Building Beauty’s Hottest Holiday Runway

THE OVERVIEW

OUAI, the modern haircare brand redefining premium beauty on Amazon, partnered with Front Row to turn Prime Day into a launchpad for holiday growth. With coordinated marketplace strategy, creative optimization, and cross-team collaboration, the brand transformed a sales event into a full-funnel momentum builder, positioning itself as one of Amazon’s most visible prestige haircare players heading into Q4.

While Prime Day 2025 was a challenging growth lever for many brands due to pressing socioeconomic conditions, Front Row’s strategic guidance and execution turned a soft-demand event into a visibility engine, strengthening OUAI’s organic rankings, improving search relevancy across top category terms, and securing the SEO foundation that would fuel its holiday runway. 

Instead of chasing short-term lift, OUAI used Prime Day to build durable discoverability and category presence, setting the stage for its strongest quarter on Amazon to date.

THE OBJECTIVE

OUAI’s goal was to build visibility and gain market share momentum that will continue through the Holiday season.
Front Row’s Amazon and Creative teams united around three key objectives:

• Accelerate new-to-brand acquisition through event-driven awareness.
• Strengthen organic rankings across top-searched category terms.
• Maintain market share through the holiday gifting season.

THE CHALLENGE

Despite strong brand equity, OUAI faced two familiar beauty challenges on Amazon:

1. On a macro level, this year’s Fall Prime Day event saw significant decrease in traffic
2. Competitor brands offered steep discounting, up to 50%
3. Platform constraints, including limitations on image optimization opportunities, restricting creative differentiation.

This year’s lift in traffic during the Prime Day event versus average traffic was half of what it was last year, looking at Front Row portfolio ASINs that ran discounts during the event.

FRONT ROW’S SOLUTION

The foundation for OUAI’s Prime Day success was laid months earlier with a complete Amazon storefront redesign. Guided by shopper insights, Front Row rebuilt OUAI’s navigation and content architecture around how beauty consumers actually shop by hair concern, function, and fragrance.

Front Row’s creative and marketplace partnership transformed OUAI’s presence into an immersive brand experience, earning industry recognition and delivering measurable growth. The results from our partnership, outlined below, set the stage for Prime Day success leading up to the event:

Building on this success, OUAI and Front Row turned their award-winning strategy into a blueprint for Prime Day and holiday performance.

1. Marketplace Strategy

• Keyword & PPC Optimization: Focused on high-volume category terms to capture incremental traffic.
• Demand Forecasting: Catapult Analytics guided stock levels to sustain momentum post-Prime Day.
• Competitive Monitoring: Weekly tracking of competitor placements informed real-time bid adjustments.

2. Creative Strategy

• Seasonal Creative Refresh: The creative team developed Prime Day and holiday-ready assets reflecting OUAI’s effortless, aspirational tone.
• AB Testing: Multiple storefront and graphic variants tested for performance lift in CTR and CVR.
• Content Cohesion: Unified product detail pages, storefronts, and ad creatives across the customer journey.

3. Collaboration at Scale

Marketplace, creative, and analytics teams maintained a single performance loop, ensuring every decision aligned with OUAI’s brand vision and measurable results.

Beyond the metrics, OUAI’s creative repositioning and consistent ranking gains elevated its Amazon presence ahead of the critical holiday period, turning Prime Day’s short-term lift into long-term brand equity.

KEY LEARNINGS

• Momentum Matters: Prime Day should serve as a catalyst for holiday performance, not a one-off event.
• Creative Consistency Converts: Maintaining OUAI’s brand voice across visuals and messaging proved key in a crowded marketplace.
• Collaboration Wins: Tight alignment between marketplace and creative teams enabled agile responses and amplified results.

LOOKING AHEAD

For holiday, Front Row extended OUAI’s learnings into a refreshed Q4 playbook—aligning event forecasting, creative cadence, and media strategy to sustain growth beyond peak shopping periods.

READY TO BUILD YOUR PRIME-TO-HOLIDAY PLAYBOOK?

Front Row helps premium brands turn Amazon’s biggest moments into connected growth loops that sustain momentum all year.