Client Background

Caudalie is a renowned French skincare brand known for its natural and sustainable beauty products, focusing on harnessing the benefits of grape-derived ingredients. The brand has a strong presence in the premium beauty market, offering high-performance skincare products. One of its most iconic and best-selling items is the Vinoperfect Radiance Serum, which has built a loyal customer base due to its effectiveness in reducing dark spots and enhancing skin radiance. However, as competition in the premium beauty space grows, Caudalie sought to solidify its market position on Amazon further while continuing to scale the Vinoperfect serum’s sales.

Challenge

Despite the serum’s top-selling status, Caudalie faced challenges scaling its advertising efforts on Amazon. The premium beauty space is competitive, and many of Caudalie’s products are categorized as “premium beauty,” which means they are restricted from advertising directly on competitor pages. Additionally, brand loyalty in this segment is high, making acquiring new customers more expensive and complicated. Caudalie had achieved excellent results using sponsored product, brand, and display ads but sought to diversify its strategy to increase visibility while maintaining efficiency.

Approach

To address these challenges, the Teikametrics’ team developed a comprehensive full-funnel advertising strategy that integrated Amazon DSP and Streaming TV (STV) into Caudalie’s existing advertising efforts. This strategy was designed to enhance both reach and retention, focusing on:

  • Retargeting potential customers who viewed the Vinoperfect serum but didn’t make a purchase.
  • Retention campaigns to encourage repurchases from recent buyers, time-based on how long a bottle typically lasts.
  • Conquesting by targeting viewers of competitive brands in the premium beauty space despite restrictions on direct competitor targeting.
  • In-market audience targeting to reach new shoppers early in their buying journey, specifically focusing on those interested in facial serums and other premium skincare products.

By leveraging DSP and STV, we created a full-funnel approach that drove qualified traffic to Caudalie’s product detail pages while maintaining efficiency through tailored audience segmentation.

Results  

  • 108% increase in total orders
  • 107% increase in total sales
  • 71% increase in ad sales
  • The 82% increase in conversion rate (CVR) demonstrates the effectiveness of the awareness and retargeting efforts.

Takeaways

This campaign highlighted the importance of a full-funnel approach for brands in competitive industries like premium beauty. By integrating upper-funnel awareness campaigns with lower-funnel retargeting and retention efforts, Teikametrics increased visibility and drove incremental sales while maintaining efficiency.