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Beauty Primed for Big Day on Amazon

After a 500 percent lift in sales last year, Kiss has earmarked Amazon Prime Day for the launch of new hair appliances.

Amazon Prime Day, which will be celebrated Tuesday, is proving a powerful platform for beauty.

In fact, following last year’s offer of its professional InstaWave hair curler on Amazon Prime day, Kiss Products is back this year with the launch of a new Gold Series hair tool collection.

According to Young Kim, director of Kiss Products Inc.’s Electronic Products Unit, InstaWave sales on Amazon Prime Day last year resulted in a 500 percent increase compared to average weekly sales numbers. “Integrated with our new launch promotion, we anticipate a much higher lift than last year.”

Plus, this year Amazon Prime Day, available to the online giant’s 80 million Prime members (or through a 30-day trial membership), has been extended to 30 hours technically launching the night before (9:00 p.m. EST) the official date of July 11.

“We pinpointed this specific date to maximize our effort to announce our new product launch,” Kim said of the Gold Series that consists of four new tools, A Tourmaline Gold dryer, a comb straightener, an Ionic Smoothing Brush and a Bristle Straightener. He said Kiss has seen expansion of consumers buying online “triggering us to launch on the biggest shopping mall.”

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Kiss won’t be alone in riding on the wave of interest in beauty deals ignited by the third edition of the manufactured holiday.  One of last year’s most buzzed about brands, Neutrogena, is back again with eight items including Rapid Wrinkle Repair and Hydro Boost Gel-Cream for Extra-Dry Skin. Neutrogena’s parent Johnson & Johnson is also serving up two Clean & Clear deals, a special on Aveeno Positively Radiant 60 Second In-Shower Facial and five items from Le Petit Marseillais.

Vichy will be doing 30 percent off a number of specific products and gifts sets as part of the Amazon Luxury Beauty event, the company said. Phyto Paris is offering 30 percent off a two-month supply of its hair and nail dietary supplement called Phytophanere. There are other beauty specials expected, especially in fragrances, but at press time, Amazon had not announced its lineup.

Mineral Fusion, a non-toxic and EWG-verified brand, will have a special deal. Kleenex Facial Cleansing is offering 20 percent off all of its products on Amazon Prime Day.

Last year Amazon reported worldwide orders grew 60 percent on Prime Day and purchases from third-party sellers with Prime Day deals tripled. Estimates are Amazon’s rendition of Black Friday added sales of at least $500 million to the giant’s top line.

Beauty was a small, but growing, portion of that total, experts said, adding that many of the “lighting deals” are home-grown items such as the Amazon Echo or Kindle. Still, according to Kline, the convenience and reliability of Amazon has attracted beauty shoppers even in the high-touch category of facial skin care, the research company said.

Kim thinks the brand awareness generated on Prime Day will help build further sales for the Gold Edition in its other retail partners such as Wal-Mart, Walgreens, Ulta Beauty, Target and Kmart. The Gold Series was developed with Anti-Frizz Ionic Technology to protect the hair cuticle, keep scalp safe and deliver quick and easy heat styling the company said delivers shinier and frizz-free hair. The devices hit upon a sweet spot in the growing market for premium styling tools for natural hair without salon visits. Retailers such as Walgreens and Ulta Beauty recently singled out hair-care tools as one of the faster-growing categories within beauty.