“We believe that beauty, beauty should connect emotionally with the users beauty, beauty as a form of personal expression,” said Carla Vernon, vice president of consumer goods at Amazon, at WWD Beauty CEO Summit. “It should be a welcoming place for newcomers who may be navigating their way with uncertainty.”
During Vernón’s presentation, she shared that she’s experienced finding the promise of beauty for most of her life and her biggest reason to get involved. Amazon “It was to support a series of key transformations to make Amazon more inspiring and aspirational. And it’s the one-stop shop for everything you want and need, especially at our beloved beauty store. ”
Invitations help transform consumer goods in three important dimensions (technology, equity, and Sustainability), she said, irresistible. From one Sustainability For perspective, Vernón brings to Amazon a degree in ecology from Princeton, experience working with the Nature Conservancy, and in leading renewable and sustainable agriculture at General Mills. “I also love the idea of joining Amazon to apply technological advancements to these industries that I love. We’ve all seen the pandemic accelerate technology adoption. Revolution is here to stay! ”
At the same time, Vernon shared that she joined Amazon for more personal reasons. “I am an Afro Latina,” she said. “And I am a mother. And I live in Minneapolis, Minn., that’s where George Floyd was murdered. On that day, life changed profoundly. I realized that I needed to use my time and skills to push the transition towards equality and equity. When I met leaders from Amazon, and they told me their plans to make positive changes in the lives of blacks and browns, I was ready to listen. I don’t appreciate diversity. But they told me their plan. And I was convinced.”
Instead of telling shoppers what beauty means to them, Vernón suggests brands and companies should listen more. “Allow our work to reflect today’s views on beauty and luxury. Because after all, hasn’t the pandemic taught us that there’s nothing more luxurious than shopping for beauty from the comfort of your own home? ”
Vernón also talks about Amazon’s leadership principles, and specifically cites one for winning trust, “which states that leaders must listen attentively, speak candidly, and treat others respectfully.”
What’s more, as a large company, Vernon says leaders realize they can drive systemic change for the community. In September, Amazon announced that it was raising the average minimum wage in the United States to $18 and committed to fully funding higher education programs for employees.
The company has also made strides in improving sustainability. As of June 2021, Amazon has reduced the weight of outgoing packages by 36% and has an ongoing commitment to go carbon-free by 2040. To do that, Amazon has introduced a fleet of electric vehicles. and is working on developing a new type of padded envelope that is fully recyclable.
“We did the research, you did the research, we know that younger generations are more likely to buy things that support and align with their values,” Vernón said. “That’s why we’re working hard to give you an easy and elegant way to showcase your stunning products to shoppers who care about sustainability and close that loop. .”
Source link Amazon’s beauty is better today and tomorrow – WWD