Instant Delivery Apps Have Post-Pandemic Resistance For Beauty – Glossy


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The pandemic has spurred beauty brands’ adoption of two-hour delivery, and they’re not stopping now – even with the hope of a normal life on the horizon.

Instant delivery platforms such as FastAF, Instacart, Doordash, Postmates and Uber eats quickly expanded their list of official beauty brand partners. The two-hour delivery platform FastAF, for example, recently expanded its coverage area beyond Los Angeles and New York to San Francisco and Miami. The app has added an assemblage of cult beauty brands to its lineup with Goop, Dedcool, Dieux, The Feelist, Olaplex and Fur, among other new partners, in recent months. And for Mother’s Day 2021, The Honest Company is teaming up with Doordash for a set of last-minute gift baskets featuring the brand’s beauty and body care products.

More than 50% of the brands stored on FastAF are now official partner brands, said Lee Hnetinka, founder and CEO of FastAF. The new arrivals are joining trendy names such as Dr. Barbara Sturm, Byredo, Aesop and KNC Beauty. With free shipping on purchases of $ 30 or more, the app saw sales double from the fourth quarter of 2020 to the first quarter of 2021, growing 63% week-over-week during the season. holidays 2020. FastAF has increased brand awareness through influencer marketing and counts Olivia Culpo as an official partner, while brands such as Gods have promoted exclusive sales through their own social channels. Beyond beauty, it has hosted buzz-generating sales of coveted items like the latest PlayStation and clothing from streetwear label Fear of God.

“We create a lot of exclusivity with the products,” Hnetinka said. In March 2021, Gods chose to use the app to sell their depleted eye masks before restocking them on their own site. Meanwhile, The Feelist’s face oil became the app’s most popular beauty product after launching in February 2021.

Carina Chaz, founder of trendy fragrance brand Dedcool, launched the brand on FastAF two months ago.

“For now, I think it’s best to stick with a more organized version of instant delivery,” she said, explaining why she chose the app for her brand. She also noted that the app’s wholesale model works best for smaller niche brands to meet consumer demand for fast delivery. “There’s just this instant gratification model from Amazon that people love,” she says. “People are super impatient. Amazon has its own trucks and thousands of people deliver every second of the day. We are not that.

“My initial strategy when I launched my launch was to be in certain brick and mortar wholesale stores,” said Carolyn Yachanin, founder and CEO of vegan collagen brand Copina Co., which is sourced from Trendy retailers like Erewhon, based in Los Angeles and recently launched on FastAF. “The pandemic has definitely speeded up the way I watch the channel online,” she said. “Consumers expect fast products and as a small brand you have to meet those expectations.”

Due to the pandemic, these distribution channels are now part of brands’ long-term business models, although some pre-Covid store behaviors are expected to pick up.

“Personally, I love to shop in stores, but I’m not sure the mainstream consumer will come back to shop in person,” Chaz said. Wholesale currently accounts for 30% of the brand’s total business, while DTC makes up the rest. “These physical stores need to move to an online presence, get creative and find other ways to experience. [their brand]. ”

“People love the experience of discovery as feeling something in their hands,” Yachanin said. “I’m not looking to replace the physical in-store experience 100%; I don’t think it can be replaced. But in the modern world, online is an extremely valuable way to manage my product. Customer experience management and usability are so tied to delivery time. “

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