In today’s ever-evolving consumer journey, beauty brands face a growing challenge to achieve latest audiences across multiple touchpoints through each online and offline channels.

And with more beauty brands, and products than ever before, it’s essential for brands to ascertain a meaningful reference to shoppers that builds trust and loyalty in a highly competitive environment.

Still, online beauty sales are expected to extend by 26 percent over the following three years in response to data from a 2022 eMarketer report. Brands that maintain an always-on promoting strategy, connecting with audiences continually over time, stand to grow their reach with beauty consumers as they appear to fulfill their beauty needs.

Brittany Auer, senior beauty sales manager at Amazon Ads, explained in a roundtable with WWD, “an always-on promoting strategy, because the name suggests, allows brands to consistently reach their audiences, making them discoverable within the places where beauty shoppers are more likely to be.”

For instance, Auer continued “this could possibly be shoppers browsing the Amazon store, watching their favorite show on streaming TV or engaging with like-minded communities on Twitch. Brands that implement an always-on approach can gain long-term success by analyzing the insights gathered from their campaigns over time. These insights can inform tactics across their Amazon Ads campaigns, resulting in optimization and ensuring that their brand stay discoverable and top-of-mind throughout the trail to buy.”

In 2022, Moroccanoil partnered with Amazon for an always-on strategy that leveraged the complete funnel of Amazon Ads solutions to fulfill goals for its latest campaign. Emma Sayles, senior manager of eRetail and digital marketplaces at Moroccanoil, shared that the campaign goals were twofold: drive consideration for the brand’s award-winning hair care line while also constructing awareness for its larger expansion into body care.

“We decided to launch with an always-on strategy, given the success we had seen from past campaigns dating back to 2019 once we first launched on Amazon with an always-on sponsored ads campaign,” said Sayles. “In the next yr, we added Amazon DSP to our media mix to extend our reach with in-market shoppers, which we’re still running three years later.”

Along with leveraging DSP and Fire Tablet to deliver its brand message in 2022, Moroccanoil increased its investment in upper funnel solutions including Audio ads, Twitch and streaming TV ads to achieve shoppers closer to the invention phase.

Within the months following Moroccanoil’s full-funnel launch, Sayles said, there have been above-benchmark increases in average monthly sales and glance views. In a 2022 study, Amazon Ads data revealed that on average beauty brands that included brand-building solutions of their strategy saw a 14 times higher consideration rate.

Looking ahead, Sayles shared that Moroccanoil will “double down on those upper funnel solutions,” because the brand continues to expand its reach to in-market premium hair care audiences.

Auer added, “the shopping journey will not be all the time straightforward, so brands that may reach shoppers across various ad experiences with relevant messages at different points of their journey can see a rise in conversion rates. It’s all about finding the suitable mixture of ad products that work on your brand and reaching shoppers where they’re most probably to have interaction along with your message.”

Ultimately, “an always-on strategy will be considered as a marathon, not a sprint,” concluded Auer. “It’s a technique that’s designed to spice up product discoverability and drive long-term growth. The keys to an always-on approach are testing, learning and optimizing.”

For more insights and concepts about how Amazon Ads may help your beauty brand stay top of mind with audiences, watch the newest Thought Leadership Lab with Brittany Auer and Emma Sayles. And to learn more about how your brand can reach beauty shoppers, visit http://promoting.amazon.com/beauty.

*2022 Amazon internal data