition to other demographics. “We’re experiencing our most rapid growth for the fourth year in a row in Gen Z,” she said.New Book American Legends Chronicles the History of Fragrances, From the Oldest to Calvin Klein's Eternity.
Those categories mirror the products performing well for Clinique on Amazon. The brand’s top sellers on Amazon include Almost Lipstick in Black Honey, as well as Dramatically Different Moisturizing Lotion+ and Moisture Surge 100H Auto Replenishing Hydrator — a handful of Clinique’s heroes. The Amazon storefront for Too Faced will mimic the brand’s whimsical identity. “We’re very playful, we’re like a girlfriend giving you friendly advice,” Simon said. “On the storefront, you can learn as much as you want about the brand, and then dig deeper on the assortment and on all the products. I’ll be curious to see how much of it is a replenishment business, but I know we’re going to get a new customer.
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