As a consumer, I am not sure Amazon can crack the code on the lipstick challenge: lip shades online never translate at home. Sometimes, you really do need counters and samples...
But the beauty industry might prove unusually resilient to competition from Amazon, thanks in part to brick-and-mortar chains like Ulta, which UBS described as “one of the best growth stories in retail” last year. Indeed, shares of the Fortune 500 company continue to surge with promises of new store openings, a wide-ranging product selection (it sells both luxury and drugstore brands, like Amazon), a strong loyalty program, and continuing investment in beauty tech. Ulta is also the exclusive partner to Kylie Jenner’s wildly successful cosmetics line.
https://qz.com/quartzy/1532447/amazon-wants-to-take-on-beauty-stores-despite-a-huge-disadvantage/
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