Cosmetics brand Laura Mercier opens DTC site to Prime shoppers
Laura Mercier is offering Amazon Prime members the opportunity to use their benefits on its direct-to-consumer site.
In an email to Chain Store Age, Amazon said the cosmetics brand is making the Amazon "Buy with Prime" program, which enables U.S.-based Prime members to directly shop online stores beyond Amazon using their Prime benefits, available on its site.
Shoppers will be able to discover Prime-eligible items on the Laura Mercier site and add them to their cart as usual. During checkout, shoppers will see an option to log into their Amazon account and verify their Prime membership.
Once confirmed, they will finish checkout using one of Laura Mercier’s various payment options. After the purchase is made, Amazon will fulfill all Prime eligible items in the order.
Post-purchase, Prime members can view, manage, and track their Buy with Prime orders from their order confirmation email, their Amazon account on Amazon.com, or their Laura Mercier order confirmation email.
In addition, Laura Mercier is officially launching in the U.S. Amazon Premium Beauty store. The company’s Amazon storefront will feature exclusive bundles, limited-edition products, tutorials, and interactive questionnaires to help customers discover suitable products.
To celebrate the launch, Laura Mercier will host two shoppable, interactive events on Tuesday, Feb. 18, 2025 on the Amazon Live livestream shopping platform, both featuring Jerry Johnson, senior manager of artistry for Laura Mercier.
“Our collaboration with Amazon represents a significant step toward making our products available to a wider audience in the U.S.,” said Erin Cast, global brand president of Laura Mercier parent Orveon. “We are excited to reach new customers and provide them with the tools they need to enhance their beauty routines. This aligns with our mission to celebrate individuality and artistry in beauty.”
A Buy with Prime primer
Initially, the Buy with Prime feature was only available for third-party retailers and brands using the Fulfillment by Amazon (FBA) hosted logistics service.
Since then, the e-tailer has made Buy with Prime widely available to U.S.-based Amazon retailers, integrated it with the BigCommerce and Shopify e-commerce platforms, integrated it with TikTok ads, and added cart functionality for customers and 24/7 post-order customer service support for sellers.
[READ MORE: Amazon expands Buy with Prime benefits]
"Laura Mercier has mastered effortless beauty, and with Buy with Prime, we’re offering an effortless shopping experience to their customers," said Peter Larsen, VP of Buy with Prime and Amazon multi-channel fulfillment. "We’re thrilled Orveon is bringing our offering to the iconic Laura Mercier brand."
Laura Mercier Cosmetics was founded in 1996 by French makeup artist Laura Mercier. Acquired by Orveon in 2022, Laura Mercier Cosmetics are distributed through specialty, beauty and department stores globally.
