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Estée Lauder Takes the Amazon Plunge with Clinique

Published March 27, 2024
Published March 27, 2024

One of the last holdouts on Amazon, The Estée Lauder Companies is finally ready to tap the 100 million unique beauty consumers who shop the marketplace, making its debut with the launch of Clinique on the US Amazon Premium Beauty store. Clinique will mark the first of a few brands within the beauty conglomerate portfolio to open a US Amazon Premium Beauty storefront.

Fabrizio Freda, President and Chief Executive Officer, The Estée Lauder Companies, said, “We are thrilled to be strategically expanding our consumer reach in the US as a select few Estée Lauder Companies brands open dedicated storefronts in Amazon’s fast-growing Premium Beauty destination over the coming months, starting with Clinique today. Clinique launches with its dermatologist guided skincare and makeup products, which can be quickly delivered to consumers’ doorsteps, along with engaging and educational features such as our Clinique skin analysis tool.”

Within the Clinique brand store in Amazon Premium Beauty, customers will be able to discover and learn about the brand’s products—including formulations and clinical testing, product comparisons, and regimen recommendations with the newly created Clinique skin analysis tool. Developed with Clinique’s guiding dermatologists, this interactive questionnaire in Amazon Premium Beauty will custom-fit a skincare regimen for Clinique’s consumers, ensuring a simplified and personalized skincare journey, with recommended products available for purchase on Amazon.

“We are delighted to introduce Clinique to new consumers in the US and make it accessible for the beauty-savvy community in the Amazon Premium Beauty store,” said Michelle Freyre, Global Brand President, Clinique. “This new brand experience will complement the high-touch, in-store experience our consumers already receive with our Clinique consultants in the stores of our long-term retail partners throughout the US. Education has always been an integral part of Clinique, and we are excited to bring this aspect of our brand to Amazon customers in the US.”

The Clinique Amazon assortment will include best sellers such as Dramatically Different Moisturizing Lotion+, Moisture Surge 100H Hydrator, and Clinique Smart Clinical Repair line, as well as makeup bestsellers like Even Better Makeup, High Impact Mascara, and TikTok favorite Almost Lipstick in Black Honey. Clinique Happy, the brand’s iconic fragrance with neurosensory benefits, will also be available.

“Clinique is a beauty brand revered around the world, drawing on a rich heritage of dermatological expertise and beloved across generations of customers,” said Melis del Rey, General Manager, Amazon US Stores Beauty, Baby, and Beauty Technology. “Our collaboration to bring Clinique to Amazon Premium Beauty customers in the US is a result of our shared vision to inspire customers through unique shopping experiences and technology, meeting customers where they are, and helping them to explore and discover all this incredible brand has to offer.”

NielsenIQ data pegs 2023 Amazon beauty sales as growing 27.7% in dollar sales year-over-year. Unlocking the Amazon channel could help offset the sales decline Clinique witnessed during the same period.

Vanessa Kuykendall the COO of market place agency Market Defense
said of the expansion, ”By bringing Clinique to Amazon, Estée Lauder Companies demonstrates a commitment to meeting consumer demands head-on. To us, this is a testament to the power of consumer-driven decisions. Their embrace of Amazon acknowledges that today's consumers are shaping the landscape of where they shop, and underscores Estée Lauder's dedication to listening to consumer preferences, ensuring that accessibility meets authenticity and transparency, and empowering beauty enthusiasts to explore their favorite brands on the platforms and marketplaces they want to shop at. Anticipating this could be a $100 million+ annual channel for Clinique, they'll have extensive consumer data they can tap into for product innovation and marketing strategies, both on and off Amazon This is a significant and exciting move for Estee Lauder."


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