L’Oréal Professionnel, a division of the L’Oréal Group, prepared to launch Absolute Repair Molecular, their breakthrough solution promising to reverse two years of hair damage in just one use, on Amazon.ae. They had three core objectives: to build awareness, drive engagement, and ultimately, boost sales with a product launch strategy on Amazon.ae.

By interpreting insights from its brand lift study, L’Oréal Professionnel discovered that younger audiences displayed higher intent to purchase and consider Absolute Repair Molecular.¹ This promising insight solidified the product’s appeal among digitally savvy shoppers but also highlighted the need to adapt and tailor ads for older demographics. In partnership with Amazon Ads, the beauty brand devised a full-funnel marketing campaign on Amazon.

The full-funnel formula

To bring Absolute Repair Molecular to the forefront, the campaign tapped into every stage of the customer journey, from awareness to conversion. While sponsored ads remain always-on for the brand, this launch called for additional marketing drivers. On launch day, a homepage placement on Amazon.ae amplified the buzz around the new product. This high-impact takeover immediately drove substantial traffic to the Brand Store, contributing to a surge in traffic.

Collaborating closely with Amazon Ads, the beauty brand designed a bespoke landing page. This digital hub delved deeper into the product’s molecular-level damage repair and showcased how it stood apart from the traditional Absolute Repair lineup. By consolidating product details, educational content, and customer testimonials in one place, the brand seamlessly guided curiosity towards purchase.

L’Oréal Professionnel’s custom Brand Store

Additionally, the campaign’s Amazon DSP strategy leveraged video ads and display ads to bring the “time machine” concept to life, using visually engaging storytelling to highlight the product’s core ingredient and advanced technology in a digestible format. A strategic re-engagement funnel ensured an effective customer journey, re-engaging cold audiences with broader messages while guiding interested audiences further with tailored callouts and offers, ultimately helping drive more conversions.

Moreover, sponsored ads were utilized to help differentiate Absolute Repair Molecular in the dense haircare category. Sponsored Products and Sponsored Brands leveraged product highlights and video assets to engage shoppers searching for salon-grade solutions, with video formats clearly communicating key benefits like “Repair two years of damage in one use” and “Replump hair molecular layers.” Meanwhile, Sponsored Display utilized contextual targeting with videos to maintain high visibility among customers actively exploring haircare options, ensuring a continuous presence and reinforcing brand awareness.

Finally, influencer collaborations orchestrated a vibrant social media push. Each channel fed potential customers into Amazon.ae, where any lingering questions about the product were answered through robust product detail pages and compelling creatives.

The results

Over the course of the campaign, L’Oréal Professionnel saw a surge in momentum that validated its full-funnel marketing approach. With Amazon DSP, awareness ads recorded over three million impressions, building substantial brand recognition among potential customers.² Purchase-oriented Amazon DSP ads achieved a ROAS of 2.4, proving that the combination of re-engaging, high-impact video, and display tactics helped customers go from initial interest to final purchase.³

The homepage takeover on launch day was an unmistakable game changer, yielding a total ROAS of 32.13 that day.⁴ This was 4.5x more compared to the previous day, increasing the average daily sell-out by +63% versus prior to the activation of the homepage takeover.⁵

Finally, in the sponsored ads category for Absolute Repair Molecular, the brand registered a total ROAS of 8.1, indicating that for every dollar spent on advertising, the brand recouped significantly more when factoring in overall revenue.⁶

By focusing on the full funnel, the brand was able to integrate Amazon-specific marketing tools, social media buzz, and influential partnerships into a cohesive campaign that resonated with diverse age groups and drove commercial success.

Sources

¹ Lucid Brand Lift Study, L’Oréal Professionnel, UAE, 2024.

^2-6 Amazon Internal Data, UAE, 2024