LAUNCHING A NEW BEAUTY BRAND ON AMAZON
To launch the first digital sales channel outside of its own website, the outdoor skincare brand Kinfield turned to Front Row's ecommerce management division. A "Shark Tank" success story, Kinfield uses natural plant-based ingredients to formulate products such as bug repellent, aloe spray and sunscreen. Kinfield needed an agency partner who would kick-start all aspects of their business on Amazon.com. Front Row's revenue-based managed service model supports clients like Kinfield by not only launching products on new platforms, but also by guiding brands to long-term ecommerce success.
TO PULL OFF A SUCCESSFUL LAUNCH ON AMAZON, WE FOCUSED ON HIGH-QUALITY CONTENT AND STRATEGIC ADVERTISING.
We heavily invested in the adaptation of Kinfield’s visual identity on Amazon, because the brand’s aesthetic sets it apart from more traditional competitors in the outdoor segment. Kinfield's on-trend design both appeals to the target audience and reflects the high quality of the product. Additionally, it aligns the brand more closely with high-end skincare products, since Kinfield’s carefully curated ingredients and development puts the products into a higher pricing segment than competing low-budget outdoor products.
HIGHLIGHTING MULTI-BENEFITS THROUGH VISUALS
Visual content helps educate the consumer about the products' multi-benefit aspects. Kinfield stands out not just because of natural ingredient use, but because the products tend to feature unconventional benefit combinations that may be new to consumers. For example, one product combines the brightening qualities of a highlighter with a sunscreen, while another blends insect repellent with body fragrance. Our Amazon product images bring Kinfield’s brand story to the new platform, while illustrating how the products and their ingredients solve the target audience’s problems.
A DOUBLE-DUTY TARGETING STRATEGY
To drive consumers to the carefully crafted product content, we developed a targeted advertising strategy that increases visibility for relevant audiences. First, we targeted consumers looking for natural products free of harmful ingredients. Next, we balanced both consumers searching for outdoor products (insect repellent, itch soothing, after-sun care) and skincare (moisturizers, highlighters, face masks).
5X INCREASE IN SALES
The rollout on the U.S. market was highly successful. In fact, the amount of sold units more than quadrupled week-over-week in the initial period after the launch, with sales five times higher than our forecast. Our advertising campaigns reached a ROAS of 3 during this time—a strong ROAS for a new brand launch within the highly competitive skincare space.