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
With new and improved Amazon SEO strategies implemented, updated product titles, bullet points, and descriptions to go along with new infographics and Premium A+ content, we were able to grow sales year over year (35% in year one, 29% in year two, and 7% in year 3) despite the competitive nature of their category.
A another major win was successfully growing buy box percentage to a full 100%, knocking out all resellers as they came.
With Rare Beauty Brands firmly in the drivers seat on Amazon, they’re now set up for another year of growth with My Amazon Guy.
