The recent Amazon Prime Big Deal Days (PBDD) highlighted the growing importance of beauty as consumer shopping habits evolve. As many buyers postponed 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.
Despite overall consumer spending trends, beauty emerged as a key performer in October’s event, according to a recent report from market intelligence firm Market Defense. “While overall customer spending was slightly lower during Big Deal Day, beauty really shined, with 24% of shoppers adding it to their cart, up 4% from last October, and was a bright spot at the event. ” stated Market Defense’s Chief Engagement Officer in the report.
The strong performance sets the stage for a promising fourth quarter for beauty brands as many consumers have not yet purchased holiday gifts. Kuykendall also said, “52% of shoppers make impulse purchases during events, and we are confident that the same enthusiasm will carry over into the holiday season.”
Trending products: Combining traditional brands and viral hits
PBDD saw a major shift in consumer preferences, with a fusion of established brands and new viral sensations dominating the beauty sector. Products like COSRX and Paula’s Choice have long been popular in the skincare space and are top choices for seasoned beauty shoppers, the report confirmed.
At the same time, TikTok-driven products such as Wavytalk and Biodance’s collagen mask recorded an impressive 632.6% year-over-year growth, attracting a younger, more social media-savvy demographic. “Shoppers are becoming increasingly knowledgeable and intentional,” Kuykendall said in the report, adding that consumers are “purchasing solutions based on specific skin concerns, active ingredients, and desired results.” “I’m looking for it,” he emphasized.
Another notable trend is the surge in searches for hyperpigmentation treatments, with products like kojic acid serum seeing a 450% increase in searches on Amazon year over year. This growth reflects increased interest in targeted skin care solutions, and despite the rise in natural ingredients, hydroquinone remains strong with searches up 22%.
Demographic evolution: mothers take control
One of the most notable changes seen during this event was the increased purchasing power of women aged 35 to 54, especially mothers purchasing for their families. “Family essentials like wipes, acne medication and hand soap were my favorites,” Kuykendall said. For example, searches for “disposable face towels” increased 183% year over year, the report said.
Fewer shoppers are shopping ‘for fun’ and this trend suggests a more practical, needs-based approach when purchasing beauty and personal care products, but not for potential holidays. There is a lot of room left for gifting occasions.
Hair care and fragrances drive sales
Not only skin care, hair care also showed significant growth during PBBD. Products targeting hair loss showed more than 40% growth, with Nutrafol leading the category, the report said.
Minoxidil, a well-known hair growth ingredient, remains a top seller, and interest in natural alternatives such as rice water and butternut oil is growing as well. Searches for root touch-up products increased by 22%, and searches for the popular hair color trend ‘espresso brown’ increased by 390% year over year.
Fragrances were another category to watch, especially at the intersection of traditional brands and new trends. Clinique, for example, reintroduced its iconic ’90s scent Happy to younger audiences through Amazon in March.
Meanwhile, TikTok trends have increased the popularity of products like vanilla body mists and pheromone perfumes. With more than 4.7 billion views in 2024, the hashtag #PerfumeTok reflects the growing influence of social media on fragrance choices, especially among Gen Z consumers.
Strategies to maximize fourth quarter success
Although Q4 is still a long way off, beauty brands are well-positioned to capitalize on the momentum generated during PBDD. Experts advise a multifaceted approach to maximize effectiveness during the holiday season.
“To drive success in Q4, brands should focus on a few key actions that have proven effective during Prime Big Deal Day,” says Market Defense Client Marketing and Dave Karlsven, Senior Vice President of Data Science. He suggested leveraging a strong email marketing strategy and paid social media campaigns to maintain visibility and create urgency with limited-time offers.
Karlsven added, “Consider incorporating PR efforts into your promotions to increase brand awareness and position your brand for both self-purchase and gift purchase.”
Kuykendall agreed, saying, “Now is the time for brands to focus on new customer acquisition and use the excitement of the holiday season 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 season are likely to emerge with strong results in the fourth quarter.
