Lux on Amazon
Lux, a renowned beauty brand with a legacy dating back to the 1920s, has been synonymous with elegance and captivating fragrances.
Company
Unilever International
Markets
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Summary:
Facing challenges in the competitive e-commerce landscape, Lux partnered with WP Global Group to revitalise its presence on Amazon.
DELIVER
- Fulfilment Optimisation: Transitioned to Fulfilled by Amazon (FBA) for faster delivery, Prime eligibility, and improved customer satisfaction.
- Supply Chain Streamlining: Prevented stockouts, reduced logistical inefficiencies, and ensured consistent stock replenishment.
- In-House FBA Preparation & Stock Injection: Provided end-to-end fulfilment support including product bundling, labelling, and timely stock injection into Amazon FCs to maintain availability and sales momentum.
PROTECT
- Brand Registry Activation: Secured intellectual property rights and combated counterfeit listings.
- Content Monitoring: Ensured consistent and accurate representation of Lux’s heritage and premium positioning across all listings.
- Transparency Programme (Multipack Enrolment): Enrolled key multipack SKUs in Amazon’s Transparency program to further protect against counterfeits and enhance customer trust.
GROW
- Targeted Advertising Campaigns: Implemented data-driven strategies, leveraging high-performing keywords and seasonal trends.
- Enhanced Brand Presentation: Upgraded imagery, premium A+ Content, and enriched product descriptions to reflect Lux’s luxury appeal.
- Refreshed Brand Store: Created a luxurious Amazon Brand Store to captivate new and returning customers.
- Hero SKU Launch: Successfully launched the Lux Body Wash range with aggressive marketing tactics, including Sponsored Product Ads, Sponsored Brand Ads, Sponsored Brand Video and Amazon Vine reviews.
- Customer Loyalty Programs: Established Subscribe & Save offers and post-purchase messaging to drive repeat purchases and build loyalty.
Future:
WP and Lux have redefined the brand’s e-commerce strategy, achieving substantial growth and deeper customer engagement. With expansion into European marketplaces on the horizon, Lux is now firmly positioned to achieve beauty category leader status on Amazon, blending its heritage with cutting-edge retail success.
