2019 was a successful year for our clients and today I’d like to share with you the growth story of one such client – House of Makeup (a beauty brand selling on Amazon India).
There has been a constant surge in both demand and consumption of beauty and wellness products in India, in the recent past. The Indian beauty market, which was valued at $6.5 billion in 2017, is expected to exceed $20 billion by 2025. We got House of Makeup to ride this wave with strategic inputs along the way and consequently grew their revenue by 3x in just 5 months! Yes, you read it right 🙂
House of Makeup was facing challenges scaling up its Amazon account in the first half of 2019. Knowing the potential of the market and looking at the passion of the founder, we took up the challenge. While the founder reached out to us for marketing support, after doing a deep dive into the brand’s Amazon account, we realized that there were opportunities for the brand to capitalize on various aspects of inventory and pricing. So, here’s what we did:
Inventory Management – Top ranking products frequently ran out of inventory while slow movers were stacked up in the Amazon warehouse. We helped the brand manage their inventory better by keeping abreast with week-on-week sales velocity and giving them timely tactical inputs.
Pricing Strategy – Using our in-house tools, we analyzed the prices of competing products and provided recommendations so as to improve the organic rankings, conversions, and sales while also maximizing profits.
Promotions – To boost sales during both special events as well as low-traffic days, we designed and implemented strategic deals and coupons. A well-planned approach ensured a characteristic spike in conversions.
Let’s talk numbers now:
- Despite increasing the ads spends by 4x, the ACoS reduced by 50%
- 3 existing products started ranking in the top 10 (Amazon Best Seller Rank) in their respective categories
- “Oh My Black Kajal” started ranking in the top 5 for its primary keyword “kajal” on Amazon
- Total number of reviews garnered increased by 2x