How Enterprise Beauty Brands Leverage Front Row to Manage Complex Product Catalogs
For enterprise beauty brands, agencies aren’t just vendors—they’re strategic partners that can turn catalog complexity into a competitive advantage. By combining technology, industry expertise, and creative agility, an agency can help your brand ensure your products resonate globally while maintaining operational precision. And with the immense challenges that come with managing complex product catalogs that span thousands of SKUs, seasonal launches, and global market variations, most brands could benefit from a partner to help them make the most of their marketplace presence.
Larger beauty and cosmetic lines often include customizable, region-specific formulations (e.g., SPF regulations), and rapid trend-driven launches. Enterprise brands must also maintain omnichannel consistency, ensuring their pricing, imagery, and compliance details are accurate across all e-commerce platforms, retail partners, and DTC sites where their products are available.
With the right strategy in place, enterprise beauty brands can navigate these complexities effectively—ensuring their extensive product catalogs thrive on marketplaces like Amazon.
SEO-Optimized Product Pages
Managing a vast product catalog requires more than just listing products—it demands strategic optimization to enhance visibility and conversions. Our content and SEO specialists conduct in-depth keyword research to align product listings with consumer search behavior, ensuring your products rank highly in relevant search results. Beyond discoverability, we craft compelling product descriptions that balance brand storytelling with conversion-driven copy. High-quality images and videos, optimized for platform guidelines and customer engagement, further elevate the shopping experience, increasing click-through and conversion rates.
End-to-End Advertising and Analytics Management
Advertising at scale on marketplaces like Amazon requires continuous optimization and data-driven decision-making. Our approach combines advanced audience targeting with real-time bid and budget adjustments to maximize ROI. We leverage in-depth performance analytics to track key sales trends, customer behavior, and competitive shifts, allowing us to refine strategies dynamically. By integrating advertising insights with catalog management, we ensure that paid campaigns support long-term growth, not just short-term gains.
Brand and Reputation Protection
Maintaining brand integrity across a global ecommerce marketplace is essential for long-term success. We implement proactive monitoring to detect and address listing infringements, counterfeit products, and unauthorized sellers that could impact your brand’s reputation. Beyond enforcement, we ensure consistent brand messaging across all listings, preserving the authenticity of your product presentation. Additionally, our team manages customer feedback and inquiries, fostering positive interactions that build trust and long-term brand loyalty.
The Proof Is In Our Results
Check out some of the best work to come out of our e-commerce management partnerships:
Scaling a Global Shelf on Amazon
A global Amazon vendor needed our team’s support regarding the operational management of their digital shelf across 11 countries. Due to this large portfolio, the client paid high operational costs to maintain their digital shelf with time-consuming manual processes. This overwhelming workload negatively affected content quality and complicated the process of tracking product listings.
Our team didn't just improve the quality of both visual content and SEO copy globally. They also restructured the entire product launch process for Amazon and implemented automated tools, resulting in a 50% reduction in the headcount cost needed for product launches.
Maximizing Effective Ad Spend Through A/B Testing
Our team was approached by a global Amazon vendor in the hygiene and health category whose ads weren't converting shoppers as much as they should. Despite users engaging with the client’s ads, there was low conversion; less than 5% of the sales for the given products were attributed to shoppers who had clicked on an ad. By A/B testing different ad channels and reallocating the budget, we effectively used audience-based ads to boost sales and increase incremental revenue — increasing profitability while maintaining a consistent advertising budget.
As a result, we were pleased to find a 300% increase in the return on ad spend (ROAS). Because of our new strategy, the conversion rates for the client's ads saw a substantial improvement—reflecting a higher percentage of ad clicks resulting in actual sales and driving overall revenue growth.
Building A Custom AMC Dayparting Analysis to Drive Incremental Revenue
While monitoring the advertising performance of one of their clients, our team identified performance dips on certain days of the week. To better understand what was causing these issues, and to determine if we were missing any opportunities for optimization, we developed a custom dayparting analysis using the Amazon Marketing Cloud (AMC). The AMC allows our team to view and analyze information anonymously, showing how customers interact with advertising touchpoints across all Amazon advertising platforms.
Based on the findings of our custom analysis, our team implemented an optimized DSP retargeting strategy that led to a 27% increase in ROAS and our reduction of generic sponsored ad campaigns led to a 9% uplift (Q2 2022 to Q2 2023). Together, these measures allowed our clients to increase visibility on their products right when target shoppers were looking for them—increasing sales without affecting their advertising budget.
To stay on top of their competition, many enterprise beauty brands have partnered with our e-commerce management team here at Front Row. Our team is ready to provide your brand with end-to-end solutions for catalog optimization, data governance, and omnichannel synchronization.