Zalando is the central platform for beauty
Beauty Launched in Sweden
Last month Zalando opened up their Beauty section in Sweden, and this spring, Beauty will also be available in Denmark, Belgium, Italy and France
Beauty fist launched last March in Germany with more than 140 brands and has already grown to over 250 brands. The offering extended to Austria and Poland, and the assortment was broadened to include men’s products – all before the end of 2018. The expanded partnership with the Estée Lauder Companies is a testament to the platforms ability to reach and connect with the consumer, and brings highly desirable brands to the platform.
Selected Markets
All new markets are facing distinct trends, for example, in Sweden there is a strong demand for advanced skincare, particularly in the area of natural or clean beauty products. In Italy, color cosmetics remain a key growth driver for the beauty and personal care industry
Differentiated Offer
To bring as many relevant brands to the customers as possible, Zalando offers a blend of global and local brands, including Estelle & Thild from Sweden, Zarkoperfume from Denmark and French skincare favourite Darphin. On the high end, the expanded partnership with the Estée Lauder Companies is bringing prestige brands into the hands of the consumers.
Beauty Compared To Fashion
A lot is learned through the launches in the previous markets. Beauty logistics is more complex than fashion. As an example, Zalando needs to handle products with expiration dates. Local brand exclusivities also add complexity to launching Beauty in new markets.
Beauty Omni Channel
In July 2018, Zalando officially said hello to its new Beauty Station in the heart of Berlin. Interactivity is one of the key features of the Zalando Beauty Station, where online and offline come together for a fulfilling customer experience.
Customer Interaction
“The Beauty Station is an exciting test platform for us to get to know our beauty customers better and to produce beauty content and tutorials. With the Concept Store, we can offer our customers a curated beauty range and interact with them through our range of services." says Claudia Reth, Vice President Category Specialities at Zalando
Customers visiting the Zalando Beauty Station opening in Berlin