Launching a Premium Make-up
brand on Amazon UK
Introduction
Sculpted by Aimee Cosmetics is an Irish makeup brand founded in 2016 by makeup artist Aimee Connolly. After years of experience working within the industry, regularly contributing to TV shows, in columns for print and working on photo shoots and beauty events, Aimee felt passionate about creating products she felt were missing from the market, all in line with her ethos of making makeup easier.
The brand has grown phenomenally, launching 100+ SKUs to date and is ready to begin its expansion into new markets. That’s where Brand Monkey came in.
Objectives
Launching on the Amazon marketplace would be a new channel for Sculpted. With the brand growing rapidly through their retail channels, including Boots, and their direct brand store, Sculpted wanted to launch on Amazon to build their brand presence in the UK post Brexit. Great consideration was taken around the logistics of FBA, their premium pricing against the competition and how tax could be handled within their accounting procedures, as well as being mindful of their existing distribution channels.
We quickly became an extension of the team, spending time with the commercial team at Sculpted, along with their 3PL partner, imparting our knowledge on sending products into Amazon FBA and advising how scaling the sales would unlock further allocated space.
With their marketing team, we rolled out a plan which included account opening, Brand Registry, Brand Store Development, Video Production direction for Brand Store, Listings and Video Advertising.
Once the first round of products was uploaded, we proposed an expected sales goal by the end of a 12-month period. We aimed to include strategic promotions using Amazon’s vast array of tools, as well as an advertising campaign using benchmark data from the categories Sculpted sell in, allowing us to create KPIs that would go on to help us keep scaling in an upwards trend. The ultimate goal: expand beyond the UK into Europe and the US.
Outcome
We continue to achieve ACoS at less than the KPI of 30%, which is lower than the expected percentage in this category. Within 2 months, Sculpted had already surpassed their initial monthly run rate, with the expectation to exceed their desired 12 month goal by as much as 60%!
