4Beauty Group
THE PROBLEM
THE BRIEF
The 4Beauty group was a traditional business, with mature sales in retail and salons – but they needed to expand quickly and digitally to protect from potential decline in their existing sales channels.
While 4Beauty already had some sales on Amazon, they were through resellers or Amazon Vendors and offered low margins and poor brand representation.
Our brief was clear – we needed to take control, drive growth and deepen profit for 4Beauty.
OUR STRATEGY
With existing lines on Amazon, we aimed first for the low hanging fruit.
By reclaiming lines held by Vendor and resellers, we vastly improved content and sales velocity fast, driving sell-through and clearing the channel out for 4Beauty to trade directly.
A simple approach, but highly effective to give our client significant direct volume at improved margins.
With stage one complete, we turned our attention to long-term growth, and growing visibility of the 4Beauty ranges to the latent demand on Amazon.
As a challenger brand with a predominantly Irish brand awareness, this was key not just to driving growth, but also to getting the brand seen outside of its home market.
Strategic use of Amazon Vine, Amazon Advertising and third-party traffic has driven consistent growth and return, allowing the client to test and evaluate EU expansion.
The Results
Shelley Martin
Managing Director
