The Outnet, sister discount site to Net-a-porter, will add beauty to its e-commerce offerings just in time for the 2015 holiday season. Starting Oct. 25, the online retailer will roll out a campaign that includes 18 high-end beauty brands for sale.
"The challenge is that we're an off-price retailer—and we didn't want to offer off-price beauty," Andres Sosa, director of global sales and marketing at The Outnet, told Women's Wear Daily. "We wanted to see how can we be true to the DNA of everything we do and try and find something exclusive to use that no one else had."
Each beauty kit contains several full-size products and seasonal items ranging in price from $22 to more than $500—with the Natura Bissa skin care set being the most expensive item. Each box retails for 20 to 30 percent less than if the consumer bought each product separately.
The decision to launch beauty products was a result of surveys taken by The Outnet Insiders, a group of 10,000 customers who serve on a panel. The group consists of the top 5 percent of consumers that shop the e-commerce site. Of those surveyed, 88 percent said they regularly purchase luxury beauty brands.
Although the beauty offerings are a special holiday offering and not yet permanent, this year will serve as a test to determine the future.
Several retailers are jumping on the growing consumer interest in beauty boxes. For example, last month Sephora launched a subscription beauty box available for $10 a month, similar to one of the original subscription services, Birchbox, which charges $10 a month (or $110 a year) for delivery of boxes filled with product samples.
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