L’Occitane partnered with Threepipe Reply to accelerate new-to-brand (NTB) growth and expand market share within Amazon UK’s competitive beauty category. The objective was to drive year-on-year revenue growth while maintaining efficiency against a blended ROAS target, increasing discovery beyond hero SKUs and scaling refill and gifting ranges as long-term growth drivers.
We implemented a data-led, full-funnel Amazon strategy spanning Sponsored Ads, DSP and Amazon Marketing Cloud (AMC). Using AMC insights to move beyond last-touch attribution, we identified that multi-touch exposure across ad formats drove the strongest conversion pathways – particularly among new customers with lower brand familiarity.
Investment was strategically balanced across SP, SB, SBV, SD and DSP, with a strong focus on unbranded acquisition activity supported by an always-on gifting strategy to broaden reach and drive incremental demand.
- Double-digit uplift in shipped revenue vs H1 2024
- Double-digit uplift in shipped units vs H1 2024
- Increased New-to-Brand customer acquisition
Beyond short-term growth, the strategy diversified revenue streams beyond core hero products, strengthened category visibility, and embedded AMC-led optimisation as a long-term lever for scalable, acquisition-focused growth on Amazon.
