Beauty & the Best: L’oreal's run on Amazon

The beauty industry has always been in constant transformation with consumers exploring new horizons. The glow of beauty has proven hard to resist, attracting many new companies. It’s fascinating to observe how different brands carve their niches and captivate the hearts of the consumers. Today, we're taking a closer look at L’oreal and how it fared during April to June 2023 on Amazon.

L’oreal’s Cross-Generational Appeal

When it comes to beauty, age isn’t just a number, it’s a factor which shapes our preferences and also gives the beauty brands a free reign to target that. L’oreal seems to have a strong hold on Gen Z’s (1995-present) followed by Gen Y (1980-1994), and Gen X (1960 - 1979). Their products are resonating with these age ranges, reflecting on the brand’s ability to cater to a broad spectrum of preferences across generations.

But wait, Minimalist isn't sitting on the sidelines either. An impressive 80% of Minimalist's products are a hit with Gen Y and Gen Z consumers, showing how the brand has really connected with these age groups.

Getting into Consumer Minds

Let's dig into some numbers, shall we? L'oreal stands out with an average order value of almost 560 INR, suggesting that consumers are willing to invest a bit more in L’oreal products. In comparison, other beauty care brands trail behind with an average order value of 425 INR. This hints at the premium status that L’oreal enjoys among consumers.

These L’oreal favourites range from L’oreal Excellence Creme Permanent Hair Colour in Dark Brown to L’oreal Paris Revitalift Crystal Micro-essence with Salicylic Acid for clear skin which indicates the range of products for the brand's diverse audience. The inclusion of serum in the favourites lists shows the growing trend towards skincare essentials. 

Minimalist, on the other hand, has nailed the serum trend. Most of their top-selling products fall into this category, signalling a shift from serums being an afterthought to becoming a vital part of skincare routines.

Winds of Change

In the vast sea of beauty brands, some are riding the waves of popularity more swiftly than others. Change is afoot in the beauty industry, with emergence of new contenders like WOW Skin Science, Cosrx, Aqualogica, The Derma Co, Cotsoco, Bombay Shaving Company and, ofcourse, Minimalist. It seems like there is a collective eagerness among consumers to experiment with these fresh options, seeking out innovative formulations and unique experiences.  

While L’oreal remains a strong contender, it's facing some tough competition from these up-and-coming brands. These newcomers have managed to carve out their share of the market and capture the attention of beauty enthusiasts, highlighting the evolving tastes of consumers.

In a Nutshell

The beauty landscape is a complex world shaped by consumer preferences, ever-changing trends, and the innovation of brands. L’oreal's established presence and the rise of these new players show just how dynamic this industry can be. As consumers, we're in for an exciting journey as we explore the offerings of both timeless giants and bold newcomers in the beauty and skincare arena. It's a captivating story that continues to unfold in the world of beauty.