US-owned online cosmetic products retailer, Totalskincare.com, has appointed Walker Logistics to manage the European supply chain for the extensive range of products that it sells – in a highly sophisticated way – through Amazon.
Totalskincare.com was founded in 1999 by plastic surgeon, Dr Barry Cohen, as a means of allowing his patients to buy products that he sold in his office online. The company now supplies a worldwide customer base through two retail websites, www.totalskincare.com and www.skincareheaven.com
The company has also achieved great success through Amazon, as Charles Wilkinson, Totalskincare’s Commercial Manager, explains: “By understanding the changing landscape of internet selling we began selling our items on Amazon as well and have become experts in how the Amazon game is played.
“We know what is successful and what is not and how to quickly identify products that have potential to be sold.”
Totalskincare.com now has Amazon accounts in seven different countries.
“Each market is unique. Some products that work well in certain markets do not sell at all in others. We are very familiar with what those differences are which allows us to move inventory quickly to take advantage of market inefficiencies and build a stable base of items that we can sell on a consistent basis,” says Charles.
Totalskincare can do all this thanks to a proprietary software program that it has developed in house that allows the company to immediately spot opportunities in all of the Amazon markets and flags-up how many products are required and where they should be shipped to.
Walker’s role will be to receive lines as they are offered to a market from the manufacturers or suppliers, repackage or re-label them as required, then forward them in bulk quantities to the Amazon distribution centre in whatever territory has been identified by Totalskincare’s software as a boom market.
“Totalskincare’s business model is, I think, unique,” says William Walker, sales director of Walker Logistics. “They have been hugely successful in the United States and have identified the UK and Germany as offering particular growth potential. We are delighted to be working with such innovative online entrepreneurs.”