Results

RENÉE, an Indian Makeup brand founded in 2021, had < 5% market share in the Eye-Makeup category on Amazon India. Facing minimal market presence, premium pricing at 1.5x category average selling price, and dominant competitors holding 50% market share, RENÉE pursued a full-funnel marketing campaign for its new launch "RENÉE Midnight Kohl Kajal Pencil." The strategy began with product market validation, utilizing targeted remarketing and optimized video content. This approach yielded conversion rates 1.3x above category average, setting the stage for aggressive expansion. Market share acceleration tactics included focused DSP campaigns reaching 20-30% of the category audience, creative optimization through A/B testing, and strategic pre-sale visibility pushes. A celebrity partnership with Mrunal Thakur (13M Instagram followers) further amplified brand reach. RENÉE maximized impact during sale events by strategically placing products in festive stores and increasing ad-driven page views 5-6x during peak periods. These efforts culminated in breakthrough results: RENÉE achieved the #1 position in Eyeliners/Kajals by Sep-Oct 2024, with market share surging from 1% to 18% year-over-year. The business impact was substantial, with an 18x YoY sales growth in Eyeliners/Kajals and 5.5x sales growth during the festive season compared to January 2024. The Midnight Kohl line became a significant contributor, accounting for 16% of total brand sales. RENÉE not only transformed its market position but also created a repeatable success model, successfully applying the same playbook to establish other bestselling products like RENÉE Cover-Up Hair Powder and RENÉE Lumi Glow.