Earlier this month Amazon.com launched Luxury Beauty store, a premium beauty e-commerce site within its Beauty platform. Indeed, the store serves as “a place where consumers can quickly and easily discover and purchase luxury beauty products,” including Cane + Austin, Dr. Brandt, NARS and more, said Chance Wales, Director of Health & Beauty at Amazon. As with Amazon’s Men’s Grooming store, Luxury Beauty offers editorial content under the Shop by Trend and Editor’s Picks links on the home page, as well as a Complete the Look/Regimen feature and a New & Noteworthy section. Currently, content includes stories on Bold Lips, Metallic Nails and Smoldering Eyes, to name a few. Each features a description and images of a trend along with suggested products and tools to achieve the look. Content will be updated “on a seasonal basis or as new trends surface,” Chance said. Luxury Beauty is being careful not target any one type of customer but instead beauty customers at large who’re searching for luxury beauty brands on Amazon. “For our Luxury Beauty store, we’ve put a great deal of time and effort into developing an elegant and refined experience for shopping luxury brands and to ensure our more than 215,000,000 customers have the best possible experience,” Chance said. As a part of the retailer’s ongoing efforts to launch a differentiated experience for showcasing luxury beauty brands, “we’ve worked with select brands to make sure their products are presented in an optimal environment” meaning that unauthorized third-party sellers of brands featured on Luxury Beauty have been identified and removed.