Coty breaks through brand-loyal fragrance shoppers to maximize sales

Fragrance brands struggle to attract New-to-Brand buyers in part because shoppers show high brand loyalty, sticking to scents they are familiar with. 

Coty wanted to test whether insights from their digital shelf could help them uncover more New-to-Brand shoppers in upper funnel campaigns. They were also curious to see if digital shelf signals, like competitor inventory and price signals could convert into higher sales in lower funnel activity.

Coty’s media agency partnered with Profitero+ to activate Shelf Intelligent Media (SIM) for their Amazon DSP campaigns. The team used A/B testing in Amazon DSP to measure the impact of SIM. By integrating SIM’s competitor inventory and price signals into test and control setups Coty could:

• Compare performance when SIM signals were used to inform media versus standard targeting
• Quickly identify which audiences and tactics drove more New-to-Brand buyers
• Optimize campaigns in near real time to maximize performance

This structured approach gave Coty confidence that SIM was the factor driving incremental impact rather than simply shifting existing demand.