About-Face, an Ulta-exclusive beauty brand, wanted to expand to Amazon to open another conversion channel and drive incremental sales, without pulling attention off the Ulta engine that was already working.
The launch matured. What started as a visibility play is now a discovery engine: Ulta revenue is up 19.8% year over year in Q2 2026 (following +27.2% in Q1), Amazon Prime Day beat forecast by 47%, non-branded orders are running roughly 6x year over year, and Ulta campaign ROAS hit 9.73.
No Amazon Presence
Needed a complete channel buildout from catalog architecture to PDP content.
Brand Consistency
Expanding to Amazon while maintaining brand positioning across Ulta and DTC.
Cross-Platform Efficiency
Assets and strategy needed to work across both platforms.
Visibility Competition
Entering Amazon's competitive beauty category required strong organic and paid strategy.
Build both channels to feed each other, then let non-branded search do the compounding.
Amazon Launch
Built all Amazon listings, content, and storefront from the ground up, aligned with the brand's promotional calendar.
Ulta.com Scaling
Managed Ulta.com content and SEO, and rebuilt paid to hit a 9.73 ROAS on featured campaigns while revenue compounded quarter over quarter.
Prime Day as a Discovery Event
Ran Prime Day for new-customer capture, not just branded defense. Result: 47% over forecast at a 16% event conversion rate.
Compound Non-Branded Demand
The launch matured into a discovery engine: non-branded orders are running roughly 6x year over year, meaning the channel is bringing in customers who didn't know the brand's name yet.
The launch story became a scale story. Client on the recap call: 'All right, well, well done on this.'
Non-branded is the real launch KPI
Branded search proves a launch works. Non-branded proves it's a channel.
Retail and Amazon aren't rivals
Coordinated, they compound; siloed, they cannibalize.
Event ROI is a design choice
Prime Day beat forecast by 47% because it was scoped to acquire, not just to defend.
