How L’Oréal Mexico reached new audiences with a full-funnel strategy

L’Oréal is a global leader in the beauty market,1 with brands and products across the five main beauty categories: hair care, hair color, fragrance, skin care, and makeup. When the company wanted to shift its strategy and reach new audiences in Mexico, it engaged Amazon Advertising to help drive brand awareness and consideration.

L’Oréal was missing an opportunity to engage a larger audience who had not interacted with its brands on Amazon. By focusing only on lower-funnel initiatives, L’Oréal was reaching just 14% of potential Amazon customers.2 To reach customers across the customer journey, the company adopted a full-funnel marketing strategy using Sponsored Brands, Sponsored Products, and display and video via Amazon DSP.

L’Oréal Mexico saw positive results from their new Amazon Advertising strategy:

  • Sales on Amazon increased +400% year over year3
  • The brand attracted 140,000 new-to-brand customers4
  • 56% of total ad-attributed purchases were new-to-brand customers5

Watch the video below to learn more about L’Oréal Mexico’s strategy and results.

Amazon Advertising is a key piece of our full-funnel media strategy.– Pablo Sanchez Liste, CMO, L’Oréal Mexico

1 WWD, “Beauty’s Top 100”, May 2019
2 Amazon Internal Data, 2020
3 L’Oréal MX Internal Data, 2020
4 Amazon Internal Data, 2020
5 Amazon Internal Data, 2020