Case Study: Hair Care Brand
Brand X (contact us for specific details) is a Professional Haircare brand that is being distributed through CosmoProf (Beauty Systems Group). The brand is used by and retailed by salon professionals.
Brand X was being distributed through BSG / CosmoProf Beauty so 3 Party sellers could easily get inventory to sell on Amazon. The brand was spending tens of thousands of dollars monthly on legal fees and tying up internal resources in an attempt to clean up the 50+ sellers on Amazon. The products where being sold at discounts up to 50% off retail which in turn was hurting their professional/salon business.
The brand image was also being hurt because content on Amazon was all wrong – incorrect titles, bad images, wrong images, wrong sizes, and the list goes on. The wrong content then was leading to negative feedback on all their products. With all these issues – Brand X turned to beBOLD to clean up their brand and grow sales.
beBold was able to get the brand into the Amazon Professional / Premium Program as a Vendor (1p). Within 3-months beBold was able to have the brand gated (Amazon’s term: Authorized Seller Platform) to remove the 50+ sellers. During the 3 month process beBold was working on getting the brand “retail ready” which includes:
- Content Optimization: Use high performing keywords in product titles, descriptions, etc
- Image Optimization: Updated images to tell the brand story
- A+ Optimization: Added A+ content to increase sales
- Brand Store: Updated brand store to tell brand story by adding videos and best practices
- Amazon Posts: 1,000,000+ free impressions in 3 months
After the brand was “retail ready” we implemented our Amazon advertising best practices. As a Amazon Advertising Partner and years of beauty industry experience, we are able to set Objectives and Key Results (OKR) for the brand.
After cleaning up the brand and setting Objectives and Key Results (OKR) for the brand, we were able to start the Amazon “flywheel” to build momentum which the more sales & reviews you receive in turn ranks you higher on Amazon. The higher the ranking – the more growth in sales you will have.
- Resulting in 2019: +950% growth to prior year
- Resulting in 2020: +115% growth to prior year
- Becoming the #1 product in 2 categories.
50,000+ Ratings (4.2 out of 5)
Results are based on setting Objectives and Key Results (OKR) and implementing them. There is no set it and forget it or automation strategy. Please see the beBold process and why it is key to success on Amazon.
Beauty Focused Digital Agency
Our team has broad Beauty Industry Experience, from brand creators, digital marketers, DTC and retail/professional executive level specialty retail experience