Challenges
Competitive Category – Although Patchology has grown to be a well known brand, Rare Beauty Brand has seen an increase in commoditization of their products by other overseas brands with much more affordable items at the expense of product quality. Rare Beauty has been able to maintain their pricing position through effective marketing, brand awareness and by consistently providing high quality beauty products.
Creative – Several other brands in the industry had the same creative work through creative licensed models and generic imagery.
Hijackers – Several of Rare Beauty’s listings had been losing their buy box featured offering due to a reseller/hijacker appearing on their pages with a lower price point.
Our approach
In order to define our strategy, we started by analyzing our target market and its size. We then followed a plan integrated with the following elements:
Marketing and Design
- Clearly defined the target audience based off of Amazon Analytics
- Created captivating infographic imagery, A+ Content and copywriting to address the main customer’s pain points and concerns and emphasizing the quality and benefits of the products.
- Rare Beauty Brand’s designs stand out as they incorporate real brand ambassadors utilizing their brand’s products.
Catalog Fixes
- Focused our proprietary process on SEO to improve ranking, indexing and traffic.
- Appealed resellers that appeared on product pages and protected their listings.
Advertising & PPC
- We created campaigns with the main keywords, competitors, category, video and defensive targeting of our main competitors and our products to avoid customers window shopping in other listings.
- We continuously create value through posts so customers looking for solutions know our products.
The impact
