Client
Professional Haircare Brand Sold at Sephora / ULTA / Macy’s / Salons
Business Challenge
This prestige brand had premium positioning in salons and luxury brick & mortar retail but was faced with 100+ discounting resellers on Amazon which raised concerns about distribution control and brand equity erosion with their private equity backers. The client had a small advertising budget and few reviews to boost visibility/credibility with customers.
Goal
Establish total brand protection and replicate professional beauty gating on Amazon, leading to a clean and growing channel. Utilize their marketing budget efficiently to support brand protection efforts.
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“We have been working with Market Defense for nearly a year now, and we’ve been very pleased with our partnership. The entire Market Defense team is professional, responsive and proactive, and have really helped us to navigate the complex Amazon channel and build our presence there in a methodical way, while exceeding our sales expectations.”
Approach
Employ defensive marketing strategies to gain control of branded search and combat competitors who were poaching customers by outbidding on the brand’s keywords.
Results
- Removal of 595 resellers in 24 months, establishing a 96% Buy Box and a clean Brand presence commensurate with the brand experience on other channels.
- Annual sales increased 3x in Year 2 over Year 1.
- Projections tracking to be be 5x+ of Year 1.
- Recouped $169,000 in Amazon chargebacks in 18 months.
