Prestige Beauty Takes Cautious Approach to E-Tailers

A recent analysis from L2 reveals that prestige beauty brands are careful about their e-tail distribution.

According to the report, most prestige brands present fewer than 20% of their offerings through third-party e-tailers in order to control the number and frequency of discounts offered.

For instance, L2 notes, “e-tailers send emails featuring promotions at 1.74x the rate of brands,” while “e-tailer emails offer percentages off products at 3.2x the rate of brands.”

Discounted items may represent excess inventory and may not be presented on the brands’ own sites, according to the analysis.