Case Study
How Streaming TV ads combined with audience insights helped Kérastase reach 13.3M unique users
Goals
- Launch Première, Kérastase's innovative decalcifying haircare line, through a comprehensive brand awareness campaign
- Educate consumers about the product's unique dual-action technology
- Drive consideration and sales in the premium haircare segment
Approach
- Launched full-funnel strategy across Amazon.it, Prime Video and Fire TV
- Delivered educational content, created by Brand Innovation Lab, on custom landing pages and immersive product detail pages
- Leveraged Amazon Marketing Cloud for relevant audience insights
Results
- Reached 13.3M unique users
- Achieved 80% increase in brand searches on Amazon.it
- Generated 30% growth in sell-out
- Improved brand awareness by 6.5%1
When Kérastase prepared to launch Première, its new haircare line representing a decade of decalcifying research, the L'Oréal Group faced a complex messaging challenge. They needed to effectively communicate both the technical innovations—removing calcium buildup from hard water that leaves hair dull, stiff, and damaged—and the product’s routine and quality in one cohesive narrative.
Première stands out from all our other ranges for two main characteristics. It's L'Oréal's first decalcifying treatment. Specifically, the Pure Acids Complex (Citric Acid and Glycine) removes excess calcium from the fiber, giving hair shine and softness. The second characteristic is its double repairing action. The hair's keratin bonds are repaired, while simultaneously the acidic pH of its ingredients closes the cuticles, sealing the fiber. This allows us to reduce hair damage while strengthening it at the same time,
— Silvia Guerinoni, Brand Director, Kérastase & Shu Uemura.
The complexity of conveying multiple elements—the decalcifying technology and repair benefits message points, the correct product usage, and Kérastase's premium positioning—called for a sophisticated full-funnel strategy. The brand chose Amazon Ads to build an integrated campaign that would showcase the product's unique benefits in premium environments, while driving measurable business results.
A full-funnel strategy: From Prime Video ads to a custom landing page
Launched during September and October, when consumers are seeking haircare that combats summer damage, the campaign utilized Amazon Ads full-funnel capabilities to layer these messages throughout the consumer journey. Initial awareness of the Première line and benefits was built through premium streaming ads on Prime Video and Fire TV, while detailed product education on the correct routine steps to follow was delivered through a custom landing page developed by Brand Innovation Lab, Amazon’s global team of strategists, creatives, and technologists. The experience culminated in immersive product pages, including interactive videos, that showcased the five-product range, ensuring each benefit was clearly communicated and understood by the target audiences.
With Amazon Ads, we can reach customers while they're watching a film or series on Prime Video, or when they're browsing the Amazon store, ensuring a consistent and coherent presence. The ability to reach audiences throughout the entire path to conversion, thanks to the suite of integrated services it offers, is a decisive advantage.
— Gabriele Visentin, L'Oréal's Chief Digital Officer PPD
Furthermore, Amazon Marketing Cloud (AMC) offers us the ability to segment audiences with extreme precision while respecting privacy. AMC is a clean room solution that allows us to analyze pseudonymized data, including Amazon Ads event-level signals and our proprietary insights, to create highly profiled Custom Audiences. Last but not least, having a dedicated Amazon Ads expert team supporting brands like ours was a determining factor in our choice. This enables us to optimize campaigns, adapt messages to specific consumer needs, and maximize budget effectiveness.
— Vincenzo Roviello, Performance Media Manager PPD
Campaign results
The campaign delivered strong performance across awareness, consideration, and sales metrics. Reaching 13.3M unique users,2 it generated an 80% increase in brand searches on amazon.it compared to the previous period,3 leading to a 30% growth in conversion.4 Kantar's Brand Lift Study showed brand awareness increased by 6.5%,5 while ad awareness rose by 12.2% and brand consideration grew by 7.1%.6 These results demonstrate how the combination of strategic timing, premium placements, and data-driven optimization helped Kérastase establish its innovative line in the competitive haircare category.
1 Kantar Brand Lift Study, IT, Sep 9–Oct 27, 2024; female only users, control 199 - exposed 252.
2 Amazon internal data, IT, Sep–Oct 2024.
3 Amazon internal data, IT, monthly product page views Première franchise, test period Sep–Oct 2024 vs. control period May–Aug 2024.
4 Amazon internal data, IT, monthly 1P+3P sales, test period Sep–Oct 2024 vs. control period Jun–Aug 2024.
5-6 Kantar Brand Lift Study, IT, Sep 9–Oct 27, 2024; female only users, control 199 - exposed 252.