Beauty & Personal Care
Henson ShavingTM
About
Henson Shaving, a premium brand offering innovative and sustainable shaving solutions, entered the Amazon US marketplace to expand its reach to a broader audience. Known for its high-quality, eco-friendly razors, the brand’s products cater to discerning customers seeking superior shaving experiences.
The goal was to rapidly establish the brand’s presence in the shaving category and balance ad spend and organic growth to increase profit margin. So, read on to learn how SwiftStart builds a foundation for Henson's long-term scalability on Amazon.
Challenges
Henson Shaving faced significant challenges in establishing its presence online. Though it was pretty successful in the offline market, it was new to Amazon, entering a highly competitive niche that made the situation worse. Eager to overcome these obstacles, the company urgently sought expert support from SwiftStart to carve out its place in the market and achieve long-term success.
Lack of Online Presence
Despite the offline success, the brand was new to Amazon, with no existing organic rank or reviews.
Highly Competitive Niche
Well-established brands with significant market share dominate the shaving and grooming category.
Profitability Concerns
Balancing advertising costs with sustainable growth requires a focused, data-driven approach.
Approach
1. Launch and Scale Strategy
SwiftStart implemented a phased approach to ensure quick wins and sustainable growth.
Data-Driven Keyword Strategy
Conducted in-depth competitor analysis to identify high-converting, low-competition keywords.
Focused on building visibility for niche keywords before scaling to broader, high-volume terms.
Listing Optimization
Developed detailed, SEO-friendly listings with enhanced brand content (A+ content) to highlight Henson Shaving’s unique selling points.
Designed visually appealing product images that demonstrated the product’s premium quality.
Sales Velocity Tactics
Launched promotional campaigns to incentivize early purchases.
Combined FBA (Prime-eligible shipping) with competitive pricing to encourage conversions.
2. Advertising and Marketing
Low-Cost Awareness Building (August)
Focused on Sponsored Product ads targeting long-tail, niche keywords.
Maintained a low ACoS of 6.7% to balance initial ad spending with profitability
Scaling Ad Spend (September)
Expanded campaigns to include Sponsored Brands and Sponsored Display ads to capture more visibility.
Introduced retargeting strategies to re-engage shoppers who showed interest.
Optimizing for Profitability (October)
Refined campaigns by reallocating the budget to high-ROI keywords and pausing underperforming ads.
Maintained a healthy ACoS of 15.15%, while driving a higher proportion of PPC orders.
3. Organic Growth
Leveraged ad-driven keyword ranking to boost organic visibility.
Built early sales velocity to encourage Amazon’s algorithm to favor Henson Shaving in search results.
Enhanced review generation through automated follow-ups, increasing customer trust and conversions.
Results
Henson Shaving achieved explosive growth in just three months.
Exceptional Sales Growth
August 2024: Gross sales of $48,452.86 from 1,317 orders.
September 2024: Sales grew by 297%, reaching $192,355.14 from 3,480 orders.
October 2024: Continued growth of 27%, with sales hitting $244,324.48 from 4,220 orders.
Improved Ad Spend Efficiency
ACoS: Maintained a low ACoS throughout, from 6.7% in August to 15.15% in October, reflecting high efficiency in ad spend.
TACoS Reduction: Reduced TACoS from 8.0% in September to 6.7% in October, showcasing increased profitability through organic growth.
Ad Sales Contribution: Grew ad sales from $11,497 in August to $108,228 in October, indicating a well-optimized advertising strategy.
PPC Order Contribution
Grew from 23.7% of total orders in August to 44.3% in October, highlighting the effectiveness of PPC campaigns in driving conversions.
Organic Sales Growth
Organic sales steadily increased, driven by improved keyword rankings.
August 2024: Organic sales of $36,955.91 accounted for 76.3% of total sales.
October 2024: Organic sales reached $136,096.32, accounting for 55.7% of total sales, demonstrating robust growth in non-paid traffic.
