BABOR North America
How BABOR reversed a visibility decline by moving budget to ingredient-led skincare search
- -22%
- PPC spend
- +27%
- Impressions, year over year
- 4.6×
- ROAS
Hired for
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- Brand Protection
- Account Management
BABOR is a German professional skincare house known for its ampoule concentrates, Doctor Babor and collagen creams, and its premium positioning has to survive on a marketplace built around price comparison.
The challenge
Impressions had fallen 18% year over year under the previous agency while spend held steady. Too little budget sat on searches like “collagen face cream” and “hyaluronic ampoules”, where premium shoppers were ready to buy. Unauthorized resellers and discounted listings added pressure on both price and brand image.
Structure → Demand → Defense → Scale
Our approach
- 1Structure
Find the root cause
We traced the decline to budget sitting outside high-intent search and to overlapping campaigns bidding against each other for the same shoppers.
- 2Demand
Ingredient- and concern-led search
Sponsored Products and Sponsored Brands were reorganised by ingredient and concern: collagen, hyaluronic, anti-ageing and sensitive skin. Ampoule bundles became the hero ASINs in brand creative.
- 3Defense
Brand protection
Branded terms for Doctor Babor and the ampoule range were defended, and unauthorized sellers were flagged so the Buy Box stayed with authorized listings.
- 4Scale
Reporting a corporate team can act on
Monthly reporting tied spend to ROAS and new-to-brand orders, so the marketing team could sign off budget shifts quickly.
- Budget moved to search
- Branded terms defended
- Spend down
Insights that drove decisions
- 2.1× ROAS vs “face cream”
Ingredient searches returned far more than generic skincare terms.
We restructured campaigns by ingredient and concern.
- $84.30 vs $52.10 average order
Ampoule bundles carried the highest order value in the range.
We made bundles the hero ASINs in Sponsored Brands.
- 17% of branded clicks lost
Branded searches were leaking clicks to third-party listings.
We launched branded defense campaigns and reported unauthorized sellers.
Results
- PPC spend down 22%
- Impressions moved from -18% to +27% year over year
- ROAS up from 3.1× to 4.6×
- New-to-brand orders reached 32.6% of ad-attributed orders
- Branded click share up from 83% to 94%
- PPC spend
- -22%
- Impressions, year over year
- +27%
- ROAS
- 4.6×
For skincare brands
The blueprint
Premium skincare grows on Amazon by matching how shoppers actually search: by ingredient and concern, not by brand name alone. Pair that with firm brand protection so price and image hold, and report in a way a corporate team can act on.
Thank you to the BABOR team for trusting us with the account.
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