Mamaearth achieves 77% brand recall growth through K-beauty content integration on Amazon MX Player

Goals

Mamaearth is one of India’s fastest-growing personal care brands, rooted in the philosophy of “Goodness Inside.” Centered around natural ingredients and purpose-led positioning, the brand continues to innovate across skincare, haircare, and baby care categories, building deep connections with young and value-conscious consumers.

Amidst growing interest in Korean beauty, Mamaearth spotted a gap in the Indian skincare market. It was among the first few homegrown brands to act on this insight—launching its Rice Water range to bring the K-beauty glow to Indian audiences, especially the adult Gen Z and millennial consumers, who are increasingly influenced by global beauty trends and routines.

Approach

Since the objective was to connect with adult Gen Z and millennial consumers, Mamaearth collaborated with Amazon MX Player—a video streaming service with ~80% of its audience in the 18–34 age group, and more than one-third of its users shopping for beauty on Amazon.in. The brand leveraged a key insight: Korean and V-desi shows on Amazon MX Player show high affinity to the beauty category, making them a natural, contextual fit for brand’s Rice Water range of products.

Recognizing the power of content to connect with young, beauty-conscious audiences, Mamaearth, in collaboration with Amazon Ads, crafted a content-first strategy rooted in cultural relevance and contextual alignment. The brand activated pre-roll and mid-roll video ads across Korean and other international shows. Through the integrated video ads, audiences got an engaging shoppable ad experience.

In-stream video ad with integrated product detail page

To further strengthen brand visibility, Mamaearth sponsored select international shows, ensuring consistent brand presence across the service’s international content slate. These high-impact campaigns helped embed the “glass skin” narrative within emotionally resonant moments, enhancing both brand recall and relatability.

Sponsorship of Korean show slate (left) and example of sponsorship of an individual show (right)

Emboldened by strong performance, Mamaearth evolved this into a long-term strategy—executing month-on-month, always-on video campaigns to maintain consistent engagement. The powerful synergy of audience relevance, contextual content, and sustained visibility on Amazon MX Player enabled Mamaearth to build deep brand resonance among adult Gen Z and millennial audiences.

Results

Over a seven-month period, the campaign generated 82+ million video ad impressions across Amazon MX Player shows. It achieved strong engagement with 2.6% click-through rate and 94% video completion rate indicating strong contextual resonance.¹

A Kantar Brand Lift Study ² confirmed the long-term strategy's success, showing significant increases in key metrics: +15% brand favorability, +5% awareness, and +12% purchase intent.

This also translated into sustained brand recall and awareness on Amazon.in. The brand recall grew by 77%, and the brand’s share of searches saw a significant increase of 100% on Amazon.in.³

This campaign proved that the combination of content, context, and consistency can yield meaningful uplifts in brand metrics, driving growth across awareness, engagement, and purchase intent.

Sources

¹ Amazon internal data, IN, 2024.

² Advertiser-provided data, IN, 2024.

³ Brand recall here is measured by the number of branded searches on Amazon.in.