Curology Continues Expansion with Amazon Launch

Digital-native skincare brand Curology followed its January 2023 brick-and-mortar debut at Target by launching at Amazon on Jan. 16.“Shifting to an omnichannel model enables Curology to reach incremental consumers who prefer to shop skincare at Target or Amazon,” Heather Wallace, Curology chief executive officer, told the Path to Purchase Institute. “This growth in physical availability is a critical step in growing Curology’s household penetration.”A promotional page within Amazon.com spotlights the brand’s bestselling SKUs and a dermatologist-designed skincare routine incorporating cleanser, moisturizer, pimple patches and acne-friendly sunscreen. Curology also introduced three new products as part of the Amazon launch: a $22.99 dark spot serum, a $17.99 liquid pore exfoliant and a $15.99 larger version of its emergency spot patches designed for cluster breakouts. All of the products are available for Amazon Prime shipping.“Since Amazon is the largest fulfillment center retailer, has a $3.5 billion facial skin care category, and has loyal consumers, we wanted to work with them to continue driving awareness for our non-Rx skin care products,” Wallace said. “We have thousands of consumers that have searched for Curology on Amazon. It makes sense for us to be there and for us to partner with other retailers where they have a great audience and they’re receptive to the opportunities of Curology.”Curology promoted the Amazon launch on Instagram. The brand is expanding on its marketing tactics this year as it introduces new products and rolls out to more retailers. A 360 integrated campaign promoting its entry into hair care in February incorporated linear and streaming TV, organic social media, email and influencer marketing.

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