Industries › Beauty & Personal Care
Salon authority doesn't follow you to Amazon.
A brand built in the professional channel arrives on Amazon with almost none of that equity intact. Prestige beauty has to be rebuilt here — as a unified storefront, organised around the problems shoppers are actually trying to solve.
49%
Of purchases from new-to-brand
customers via Amazon DSP
$600K+
Add-to-cart actions
signalling high purchase intent
4
Return on ad spend
once campaigns were rebuilt
3
Funnel stages activated
awareness, consideration & conversion
What We Do
Build the brand before you harvest it.
Prestige beauty rarely fails on Amazon because the product is wrong. It fails because the presence is fragmented, the catalog is organised around internal brand lines rather than shopper problems, and nothing exists above the last click.
Luxury Brand Storefront
A single premium storefront that makes a portfolio of labels feel like one house, so shoppers who arrive for one product discover the rest rather than bouncing.
Solution-Led Category Architecture
Shoppers search by problem, not by product line. We rebuilt one portfolio around Repair, Styling, Heat Protectant and Pigmented Hair — the way customers actually shop.
Full-Funnel Media
Sponsored Ads and Amazon DSP structured as a tiered funnel — awareness, consideration, conversion — so demand is created, not just captured at the end.
Audience Building & AMC
Amazon Marketing Cloud analysis and first-party audience pools that turn one campaign into a retargeting foundation you keep — the asset most beauty brands never build.
Portfolio & Cross-Shopping Strategy
Multiple labels under one owner should compound, not compete. We plan spend at portfolio level so each brand feeds discovery of the others.
Awareness Beyond the Salon
Professional credibility means little to a consumer who has never been to your salon. Upper-funnel media introduces the brand to people who have never heard of it.
Client Wins
Turning a portfolio into one prestige presence.
Real numbers from a real Beauty & Personal Care engagement — not vanity metrics, and not borrowed from another category.
Featured Case Study
How a luxury hair care portfolio built a new customer base.
A leading beauty company brought a portfolio of high-end hair care labels to Amazon Canada with strong standing in the professional channel and very little awareness outside it. The presence was fragmented, there was no solution-focused way to shop, and nothing had been built for retargeting. We created a luxury storefront, reorganised the range around Repair, Styling, Heat Protectant and Pigmented Hair, ran Sponsored Ads and DSP as a tiered funnel, and used Amazon Marketing Cloud to build first-party audience pools the brand keeps.
The Playing Field
What you're actually up against.
A category that has moved online faster than most, and one of the most crowded places to compete on Amazon. These are category figures, not our own results.
41%
of US beauty sales now happen online
Beauty has crossed the point where digital is the main stage rather than a supporting channel. For a prestige brand, the shelf that matters most is increasingly a screen — and the presence there has to earn the same trust the counter used to.
26%
of Amazon SMB sellers compete in beauty
Beauty and personal care is the second most crowded category on Amazon, behind only Home & Kitchen. A recognisable name from the professional channel counts for very little against that much noise without deliberate awareness work.
9.8%
growth in beauty ecommerce this year
Beauty ecommerce is growing at nearly double the pace of retail overall, which sits closer to 5.5%. The category is expanding fast enough that share is still there to take — and fast enough that standing still is a decision.
Under the Hood
What changed structurally.
Two decisions did the heavy lifting: presenting a group of labels as one house, and letting shoppers navigate by the problem they came to solve.
From fragmented to unified
The labels had each arrived on Amazon on their own terms, so nothing connected them. A single luxury storefront made the portfolio legible — and made cross-shopping between labels possible for the first time.
Illustrative diagram of the portfolio restructure described in the case study.
Organised by problem, not by brand
Customers don't arrive looking for an internal product line. They arrive with damaged hair, or colour they want to protect. The catalog was rebuilt around those four questions, then supported by a tiered funnel.
Categories and funnel structure as described in the case study.
Category Insights
What actually moves the needle in Beauty & Personal Care.
A mix of what we've seen in our own engagements and what the category data says. Where a number comes from outside our client work, we've cited it.
01
Professional credibility doesn't transfer
The portfolio above was well established in salons and almost unknown to consumers shopping Amazon. Reputation earned in one channel is not awareness in another — it has to be bought and built deliberately.
02
Shoppers navigate by problem, not by product line
Reorganising the range around Repair, Styling, Heat Protectant and Pigmented Hair matched the catalog to how people actually search. Internal brand architecture is rarely how a customer thinks about their hair.
03
DSP is where new customers come from
49% of purchases came from customers entirely new to the brand, driven through DSP. Search harvests people already looking for you — which, for a brand unknown outside salons, is a very small pool.
04
The audience you build is the asset you keep
Amazon Marketing Cloud and first-party audience pools turned a single campaign into a retargeting foundation the brand keeps. Most beauty brands spend for years without ever building one, and start from zero every time.
Portfolio Snapshot
What a unified portfolio actually delivers.
Every number below comes from the same Beauty & Personal Care engagement — a portfolio of high-end hair care labels on Amazon Canada.
49%
Of purchases new-to-brand
2,529
Add-to-cart actions
4
Solution-led categories
3
Funnel stages activated
Where we work inside Consumer Electronics
Industries › Health & Personal Care
Free Audit
Let's find who isn't discovering you yet.
Book a 30-minute strategy call. We'll review how your portfolio presents on Amazon, where the upper-funnel gap sits, and how much of your demand is new-to-brand — then send you a written report with the three biggest growth levers, yours to keep.
What you'll get on the call
A working session, not a sales pitch.
- Brand store and portfolio presentation review
- Catalog architecture — are you organised the way shoppers search?
- New-to-brand share analysis
- Amazon DSP and upper-funnel opportunity sizing
- First-party audience and retargeting readiness