How a Leading Professional Skincare Brand Reversed Its Amazon Outlook and Grew Sales After Partnering with Front Row
Strong brand recognition, 80+ beauty award wins, and a loyal professional following — yet heading into 2025, the brand was posting a YoY topline decline while the broader skincare category grew. They engaged Front Row for full 1P management to turn it around, and with a new strategy, the brand reclaimed its momentum on Amazon in year one.
The Challenge
The brand had the equity: the clinical credibility, the award wins, the loyal professional customer base. But Amazon requires a different kind of operational discipline and increasingly, a different kind of storytelling.
Brand storytelling has become a competitive lever on Amazon and not just a nice-to-have. Shoppers decide faster. The feed is more crowded. Winning brands make their value impossible to miss.Listing quality, ad efficiency, retail fundamentals, and brand narrative all have to work in concert. When any one of them lags, even strong brands feel it in the numbers.
That's what Front Row was brought in to fix: not just advertising, not just content, but the full picture.
What We Managed
- 1P Vendor Relationship
- Retail & Inventory Strategy
- Brand Health Monitoring
- Content & Listing Quality
- Advertising Strategy and Management
- Full Performance Reporting
The Results
Full management means exactly that, and most agencies can't actually deliver it. Retail, advertising, content, brand health: all of it, coordinated, under one roof. For this brand, that meant flipping a year-over-year decline into 22% growth, adding nearly $5M in 1P revenue, and moving 48,000 more units than the year before.
Driving Growth
+22%
Topline sales growth vs. prior year decline+24%
1P sales growth+22%
Units soldContext — How Peers Moved in the Same Period
Category growth is a rising tide, but not every boat rises with it. According to Catapult and third-party data, one major prestige skincare brand lost over a third of its Amazon sales. Another, built entirely for ecommerce, grew just 3%. This brand, coming off a year-over-year decline, grew 22% and outpaced most of its peer set. The category was a tailwind. This brand made the most of it.
The Takeaway
Most brands on Amazon are leaving money on the table. Not because the demand isn't there, but because the operation isn't built to capture it. This brand had equity. Front Row brought the infrastructure.
The result: declining revenue, reversed. A competitive set, outgrown. A first year that looks a lot like a proof of concept. This is our philosophy in practice: not one lever pulled in isolation, but everything working together, and a brand leaving with momentum.
