Rare Beauty Full Service Case Study
86.34% Growth in 3 Years
Achieved steady increases of 35%, 29%, and 7% annually since joining MAG.
Rare Beauty Brands leads in beauty and skincare by focusing on innovation, authenticity, and inclusivity. They help customers embrace their uniqueness while delivering premium quality products.
Their portfolio includes flagship brand Patchology, known for efficient, targeted skincare solutions. Patchology uses advanced technology to offer fast treatments, streamlining routines for busy individuals with products ranging from hydration to detoxification.
The Challenges
Inconsistent Listing Compliance
Frequent policy violations, Hazmat classification problems, and suppressed listings slowed ranking and advertising efforts.
Content and Technical Instability
Listings suffered major technical issues, with back-end SEO and catalog updates not reflecting on live pages.
No Structured Advertising Approach
Lacked cohesive paid ad strategy causing inefficient spend and inflated ACOS, hindering growth across the catalog.
Untapped Organic Growth
Listings missed key content features, limiting cross-selling and SEO keyword indexing, preventing higher organic rank.
Inefficient New Brand Launch
New brands lacked repeatable launch process, facing ongoing Brand Registry, asset approval, and SEO setup issues.
Inventory Management Issues
Stock mismatches caused frequent stockouts and stranded inventory, disrupting sales and hurting customer trust.
Fragmented Brand Experience
Multiple Rare Beauty brands lacked coordinated launch plans and advertising, causing unclear messaging and missed promo chances.
- Full Service
- Catalog Management
- Listing Optimization
- New Product Creation
- Parentages
- Listing Reinstatement
- Amazon Social Posts
- Amazon PPC
- Amazon SEO
Amazon
Health & Beauty
$1M – $10M
100-500
1692+ days since February 2022
Our Approach
My Amazon Guy began by stabilizing Rare Beauty’s complex, multi-brand catalog. We fixed technical issues, unified brand presence, and laid a strong foundation for future traffic growth.
- Resolved long-standing back-end errors and persistent search term submission failures by working directly with Amazon to push essential updates
- Executed a comprehensive Phase 1 SEO strategy, ensuring priority product lines achieved proper keyword indexing in the Amazon search results
- Created and published professional A+ Content and Brand Stories for all priority listings, improving listing conversions and brand credibility
- Completed a thorough Alt Text Audit and Optimization across the entire catalog to improve discoverability within A+ Content and Brand Stores
- Shifted the ad strategy to prioritize sales and customer acquisition for key high-potential products, using an aggressive budget approach
- Launched new Sponsored Product (SP) and Sponsored Brand (SB) campaigns, focusing on non-branded keywords to capture new-to-brand customers
My Amazon Guy scaled Rare Beauty’s market share by integrating new product lines and ensuring all business parts drove growth cohesively.
- Managed the launch process for new product lines, including Dr. Dana and Plant Apothecary, handling all aspects of brand store creation, asset production, and initial SEO
- Finalized all A+ Content design, copy, and images for the new brands to ensure quick activation on the marketplace
- Created Product Grids for key listings, enabling effective cross-selling and improving overall average order value
- Adjusted campaign structures, separating winning campaigns from underperforming ones to maximize efficiency and reduce wasted spend
- Implemented a more granular bidding strategy, raising bids on high-performing keywords and targets to secure top placement
- Leveraged holiday periods like Prime Day and Cyber Week by significantly boosting daily budgets and bids to secure maximum visibility and market share
The third year concentrated on conversion mastery and margin protection, ensuring that the high traffic driven in 2022 translated efficiently into sales, while safeguarding profitability through operational fixes.
- Introduced Heat Maps and A/B testing on main images to identify optimal visual content that drove higher click-through and conversion rates
- Developed and published advanced SEO content, using Phase 3 and Phase 4 strategies to target high-intent, long-tail search terms
- Utilized Brand Tailored Promotions (BTPs) to re-engage promising and cart-abandoner customer segments, driving repeat purchases and loyalty
Resolved persistent inventory issues, including lost units, unfulfillable stock, and stranded FBA inventory, minimizing stockouts and lost revenue
Managed complex product variations and parentage issues, including merging reviews and fixing incorrect variation themes, to improve product discoverability and shopper experience
Checked and corrected numerous account health issues, including product condition complaints and incorrect product classifications
The final year focused on ensuring sustained growth and establishing category authority by fine-tuning advertising performance and preparing the brand for continuous long-term expansion.
- Focused on lowering True ACOS by improving organic rank, which reduced overall reliance on paid spend to generate sales
- Launched and managed new product launches with structured content and aggressive ad campaigns from day one, ensuring quick market penetration
- Refined advertising targets by continuously auditing and segmenting keywords based on performance and ACOS to maximize Return on Ad Spend (ROAS)
- Identified and secured top-ranking positions for highly competitive core category terms like “eye wrinkle pads & patches” through combined SEO and PPC efforts
- Continuously monitored and updated core listing content – titles, bullet points, and images – to combat competitive pressure and sustain high conversion rates
Impact
Sustained Amazon Sales Surge
Rare Beauty’s Amazon growth surged 86% over three years, powered by My Amazon Guy’s strategic focus, with robust annual growth rates of 35%, 29%, and 7% consecutively.
100% Buy Box Control
MAG helped secure 100% buy box ownership, eliminating resellers and maintaining Rare Beauty’s competitive edge despite category challenges.
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