Revlon drives 220% higher CTR and 5.9x ROAS with Responsive eCommerce Creative ads

Goals

With thousands of products spanning hair color, cosmetics, and skincare, Revlon faced a challenge familiar to many brands with large catalogs: how to optimize advertising performance across their entire product portfolio while driving results at every stage of the customer purchase journey. If you manage a similarly extensive product catalog, you may recognize the same creative production bottleneck that limited Revlon's ability to fully activate their portfolio.

Traditional approaches to display advertising required manual creative development for individual products or small product groups, making it nearly impossible to maintain consistent performance across a catalog of this size. Each product required unique creative assets tailored to different placements and audience segments, creating a resource-intensive process that constrained media support to only a handful of hero products.

Revlon's goal was to find an approach that could automatically deliver relevant ad experiences tailored to each shopper's context, driving awareness, consideration, and conversion simultaneously across their full range of beauty products.

Approach

Revlon partnered with Amazon Ads to implement Responsive eCommerce Creative (REC) ads, a display ads solution available through Amazon DSP. REC is a dynamic creative optimization solution designed for endemic advertisers selling on Amazon. It automatically generates context-aware ad experiences from existing product catalog data, using Amazon's first-party shopping signals to test different layouts, imagery, and messaging combinations in real time. This capability differentiates REC from other dynamic creative solutions by leveraging deterministic purchase and browsing data rather than inferred signals.

The technology continuously optimizes creative elements across various placements, ensuring each ad experience is tailored to the individual shopper's context and position in the purchase journey. A shopper in the awareness phase sees a different creative combination than one who is closer to making a purchase decision, maximizing relevance at every touchpoint.

This approach enabled Revlon to activate their complete product catalog for advertising without the need for manual creative production at scale. By using Amazon's first-party signals, REC identified the most effective creative combinations for each placement and audience segment, delivering relevant ad experiences that moved shoppers from initial discovery through to conversion.

Results

The implementation of Responsive eCommerce Creative ads delivered strong full-funnel performance for Revlon, outperforming Beauty & Personal Care industry benchmarks across all key metrics.

Revlon achieved a 220% higher click-through rate (CTR)¹ compared to the category benchmark. REC's real-time creative optimization, which tested layouts and messaging combinations to identify the most engaging formats for each shopper, drove this significant uplift in engagement with beauty product shoppers.

The brand also saw a 114% higher detail page view rate (DPVR),² indicating that the contextually relevant ad experiences successfully moved shoppers deeper into the purchase journey. Shoppers who engaged with REC-powered ads were more likely to explore product detail pages, signaling genuine purchase intent.

Most notably, Revlon realized a 5.9x higher return on ad spend (ROAS)³ versus the benchmark. For every dollar invested in REC-powered campaigns, Revlon generated nearly six times the return compared to typical Beauty & Personal Care category performance, turning creative optimization into direct revenue growth.

Key takeaways for your campaigns: Activate your full catalog by using existing product data rather than creating individual creatives. Use first-party shopping signals to optimize creative performance across different funnel stages. Test REC ads alongside standard display to benchmark performance improvements.

Sources

^1–3 Amazon internal, US, 2026.