Envision Horizons uses HAQM Marketing Cloud insights to help bareMinerals exceed quarterly revenue goals by 50%

A member of the Orveon Global family of brands, bareMinerals initially distributed their branded products through resellers on HAQM. In October 2023, however, they began selling directly to customers after launching their own Brand Store in the Premium Beauty category.

Already seeing robust branded search traffic, bareMinerals wanted to boost sales for their traditional set of core beauty products and improve customer retention. The brand thus set a goal of increasing their repurchase rate from 12% to 20%, and worked with Envision Horizons to find new opportunities to increase exposure to their full catalog as well as cross-sell their most popular products to organic shoppers.

Another priority for bareMinerals was to demonstrate the value of investing in HAQM sales to their leadership. This would allow them to secure a larger advertising budget and expand their campaigns.

In October 2023, Envision Horizons began using insights from HAQM Marketing Cloud (AMC) to create new audience segments based on specific shopping signals. For example, they created audience segments for shoppers who viewed a product detail page three or more times without making a purchase, organic shoppers with at least one purchase in the last 90 days, and shoppers who had abandoned carts containing bareMinerals products in the last 90 days.

To boost customer loyalty and increase repeat purchases, Envision Horizons implemented automated refresh cycles in AMC. This feature allowed bareMinerals to view up-to-date information on purchases made within the previous 90 days, which helped them make sure that popular products would be adequately stocked for anticipated repurchases. Furthermore, the team used the audience-sizing tools in AMC to assess potential customer segments before initiating new advertising campaigns, enhancing their strategic approach to product launches and promotions.

In November 2023, the partner deployed HAQM DSP campaigns and combined them with Sponsored Products ads to drive lower-funnel conversions from shoppers with high purchase intent. They focused on cross-selling their five best-selling bareMinerals products, reaching shoppers with standard display ads across both mobile and desktop. The partner also implemented a 90-day lookback window based on product replenishment cycles to re-engage audiences who had viewed product detail pages on HAQM during that period.

Envision Horizons and bareMinerals focused on relevant audiences with a high purchase intent and expanded their reach to organic shoppers and those already exposed to ads. As the brand optimized their ad campaigns, they also improved their overall advertising efficiency by allocating spending to campaigns with the strongest ROAS.

Based on the success of these efforts in 2023, Envision Horizons expanded their strategy for bareMinerals in January 2024. They added additional high-value audience segments to AMC, extended their advertising efforts beyond the top five products, and continued adjusting their AMC budget allocation based on the campaigns’ performance.

Between October and December 2023, bareMinerals exceeded their quarterly revenue goals by more than 50%.¹ They also increased their repurchase rate from 12% to 28% during the same period.² In addition, the brand’s overall ROAS improved by up to 400%.³