Case studies
SEVEN BEAUTY achieved 11% lower CPC with effective video ads
Learn how Japanese beauty brand cut Amazon video ads CPC by 11% with outsourced video production.
industry marketing
Beauty marketing
Beauty is a rapidly growing global industry. Revenue from the beauty and personal care industry amounted to more than $500 billion in 2021.1 And the industry has an expected compounded annual grow rate of 4.76%.2 Discover how your beauty brand can stand out with the help of Amazon Ads.
Beauty marketing on Amazon
Amazon is a key retailer for beauty product discovery.7 The beauty category at Amazon includes mass beauty and luxury beauty brands. And these brands span cosmetics, hair care, skincare, fragrance, beauty appliances, and nail.
Understanding beauty marketing
45% of beauty purchases are semi-planned.
Semi-planned purchases include purchases made by shoppers who wanted to buy a product but didn't know exactly which one or knew the brand/product they wanted to purchase, but didn’t know which model.8
The beauty industry today
Beauty shoppers are increasingly purchasing products online, and brands have an opportunity stay top of mind for shoppers along their customer journey. Based on a survey we conducted with Kantar:
28%
Online shoppers are looking for lower prices.3
22%
Wanted to avoid shopping in-store.4
21%
Are searching for hard-to-find brands and products that brick-and-mortar stores don’t typically carry. 5
39%
Searching for products that are available online.6
Beauty marketing by the numbers
84%
84% of premium skincare shoppers that visited Amazon recall seeing an ad. 9
1 in 2
1 in 2 premium skincare shoppers own an Amazon device such as Alexa or Fire TV. 10
#1
Amazon beauty shoppers said hydration is their number 1 skincare need. 11
Challenges facing beauty brands
Omni-channel shopping
Advertisers are challenged to adapt to omni-channel retail. While online media, including streaming TV ads, streaming audio ads, social media, and retail media, influence 77% of retail decisions, 90% of CPG purchases are still made at brick-and-mortar outlets.12 With the increased number of customers buying products online, brands may consider adapting their advertising strategies to better reach relevant audiences.
Changing consumption trends
Online shopping is growing in popularity. 89% of shoppers who began shopping online during 2020/2021 are extremely or very likely to continue buying products online.13
Reaching cross-category shoppers
Mass beauty shoppers also tend to shop in the professional and luxury skincare categories. Amazon Ads can help advertisers stay top-of-mind across beauty sub-categories.14
Beauty advertising tips
Sources
- 1, 2 Beauty and personal care report, Statista, global, 2021
- 3 -8 Kantar and Amazon Ads Beauty Audience Study, November 2021, US
- 9 - 11 Kantar and Amazon Advertising P2P Lite Study June 2021
- 12 NielsenIQ Omnichannel Fundamentals 2021
- 13 Kantar and Amazon Ads Beauty Audience Study, November 2021, US
- 14 Amazon Internal, January 2021 – December 2021, US
- 15 Amazon Internal, August 2021