Building a Beauty Brand: Coco & Eve’s Success with Amazon and Social Media
Isabel Chen
Content Marketing Manager
In the ever-evolving world of beauty and personal care, Coco & Eve stands out not just for its innovative products, but for its strategic approach to growth and brand presence. Founded with a vision to bridge the gap between supermarket and salon brands, Coco & Eve has leveraged its unique insights into the beauty industry, alongside the power of Amazon, to carve out a significant space in Australia.
The Vision Behind Coco & Eve
Coco & Eve’s story begins with founder Emily Hamilton, whose career in beauty and years living in Southeast Asia ignited a vision for a brand that was both exceptional and accessible. Immersed in the vibrant world of tropical ingredients and cutting-edge beauty techniques, Emily saw a gap in the market for high-quality, ingredient-centric haircare that could appeal to a global audience. Launched in 2018, Coco & Eve was more than a brand; it was a movement towards more conscious beauty routines.
Social Media: A Catalyst for Growth
Coco & Eve’s journey to success has been closely intertwined with its savvy use of social media. Platforms like Instagram and TikTok have been pivotal in driving brand awareness and engagement. By showcasing their unique products and their benefits, Coco & Eve has been able to connect with a broad audience, generate buzz, and drive traffic to their various sales channels. Social media has become an essential part of their strategy, allowing them to reach customers, educate them about their products, and foster a loyal community.
The benefits of Amazon
When it came to choosing where to sell their products, Coco & Eve recognised the potential of Amazon as a key channel. Here’s why Amazon was the perfect fit for them:
1. Visibility and Credibility: Reaching new customers in the Amazon Store has greatly enhanced Coco & Eve's brand visibility. Receiving customer reviews have proven essential in elevating the brand's credibility and fostering greater consumer trust.
2. Convenience for Consumers: Amazon's convenience is unmatched. With big shopping events like Prime Day and Black Friday, Coco & Eve has seen firsthand how these events help drive massive traffic and sales, further solidifying their presence in the beauty category.
3. Omni-Channel Strategy: Coco & Eve’s approach is deeply rooted in an omni-channel strategy. By integrating Amazon into their sales mix—alongside direct-to-consumer (D2C) efforts and other retail channels—they are able to not only maximise their reach but also ensures that customers have multiple touchpoints with the brand.
4. In-House Expertise: Investing in their own Amazon management team has allowed Coco & Eve to closely monitor and optimise their Amazon presence. From managing product pages and content to leveraging Amazon's tools and experimenting with strategies, their in-house team plays a crucial role in driving sales.
1. Visibility and Credibility: Reaching new customers in the Amazon Store has greatly enhanced Coco & Eve's brand visibility. Receiving customer reviews have proven essential in elevating the brand's credibility and fostering greater consumer trust.
2. Convenience for Consumers: Amazon's convenience is unmatched. With big shopping events like Prime Day and Black Friday, Coco & Eve has seen firsthand how these events help drive massive traffic and sales, further solidifying their presence in the beauty category.
3. Omni-Channel Strategy: Coco & Eve’s approach is deeply rooted in an omni-channel strategy. By integrating Amazon into their sales mix—alongside direct-to-consumer (D2C) efforts and other retail channels—they are able to not only maximise their reach but also ensures that customers have multiple touchpoints with the brand.
4. In-House Expertise: Investing in their own Amazon management team has allowed Coco & Eve to closely monitor and optimise their Amazon presence. From managing product pages and content to leveraging Amazon's tools and experimenting with strategies, their in-house team plays a crucial role in driving sales.
“Coco & Eve saw a 7x uplift in sales during Prime Day 2024 vs the previous week, selling over 400 products in only 2 days.”
Emily Hamilton
Founder of Coco & Eve
Advice for New Entrepreneurs
For new entrepreneurs looking to leverage Amazon, Emily Hamilton offers valuable advice:
1. Invest in Your Presence: Don’t just list your products; invest in optimising your Amazon presence. This includes managing product pages, utilising Amazon’s tools, and continuously experimenting with strategies to improve visibility and sales.
2. Use Social Media: Use social media to build brand awareness and drive traffic. Engaging content and influencer partnerships can amplify your reach and help you connect with your target audience.
3. Build an Omni-Channel Strategy: Consider how different sales channels can work together to support your overall brand strategy. Each channel has its advantages, and when managed well, they can complement and enhance each other.
4. Focus on Innovation: Continuously invest in innovation and unique product offerings. This will not only help set you apart from competitors but also provide compelling reasons for customers to choose your brand.
In conclusion, Coco & Eve’s success on Amazon is a testament to the strategic blend of social media savvy, innovative product development, and a robust omni-channel approach. By understanding and leveraging the strengths of each channel, and continuously optimising their presence on Amazon, Coco & Eve has built a strong foundation for ongoing growth and success. For aspiring sellers, the lessons from Coco & Eve’s journey offer a roadmap to making the most of Amazon and driving their own brand’s success.
1. Invest in Your Presence: Don’t just list your products; invest in optimising your Amazon presence. This includes managing product pages, utilising Amazon’s tools, and continuously experimenting with strategies to improve visibility and sales.
2. Use Social Media: Use social media to build brand awareness and drive traffic. Engaging content and influencer partnerships can amplify your reach and help you connect with your target audience.
3. Build an Omni-Channel Strategy: Consider how different sales channels can work together to support your overall brand strategy. Each channel has its advantages, and when managed well, they can complement and enhance each other.
4. Focus on Innovation: Continuously invest in innovation and unique product offerings. This will not only help set you apart from competitors but also provide compelling reasons for customers to choose your brand.
In conclusion, Coco & Eve’s success on Amazon is a testament to the strategic blend of social media savvy, innovative product development, and a robust omni-channel approach. By understanding and leveraging the strengths of each channel, and continuously optimising their presence on Amazon, Coco & Eve has built a strong foundation for ongoing growth and success. For aspiring sellers, the lessons from Coco & Eve’s journey offer a roadmap to making the most of Amazon and driving their own brand’s success.
Location
Australia
Category
Beauty
Amazon launch
2024
