The winners of Amazon’s 12-day “Black November” holiday sales promotion have emerged.
K-beauty brand Medicube took the top spot, comprising 16.4 percent of beauty sales during the event, which ran from Nov. 20 to Dec. 1, data from Navigo Marketing shows.
The viral brand, known for sensorial products like its Collagen Jelly Cream and its Salmon DNA PDRN Pink Peptide Serum, held a sizable 11-point lead in share of beauty sales during the event versus the number-two brand, CeraVe.
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Black Friday discounts were in some cases steeper on Amazon than at many other retailers, further catalyzing the performance of the platform, which according to NIQ is now the largest beauty retailer in the U.S.
For instance, Medicube’s Collagen Jelly Cream sold for $11.64 on Amazon during the sale versus $17.60 at Ulta. Nutrafol’s hero women’s hair growth supplements sold for roughly $70 on both Amazon and Ulta, but maintained their full price of $88 at Sephora, which only ran Black Friday discounts on select items.
Sol de Janeiro — the number-three brand on Amazon during Black November — was however equally discounted on Amazon and Sephora, selling its signature hair and body perfume mists for roughly 25 percent off on both platforms — or $19.50 for its standard 3-oz. size.
In all, the top 10 beauty brands of Black November comprised just under 50 percent of Amazon’s total beauty sales during the period, with skin care being the most dominant category.
Here, the top performers and their respective share of beauty sales, per Navigo Merketing.
1. Medicube: 16.4%
2. CeraVe: 5%
3. Sol de Janeiro: 4.7%
4. Biodance: 3.5%
5. Eos: 3.4%
6. Laura Geller: 3.3%
7. Clean Skin Club: 3.3%
8. Nutrafol: 3.3%
9. La Roche-Posay: 3%
10. Hero Cosmetics: 2.8%