Results

In 2024, Deconstruct set out to establish a strong presence in the highly competitive Sunscreen & Serum category — a segment traditionally dominated by legacy brands accounting for over 45% market share. This category also posed a significant challenge due to a 210% increase in CPC over three years, creating high entry barriers for emerging D2C brands. Further complicating the landscape was the brand’s limited penetration — less than 1% among a high-intent audience of over 3 million searchers. Deconstruct’s core objectives included increasing market share, growing GMS by 4X, and securing a position within the top 5 bestsellers on Amazon.in. Strategic Approach: • Retail Readiness: Optimized listings, enhanced A+ content, and developed a custom brand store to drive conversion. • Keyword Strategy: Gradual shift from branded to high-performing generic keywords to improve visibility and reach. • Content & Creative: Leveraged ingredient-focused video and banner creatives to educate consumers and drive trust. • Targeting Efficiency: Deployed competitive conquesting and bid optimization to capture high-intent traffic while maintaining strict TACOS guardrails. Business Impact: • Achieved 17X GMS growth, a 6X increase in customer base, and a 40% reduction in TACOS • Gained significant market share: from < 1% to 5.4% in Sunscreen and 4.4% in Serum • Improved visibility and brand equity, with branded searches increasing 20X • Achieved Best Seller Rank #3 in Sunscreen and #6 in Serum by Q4 2024 Deconstruct’s performance demonstrates the effectiveness of a focused, data-driven strategy in navigating high-CPC, legacy-led categories.