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.