The make-up queen of YouTube Michelle Phan continues to conquer the beauty vlogging world, adding yet another notch to her beauty belt. The Luxe division of L’Oréal USA is expanding the reach of Phan’s cosmetics brand, em Michelle Phan, by introducing it on e-retailer Amazon’s Luxury Beauty Store site.
L’Oréal launched em last August, and selling was restricted to the US due to supply-chain limitations. In February, myus.com became an exporter, leading to half of the brand’s traffic now coming from outside the US - driven by Canada, Australia, the UK and Vietnam.
President of the L’Oréal Luxe division Carol Hamilton told WWD that the brand, continues to do well on our own e-commerce site. Right now [the brand] is still in the incubation stage.”
According to Hamilton, the reach of Amazon trumps any other reach, and the opening of the store on Amazon will drive traffic to Phan’s own site. We hope this will generate the next wave of consumer trial and take us to phase two.”
em is the first L’Oréal Luxe brand to launch on Amazon’s luxury beauty channel, which has been pursuing prestige brands since October.
The brand is a natural fit for the Amazon Luxury Beauty Store,” says director of beauty and health and personal care for Amazon Chance Wales. The beauty industry is ripe for innovation, especially in terms of digital and social integration on the web.”
Phan and L’Oréal are also pushing ‘phase two’ of the brand, hoping to provide seasonal colour stories by selling the product and including tutorials online.
