The beauty and cosmetics market in Brazil has registered a significant growth, with an increase of 5.8% in sales in 2023, according to data from the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry (ABIHPEC). The forecast is that the sector will reach US$33.14 billion in 2024, with an expected expansion to US$44.03 billion by 2029, according to a survey by Mordor Intelligence.
Driven by the positive moment of this market and inspired by values of integral health and transparency, in 2008 Alva was founded to offer natural personal care products, based on purity, quality, practicality and responsibility. Although it had clear differentials in relation to other brands in the market, last year faced great challenges in online commerce, being part of a highly competitive category, in which major players dominated the entire space.
To boost its results on the platform, Alva decided to seek an agency specialized in Retail Media, an advertising strategy that promotes products in a targeted way within marketplaces, in order to increase sales directly where purchases are made. This is how it chose ProfitlogiQ, Retail Media agency specialized in optimization through artificial intelligence.
“The partnership with ProfitlogiQ was a game changer for Alva. We were able to implement 360° strategies that not only increased our visibility, but also helped us reach new customers and retain existing ones,”, says Alexandre Luz, CFO of Alva.
The strategy designed was focused on increasing brand awareness, acquiring new users and preparing for important seasonality such as Black Friday.“A Alva had a great growth potential that was unlocked, we went far beyond the niche that the brand initially operated. This was only possible through the implementation of specific Retail Media strategies. Our goal was not only to make sales grow, but also to ensure that the brand had a significant return on investment”, highlights Alexandra Avelar, Country Manager of Brazil at ProfitlogiQ.
Comparing the previous period, August 2023, with November 2023, during Black Friday, Alva saw its sales increase 56 times and the number of orders grow 70 times. During the action period, the brand stood out as the best-selling in the deodorant category, competing directly with large traditional companies in the market. It also registered a 22-fold increase in product sales and a ROAS (Return on Investments in Ads) of 183%. In addition, the cost per conversion was reduced by 53, demonstrating the effectiveness of the brand has already surpassed in the first 23, the first (13rd and first.
Based on these results, Alva plans to continue expanding its Retail Media operations.The company is already preparing to start campaigns with Amazon DSP and foresees new product lines, including one for children and another for sun protection.This year, Alva will again take advantage of the seasonality of Black Friday, with even more aggressive expectations.
“The success we have achieved so far is just the beginning.We are excited to explore new opportunities and continue growing in retail media with the support of ProfitlogiQ”, concludes Alexandre Luz.
