Amazon launches fifth Holiday Beauty Event with 48-hour flash sales

Amazon kicked off its fifth annual Holiday Beauty Event on Oct. 20, offering two weeks of discounted beauty and wellness products through Nov. 2 on its ecommerce site, the company said. The sale features thousands of curated deals, coupons and gift sets across categories including skin care, makeup, hair care, fragrance, personal care and men's grooming, with Amazon saying customers can save up to 40 percent on many items and selected promotions offering deeper markdowns.

Amazon said the event will deploy rotating 48-hour flash category sales covering areas such as makeup, hair care, wellness, skin care and fragrance, and it will host three or more daily Amazon Live livestreams featuring creators and beauty professionals. For the first time, the company said, Amazon Live will include additional Live-only flash deals available only during broadcasts. The sale is accessible through a dedicated page on Amazon's site, where listings already show discounts on a range of brands and products, from premium tools to mass-market staples.

Early listings and product pages show deals on household names and higher-end items, including hair tools, antiaging serums, popular lip and lip mask...