Makeup giant Coty is launching a new delivery option that will bring popular brands such as Rimmel and Sally Hansen directly to customers’ homes.
The brand is working with delivery courier GoPuff to offer two dozen makeup and beauty products to customers in 80 cities around the United States. Coty chose many of its best selling products for the partnership because customers could feel more comfortable buying cosmetics they already know, rather than something they are unfamiliar with and cannot try on in-store. Customers can shop products such as Covergirl LashBlast Mascara or Sally Hansen gel nail polish and place their orders through GoPuff’s website or mobile app.
Coty’s partnership with GoPuff could help it reach its target market, as the delivery app is particularly popular with 25-35 year olds. The app service, which originally began as an alcohol and snack delivery option for university students, has since expanded to 500 cities and offers 30-minute delivery on all orders. Working with Coty will allow GoPuff to drop off last-minute makeup purchases to users and potentially reach a new consumer audience. A boost in at-home beauty orders during the Coronavirus pandemic paints a prime opportunity for GoPuff to expand its cosmetics category. With in-store sales falling during the pandemic, working with GoPuff could also help Coty raise digital color cosmetics sales, according to a Gartner report on the topic. Since Coty’s launch on GoPuff in July, the delivery app has seen a 200% increase in beauty orders on the app.
GoPuff is lending a hand to beauty consumers and helping them get their favorite Coty products quicker. The brand’s new partnership shows that consumer delivery demands extend beyond grocery and restaurant orders, and that bringing beauty products right to them could be the future of cosmetics commerce.