Independent brands have historically dominated Amazon’s Beauty and Personal Care categories. However, enterprise brands are beginning to perform better due to better use of marketing levers, both on and off the platform. A noteworthy example of this is legacy brand Garnier, which experienced a spike in performance on Amazon not long after running a TV campaign, L2’s Director of Amazon Research Cooper Smith said during L2’s first Amazon Briefing last week.
Legacy brands looking to improve on Amazon should take note of Garnier’s strategies both before and after this surge in performance, which occurred in August, promptly following a TV campaign for SkinActive Micellar Cleansing Water. This demonstrates one of the key correlations observed at the Amazon Briefing: offline media can have a huge impact on online traffic. Garnier followed up with a second AMS campaign for the same product, further boosting traffic on Amazon.
Smith also pointed out that the brand’s Amazon performance lined up with L2’s Google analysis for the search term “Micellar Cleansing Water”. This suggests that consumers saw the ad, searched for “micellar cleansing water” on Google, and ended up on Amazon. In addition to the 55% of searches that already begin on Amazon, this incremental traffic from searches ending up on Amazon contributed to a standout quarter for Garnier.