Benefit Cosmetics and Anastasia Beverly Hills dominate the brow category, making it challenging for other brands to compete. The two combined account for a third of search results on Sephora and Ulta, and consumers even search for their branded product names (such as Anastasia’s “Brow Wiz”) more often than their generic counterparts.
However, U.K.-based Wunder2 managed to become Amazon’s number one bestseller for brow makeup thanks to a creative strategy. Instead of confronting Anastasia Beverly Hills and Benefit Cosmetics in social or content creation – the two areas where they are strongest – the brand takes an Amazon-first approach and invests aggressively in search.
On Amazon, the brand focuses on its major product, the Wunderbrow Semi-Permanent Eyebrow Gel. All product variations are consolidated on a single page, optimizing the volume of ratings and reviews, according to L2’s Brow Wars report. This also enables the top-selling SKU to act as a buoy, lifting other variations to a higher sales rank (and thus visibility) than if they were listed individually.
Wunder2 also features stellar content on its Amazon product page to further boost visibility, including relevant UGC, before-and-after pictures, and tutorial videos. Outside the e-tailer, the brand buys more PLAs against brow-related search terms than any of its rivals – driving consumers to Wunder2’s site rather than the competition.