Inside Amazon's Holiday Beauty Haul.

Amazon's annual Holiday Beauty Haul, which recently concluded, is a promotional event aimed at attracting shoppers looking for higher-end beauty products. Since its inception in 2021, Amazon has gained a 12 percent market share in the beauty industry. The event features a wide range of participating brands, from well-known names like Dyson and Cover Girl to indie brands. Influencer marketing has played a significant role in the success of the event, with brands like Mario Badescu experiencing a 65 percent increase in sales on Amazon. The Holiday Beauty Haul differs from Amazon's Prime Deal Day in terms of scope and purchase behavior, focusing more on holiday essentials and gifting. Prior to the event, Amazon projected $11 million in savings for shoppers. [Extracted from the article]