What brands do off Amazon is equally as important as what they do on Amazon — “even if you’re off Amazon, you’re on Amazon.”

That was the word from Christopher Skinner, cofounder and chief revenue officer of Front Row , who gave a keynote speech at WWD’s L.A. Beauty Forum. He was later joined by Hannah Beals, chief executive officer, Amanda Martinez, senior director of social media and content, and Jessica Ryan, vice president of sales, at Ouai, as a case study about how the company uses virality to grow through its Amazon storefront.

Skinner spoke about how, over the years, Front Row has built a network of more than 500 experts with deeply rooted expertise and brand demands — with Amazon being the “core engine of conversion.” The company also has a proprietary technology that

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