Legacy brands are firmly leading the charge of Walmart’s online beauty business.
Data from Market Defense shows that all of the top 10 products purchased via Walmart.com during the last 30 days belonged to heritage players, with Olay’s signature Regenerist cream taking the number-one spot, netting an estimated $412,000.
Facial skin care is the dominant theme overall at the retailer, with Neutrogena and Cetaphil also occupying top spots for their respective Hydro Boost Water Gel cream and Daily Facial Cleanser. Meanwhile La Roche-Posay, which only entered Walmart this spring, has already cracked the retailer’s top 10 products with its Toleriane Double Repair Face Moisturizer, which drove roughly $229,000 in the last month.
La Roche-Posay is also a top-five beauty brand on Amazon, though there otherwise isn’t much crossover between Walmart’s top performers and Amazon’s top performers, with the latter increasingly trending toward prestige.
“Amazon’s beauty assortment has transformed in less than a decade from mostly mass and a few prestige brands, to a destination for shopping prestige brands,” said Market Defense chief engagement officer Vanessa Kuykendall.
“Walmart is still growing its own premium beauty program, so it doesn’t have as many prestige brands represented, though that could be seen as an opportunity for both for prestige brands to compete without the heavy-hitters who are spending lots of advertising dollars on Amazon, and for the mass and masstige brands who clearly have a very engaged consumer who is already shopping on Walmart.”
Walmart.com Top 10 Beauty Products
Source: Market Defense estimated sales, last 30 days
