L’Occitane partnered with Threepipe Reply to accelerate new-to-brand (NTB) growth and strengthen market share within Amazon UK’s competitive beauty category. The brand aimed to expand reach beyond established hero SKUs by increasing discovery across refill formats and gifting ranges — key levers for long-term growth and diversification.
The Challenge
The challenge was to deliver strong year-on-year revenue and NTB growth while maintaining efficiency with a blended ROAS target.
The Solution
We advised on a data-led full-funnel strategy combining Amazon Sponsored Ads, Amazon DSP, and Amazon Marketing Cloud (AMC) to attract and convert new shoppers more efficiently.
Using AMC insights, we were able to move beyond last-touch attribution and identify that the strongest pathways to conversion involved multiple exposures across different ad types — particularly among new customers with limited brand awareness. As a result, investment was strategically distributed across multiple ad formats (SP, SB, SBV, SD, and DSP), balancing branded and unbranded activity.
Unbranded campaigns were a focus of ad spend. This ensured sustained focus on acquisition, supported by an always-on gifting strategy.
Results
During H1 2025, L’Occitane achieved double-digit uplift in both shipped revenue and shipped units versus H1 2024 – reflecting both new customer acquisition and improved order value. New-to-brand customers were driven by unbranded investment and AMC-led optimisation.
