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The Orveon team wasn’t totally sure what to expect when it opened up a “Buy with Prime” option to shoppers on bareminerals.com in July 2023. The checkout option would allow consumers purchasing Bare Minerals products on the brand’s DTC channels to have their order fulfilled by Amazon, so long as they are Amazon Prime members.
Once it added the feature to Bare Minerals’ DTC site, Orveon, which also owns the beauty brands Laura Mercier and Buxom, along with Bare Minerals, said the numbers showed a positive reception.
“We wanted to understand whether this was incremental. When we launched Bare Minerals on Buy with Prime, we A/B tested to see if offering Buy with Prime shipping would result in a conversion uplift, and it did. We saw a 40% increase in revenue per visitor, and we saw a [60%] lift in shopper conversion,” said Carney Nir, global vp of ecommerce and digital experience at Orveon. “It wasn’t that we were shifting our business to Amazon. We’re actually converting more people on our DTC site, capturing that consumer data.”
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