Case study
The April helps Beauty of Joseon reactivate dormant customers by 53% and drive sales 146%
After supply chain issues stalled momentum for their bestselling Eye Serum, Beauty of Joseon worked with The April to turn Amazon Marketing Cloud audience insights into a full-funnel comeback strategy – reactivating dormant customers at scale.
key insights
+146%
Sales growth after full-funnel reactivation strategy
53%
Hibernating customers reactivated
-61%
Lower cost per purchase with Performance+
Goals
Supply chain disruptions can derail even category leaders. Beauty of Joseon, a mid-size K-beauty brand, had held the #1 Bestseller position in the Eye Treatment category on the Amazon store in the United States – until supply chain issues from August to October 2025 forced several top products off the shelf. The impact was immediate: the flagship Eye Serum dropped from #1 to #3, sales declined 31%, and click share on critical keywords collapsed from 11% to 6%.1 An Amazon Marketing Cloud (AMC) analysis revealed the deeper problem: 51% of the brand’s historical customers had entered a hibernating state.2
Traditional search-focused advertising alone could not reverse the decline. Working with The April, a specialized K-beauty agency and Amazon Ads verified partner, Beauty of Joseon set clear recovery goals: reclaim the #1 Bestseller rank, reactivate their dormant customer base and restore total business growth.
Approach
The April designed a full-funnel reactivation strategy built on Amazon Marketing Cloud insights, deploying three coordinated strategies from November 2025 to January 2026. First, the team focused on reactivating dormant customers through streaming TV ads. AMC’s custom Recency, Frequency, Monetary (RFM) analysis confirmed the 51% hibernation rate, while an Audience Overlap analysis revealed that 71% of the brand’s customers were active Prime Video users, making streaming TV ads the ideal upper-funnel channel.3 The April deployed Prime Video ads using RFM AMC custom audiences to rebuild emotional connection with dormant shoppers.
To maximize conversions, the team leveraged Amazon DSP remarketing. A Purchase Path analysis showed that customers exposed to both sponsored ads and Amazon DSP exhibited an 8,250% higher conversion rate compared to unexposed users.4 The April built AMC audiences reaching users already engaged through sponsored ads, maximizing multi-touch frequency. Finally, the team integrated Performance+ campaigns using machine-learning optimization to expand unique reach across Amazon and beyond, engaging high-intent shoppers in real time.
Results
The full-funnel strategy delivered transformative results within three months. Total business sessions increased 158% and revenue grew 146%,5 while the Eye Serum reclaimed its #1 Bestseller rank with product sales up 156%.6 Hibernating customers decreased from 51% to 24%, with 53% of dormant users reactivated through Prime Video ads.7 Meanwhile, Performance+ reached 472,000 new customers with 30% incremental reach, while decreasing cost per purchase by 61%.8
The methodology proved scalable: when The April applied the AMC RFM reactivation model across its broader client portfolio, it achieved a 63% reduction in cost per acquisition for other advertisers.9
The success shows that when brands pair Amazon Marketing Cloud audience insights with a coordinated full-funnel strategy, even significant setbacks can become growth opportunities. The April helped Beauty of Joseon turn a supply chain disruption into a reactivation playbook.
Sources
1–9 Beauty of Joseon, U.S., 2025–2026.