The Outnet’s Lipstick Queen set.
The Outnet will add beauty to its e-commerce offerings for the holiday season.
Starting Oct. 25, Net-a-porter’s sister discount site will roll out a digital holiday campaign and 18 luxe beauty brands for sale, including Lipstick Queen, Natura Bisse, By Terry, 111 Skin and Ren.
“The challenge is that we’re an off-price retailer — and we didn’t want to offer off-price beauty,” said Andres Sosa, director of global sales and marketing at The Outnet. “We wanted to see how can we be true to the DNA of everything we do and try and find something exclusive to us that no one else had.”
Enter the series of beauty kits imagined by Sosa and his team. Each kit contains several full-size, current-season products that complement each other, and range in price from $22 to over $500 for a Natura Bisse skin-care set. The sets retail for 20 to 30 percent less than they would if a consumer were to buy each of the products separately. The difference with the sets is that none of the products is sold individually.
For instance, a Natura Bisse Celebrity Pick Set that would retail for $655 costs $524 on theoutnet.com. Lipstick Queen sets that would retail for $70 and $72 will be $48 and $38, respectively.
Sosa maintained that the decision was a result of research including surveys and in-person conversations with The Outnet Insiders, a group of 10,000 customers worldwide that serve as a panel for the e-tailer. They are also the site’s top 5 percent of consumers, and they provide feedback to The Outnet on topics such as site functionality and products they think the company should add to the site.
“[Of those surveyed] 88 percent say that they regularly purchase luxury beauty brands,” Sosa said, adding that of The Outnet’s Front Row members, a selection of the site’s VIP shoppers, 94 percent regularly purchase luxury beauty brands. “It was a no-brainer.”
Sosa insists this isn’t the rollout of a new category for The Outnet (Net-a-porter permanently introduced beauty to its lineup two years ago), but a special offering for the holiday season. “We aren’t saying no,” Sosa said of one day adding beauty to the site in an official capacity if the product performs well.