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Holiday beauty event returns to Amazon — with livestream shopping

Amazon is once again hosting its Holiday Beauty Haul.

Early holiday sales activity continues at Amazon with the e-tail giant’s second annual “Holiday Beauty Haul” promotion.

Amazon is running the promotion from Monday, Oct. 24 – Sunday, Nov. 6, 2022. The event will feature more than 1,000 deals from national beauty brands including OPI, L’Oréal Paris, Revlon, Dollar Shave Club, and Cetaphil. In addition, on Wednesday, Oct. 26 only, Amazon will offer extra discounts on select products from L’Oreal Paris, Carol’s Daughter, Maybelline, NYX, and Essie.

As part of the event, Amazon is hosting “Live Festival” livestream shopping promotions, where customers can live chat with celebrity beauty influencers such as Kandi Burruss, who will share their favorite picks and top deals from the event. Consumers can shop the featured products through a carousel that updates in real-time at Holiday Beauty Haul Festival on Amazon Live.

[Read more: Amazon targets QVC with live shopping stream]

Amazon unveils holiday version of Prime Day
Amazon first introduced Holiday Beauty Haul in October 2021 as part of a selection of what it called “Black Friday-worthy” deals. That promotion started and ended earlier in the season, Oct. 4-25, 2021.

So far, Amazon has not officially launched any early Black Friday campaign. However, Amazon did recently debut the Prime Early Access Sale, a new two-day global shopping event exclusive to Prime members, which ran Tuesday, Oct. 11 through Wednesday, Oct. 12, 2022. The event took place in 15 countries: U.S., U.K., Austria, Canada, China, France, Germany, Italy, Luxembourg, Netherlands, Poland, Portugal, Spain, Sweden, and Turkey.

Prime Early Access Sale offered Prime members hundreds of thousands of deals. As part of the event, Amazon is introducing a Top 100 list of popular and giftable holiday items. New deals from the list will drop throughout the sale, offering savings across all top Amazon categories, including electronics, fashion, home, kitchen, pets, toys, and Amazon devices.

Data conflicts over just how much holiday shopping took place during the recent Amazon Prime Early Access Sale promotion. Although analysis of the entire 48-hour sales event from Numerator indicates that only 29% of surveyed Prime Early Access shoppers said they bought holiday gifts, new data from Blue Yonder suggests consumers took a more holiday-centric focus. According to Blue Yonder, 53% of more than 1,000 surveyed consumers made purchases that were part of their holiday shopping.

It is also worth noting that Numerator data shows health & beauty was the number two product category purchased by consumers during Prime Early Access Sale, only trailing household essentials.

Other current holiday offerings from Amazon include a Holiday Gift Guides feature that highlights top items from the toys and home categories. The toys gift guide features the most popular toys and games of the holiday season. It also includes the “Toys We Love” list of more than 60 items only available at Amazon from national brands including Hasbro, Disney, Fisher-Price, Bluey, and National Geographic.

Meanwhile, the home gift guide includes home products from brands including Amazon Basics, Christopher Knight, De’Longhi, iRobot, Shark, simplehuman, and ZINUS.

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