The recent Amazon Prime Big Deal Days (PBDD) highlighted the increasing significance of the beauty sector amidst evolving consumer shopping habits. With many buyers postponing their holiday shopping, the beauty category stood out, reflecting both consumer demand for skin care and beauty products and the strategic importance of online marketing in the cosmetics and personal care industry.
According to a recent report by market intelligence firm Market Defense, beauty emerged as a key performer during the October event, despite overall consumer spending trends. “While customers spent a bit less overall during Big Deal Days, Beauty really shined with 24% of shoppers adding to cart, 4% up from last October, making it a bright spot of the event,” said Vanessa Kuykendall, Co-Founder and Chief Engagement Officer at Market Defense in the report.
The strong performance sets the stage for a promising Q4 for beauty brands, as many consumers still have yet to purchase holiday gifts. Kuykendall also noted that “with 52% of shoppers making impulse buys during the event, we’re confident that the same enthusiasm will carry over into the holidays.”
Trending products: A mix of legacy brands and viral hits
PBDD saw a significant shift in consumer preferences, with a blend of established brands and new viral sensations dominating the beauty space. Products like COSRX and Paula’s Choice, long-standing favorites in skin care, were top choices for seasoned beauty shoppers, the report confirmed.
At the same time, TikTok-driven products like Wavytalk and Biodance’s collagen mask, which experienced a staggering 632.6% year-on-year (YoY) growth, attracted a younger, more social media-savvy demographic. "Shoppers are increasingly more knowledgeable and intentional," Kuykendall observed in the report, highlighting that consumers are “searching for solutions based on their specific skin concerns, active ingredients, and results they’re looking for.”
Another notable trend was the surge in searches for hyperpigmentation treatments, with products like kojic acid serum experiencing a 450% YoY increase in searches on Amazon. This growth mirrors the rising interest in targeted skincare solutions, with hydroquinone—despite the rise of natural ingredients—still holding strong with a 22% increase in searches.
Evolving demographics: Moms lead the charge
One of the most striking shifts seen during the event was the increased purchasing power of women aged 35-54, particularly mothers buying for their families. “Family essentials, such as wipes, acne treatments, and hand soap were top picks,” said Kuykendall. For instance, searches for “Disposable Face Towels” surged by 183% YoY, the report noted.
With fewer shoppers indulging in purchases “for fun,” this trend suggests a more practical, need-based approach to buying beauty and personal care products—though it leaves significant room for potential holiday gifting opportunities.
Hair care and fragrance drive sales
Beyond skin care, hair care also demonstrated significant growth during PBBD. Products targeting hair loss saw an over 40% growth, with Nutrafol leading the category, stated the report.
Minoxidil, a well-known ingredient for hair regrowth, remained a top seller, while interest in natural alternatives like rice water and batana oil surged as well. Searches for root touch-up products rose 22%, while the popular “Espresso Brown” hair color trend experienced a 390% YoY increase in search volume.
Fragrance was another category to watch, particularly as legacy brands and newer trends intersected. Clinique, for example, reintroduced its iconic 90’s scent, Happy, to a younger audience via Amazon in March.
Meanwhile, TikTok trends fueled a rise in popularity for products like vanilla body mists and pheromone perfumes. The hashtag #PerfumeTok, which has amassed over 4.7 billion views in 2024, reflects the growing influence of social media on fragrance choices, especially among Gen Z consumers.
Strategies for maximizing Q4 success
With Q4 still ahead, beauty brands are well-positioned to capitalize on the momentum generated during PBDD. Experts advise a multifaceted approach to maximize impact during the holiday season.
“To drive success in Q4, brands should focus on a few key actions proven effective during Prime Big Deal Days,” recommended Dave Karlsven, SVP, Client Marketing & Data Science at Market Defense. He suggested leveraging a robust email marketing strategy and paid social media campaigns to maintain visibility and drive urgency with limited-time offers.
Karlsven added, “Consider incorporating PR efforts to boost brand awareness around your promotions, positioning your brand for both self-purchase and gift-buying.”
Kuykendall echoed this sentiment, stating, “Now is the time for brands to double down on acquiring new customers and capitalizing on that holiday excitement to drive sales and build long-term loyalty.” With beauty and personal care products playing a central role in consumer purchases, brands that can successfully navigate this busy period are likely to emerge with strong Q4 results.
