Launching AAVRANI Into A New Product Category

AAVRANI, a skincare brand, was looking to pivot into the haircare market. Their goals were to raise awareness for their new product line, educate consumers on its benefits, and drive sales within this category. To accomplish these goals, AAVRANI partnered with WITHIN to create a marketing strategy that would ensure a successful category pivot and support sustained company growth on Amazon.

To launch AAVRANI into the haircare market, WITHIN implemented a multi-faceted strategy. First, using insights from MRI Simmons, a consumer insights and research tool, WITHIN identified key audience demographics and interests to target high-intent shoppers within this new market. Recognizing that many customers would be discovering AAVRANI for the first time, WITHIN revamped their Amazon Brand Store to immediately capture attention and educate shoppers on the new haircare line. This revamp included enhancing product listings with Amazon’s Premium A+ Content, which featured clinical studies and customer reviews to build trust, educate potential customers, and drive purchase intent. Furthermore, WITHIN implemented Sponsored Brand ads and Sponsored Product campaigns focused on the two hero hair care products, significantly enhancing their visibility and driving sales.

WITHIN’s data-driven approach resulted in a highly successful pivot into the haircare market for AAVRANI, with 91% of first-month sales coming from new customers. The revamp of the Brand Store proved to be a success, generating 7.5x more sales than before, while drawing in 2.2x more new visitors and boosting engagement, showcased by a 14-second increase in average dwell time.

These improvements led to substantial revenue growth, with average order value and revenue per visitor both increasing.