Amazing Agency helps Avène achieve +295% prospecting ROAS with full-funnel seasonal strategy

Goals

Avène Solares, a dermo-cosmetic sun care brand from Pierre Fabre, had built a strong seasonal performance on the Amazon store in Mexico—generating 21,225 purchases and a 7.33x total return on ad spend (ROAS) during the March–June peak. But the brand’s advertising activity was concentrated almost entirely on capturing existing demand through sponsored ads during those high-intent months, leaving the shopping journey fragmented. There was limited upper- and mid-funnel work to generate awareness, nurture consideration, or reconnect with shoppers beyond the summer peak.

This created a clear growth ceiling. Shoppers were reached at the point of purchase, but the brand wasn’t building qualified audiences that could convert efficiently once seasonal intensity faded. The opportunity was to extend performance beyond the peak—turning a seasonal brand into one with year-round conversion momentum.

Avène partnered with Amazing Agency, an Amazon Ads partner and agency with a proprietary methodology that combines the management and optimization of content and advertising on Amazon. The goal was to develop an integrated approach that could maximize sales across the full 2025 sun care season (March–December), improve conversion efficiency in lower-demand months, increase prospecting profitability, and expand the brand’s new-to-brand (NTB) customer base.

Approach

Amazing Agency’s insight was that the brand’s seasonal decline wasn’t inevitable—it was a measurement and activation problem. Shoppers exposed to the brand during summer didn’t disappear; they simply weren’t being reached again when they were ready to convert later in the year.

The team designed an integrated full-funnel Amazon Ads strategy combining sponsored ads with Amazon DSP across three seasonal phases. During March–June, the team activated sponsored ads alongside Amazon DSP prospecting and remarketing to generate demand, build initial audience pools, and capture early-season intent. During July–August, the team increased reach and brand-building pressure with awareness, consideration, and remarketing campaigns, generating 35 million impressions. The objective was not only to drive immediate sales but also to qualify audiences for later conversion. In the post-season period (September–December), the team reactivated the qualified audiences built during summer, when category noise was lower and audience quality was higher, driving stronger conversion and profitability.

Amazon Marketing Cloud (AMC) played a central role in the strategy. The team analyzed more than 200 unique conversion paths by period to understand how shoppers moved across Amazon DSP and sponsored ads touchpoints, then reallocated investment toward the combinations that created stronger conversion signals. Amazon DSP audiences were segmented around Amazon shopping and interest signals aligned with the dermo-cosmetic profile of Avène, both on Amazon and the open internet.

This methodology demonstrated how seasonal brands can extend their growth window by treating upper-funnel investment as audience infrastructure—building qualified pools during peak attention and converting them when efficiency is highest. Rather than viewing Amazon DSP and sponsored ads as separate workstreams, Amazing Agency helped connect them into a single system where each phase’s output became the next phase’s input.

Results

The results exceeded objectives across all key metrics and confirmed that full-funnel seasonal phasing can transform a peak-dependent brand into one with sustained conversion momentum.

Conversion rate improved by 51%, rising from 0.071% during the March–June baseline to 0.107% in the September–December post-season period—proving that audiences built during peak months converted at significantly higher rates when reactivated later.¹ Prospecting ROAS improved by 295%, from 1.01x to 3.97x, making prospecting a profitable growth driver beyond the summer peak.² Remarketing also reached its highest performance level at 15.5x ROAS in the post-season period.³ New-to-brand acquisition reached 25,129 NTB purchases generating $9.54M MXN in NTB sales across the full March–December period, confirming the strategy expanded Avène Solares’ customer base and created stronger future demand.⁴

The success demonstrated how sophisticated use of Amazon Marketing Cloud, Amazon DSP, and strategic seasonal phasing can help brands unlock conversion efficiency in periods traditionally considered off-peak—turning a seasonal campaign into a compounding growth system.

Sources

^1-4 Avène, a Pierre Fabre brand, Mexico, 2025.