The beauty and cosmetics market in Brazil has recorded significant growth, with an increase of 5,8% in sales in 2023, according to data from the Brazilian Association of the Personal Hygiene Industry, Perfume and Cosmetics (ABIHPEC). The forecast is that the sector will reach US$33,14 billion in 2024, with an expected expansion to US$44,3 billion by 2029, according to a survey by Mordor Intelligence.
Driven by the positive momentum of this market and inspired by values of holistic health and transparency, in 2008 Alva was founded to offer natural personal care products, having as foundations purity, quality, practicality and responsibility. Although it had clear differentiators compared to other brands in the market, last year I faced great challenges in online commerce, for being part of a highly competitive category, in which large players dominated the entire space
To enhance your results on the platform, Alva decided to seek a specialized agency in Retail Media, advertising strategy that promotes products in a targeted way within marketplaces, with the aim of increasing sales directly where purchases are made. That's how you chose ProfitlogiQ, Retail Media agency specialized in optimization through artificial intelligence.
"The partnership with ProfitlogiQ was a turning point for Alva". We managed to implement 360° strategies that not only increased our visibility, but they also helped us reach new customers and retain the existing ones,"affirms Alexandre Luz, CFO of Alva
The designed strategy was focused on increasing brand awareness, acquisition of new users and preparation for important seasonal events like Black Friday. "Alva had a great growth potential that was unlocked", we went far beyond the niche that the brand initially operated in. This was only possible through the implementation of specific Retail Media strategies. Our goal was not only to increase sales, but also to ensure that the brand had a significant return on investment, highlights Alexandra Avelar, Country Manager of Brazil at ProfitlogiQ
The results were impressive. 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 recorded a 22-fold increase in product sales and a ROAS (Return on Advertising Spend) of 183%. Furthermore, the cost per conversion was reduced by 53%, demonstrating the effectiveness of the strategies adopted. During prime week (important promotion week of Amazon), the results have already surpassed Black Friday 2023, the brand has once again positioned itself as the leader in the category, that show the brand still has a long way to grow
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 plans to launch new product lines, including one for children and another for sun protection. This year, Alva will once 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
