Revlon and Horizon’s product launch exceeds forecasts by 120% using full-funnel strategy

Goals

When a heritage beauty brand like Revlon brings a new product to market in today's fragmented beauty landscape, standing out requires more than just brand recognition. In 2025, Revlon faced the challenge of launching their new Glimmer product line in an increasingly complex consumer environment where audiences navigate multiple channels simultaneously—whether that be scrolling social media, watching TV, listening to a podcast, or shopping online.

The beauty landscape has become more competitive than ever, with shifting consumer expectations and evolving digital touchpoints demanding a fresh approach to product launches. Revlon needed to take a layered, insight-driven strategy to reach the right eyes (and lips) to cut through the noise.

Working with Horizon Commerce and Horizon Media, Revlon set out to create a blueprint for omnichannel product launch success that would leverage insight-driven directives and full-funnel integration. The campaign aimed not only to drive awareness for the new Glimmer products but also to convert that awareness into measurable sales growth through precise audience engagement and innovative measurement approaches.

Approach

The campaign's success hinged on a sophisticated, multi-layered strategy that brought together multiple insight sources and advertising solutions. Revlon collaborated with Horizon Commerce to implement NEON, their AI-driven incrementality measurement and optimization engine, alongside Amazon Marketing Cloud (AMC) to develop a comprehensive media mix strategy. This collaboration enabled audience optimization and dynamic optimization across channels.

The approach centered on a full-funnel integration that leveraged Prime Video, Amazon DSP, online video, and sponsored ads. By leveraging a mix of custom AMC purchase-based audiences, sequential retargeting across channels, and Circana's purchase-based audiences through Amazon Streaming TV ads, the team moved beyond traditional demographic consideration to reach qualified audiences based on actual buying behaviors. This precision targeting was further enhanced by BLU, Horizon’s connected marketing platform, which unified consumer insights across channels.

The campaign utilized Amazon Marketing Cloud to develop sophisticated custom audience segments, including High-Value New-to-Brand shoppers, Cart Abandoners, and Sponsored Product Keyword Engagers. These segments were activated across the media mix, with bid modifiers applied to sponsored ads for audiences exposed to Glimmer creative through Prime Video and Amazon DSP.

A particularly innovative aspect of the strategy was the use of cross-channel audience approaches. The team discovered that viewers exposed to both Prime Video and search demonstrated significantly stronger purchase rates compared to those who only encountered search advertisements. This insight led to real-time optimizations during key retail moments, ensuring maximum campaign impact.

Results

The results of this insight-driven approach exceeded expectations across multiple dimensions. The campaign achieved a remarkable 46.85% year-over-year increase in iROI efficiency and drove 170% growth in sales.¹ Perhaps most notably, the campaign's impact extended well beyond Amazon's owned canvas, with 82% of attributed sales occurring through other retail channels, demonstrating the true omnichannel reach of the strategy.
The combination of Prime Video exposure with search proved particularly powerful, generating a 24x higher purchase rate compared to search-only exposure.²

By leveraging sophisticated data signals, agile cross-channel execution, and advanced measurement capabilities, Revlon and Horizon created a repeatable framework for future marketing initiatives. The campaign demonstrated that when retail media is properly orchestrated with insights at its core, it can transcend traditional advertising lanes to deliver true omnichannel impact.

The key lessons learned from this campaign underscore the importance of insight-driven collaborations, full-funnel integration, and advanced analytics in today's marketing landscape. The success story shows that by combining heritage brand strength with innovative digital strategies, even well-established brands can find new ways to connect with consumers and drive exceptional results. This approach has set a new blueprint for how brands can leverage Amazon Ads solutions to create meaningful connections with consumers while driving measurable business outcomes.

Sources

^1–2 Amazon internal, US, 2025.