Deconstruct x Amazon Ads

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Leveraging Amazon Ads to grow by 17X in Sunscreen & Serum

About Deconstruct

Source: RENÉE official website

Indian skin care brand founded in 2020

Brand Ethos: Ease out the science-backed skincare journey of every beginner with Highly Effective Yet Gentle products.

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Concern backwards formulations

Brand USP

Dermatologically tested

Beginner Friendly

Innovative

Money back guarantee

Product

Portfolio

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Brand Objective for 2024

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1. Growing market share in legacy brand dominated category – Sunscreen & Serum

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• Grow GMS by 4X & total customer base by 5X

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• Push Sunscreen & Serum to top 5 of Best Seller Ranking on A.in

Problem Statement – Scaling in a saturated, High-CPC prone market

1. Sunscreen & Serum Category dominated by established players (45%+ market share) in Jan 2024

2. CPC for top keywords of the category spiked by 210% over the past three years, making it difficult for new age D2C brands to scale up in this category.

Problem Statement – Less than 1% penetration amongst high intent audience of sunscreen & serum category

Headline 1

Shoppers using 'Amazon search' to find SUNSCREEN + SERUM

Shoppers who viewed at least one product page in SUNSCREEN + SERUM

Shoppers in all SKIN CARE (Sunscreen, Serum, Face Wash, Moisturizer, Toner) categories combined

Shoppers in all categories with HIGH AFFINITY TO SKIN CARE (Haircare, Salon & Spa, Bath & Body etc.)

Deconstruct Penetration

Deconstruct Approach on Amazon.in

High CPC on generic keywords restricts new customer adoption

Low audience base in Jan’24 (~5% of established players)

Use videos & long tail keywords to target NCCS A & NCCS B conscious customers on A.in

Use seasonality backwards approach to drive repeats

Avenues

Issue

Action

Strict TACOS guardrails of ~30%

Focus on high intent shoppers via bottom funnel only to drive growth while keeping TACOS aligned

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Advertising Campaign planning for Deconstruct

Retail readiness

Drive consideration and conversion

Improving product ranking by optimizing product listing & building a custom store on Amazon.in

Search performance marketing

to boost consideration

and increase sales

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Build category size by bringing affinity customers

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Leveraging video ads on Amazon & reaching out to all target audiences in broader category

Optimizing listing health for enhanced relevance and organic discoverability

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Added high traffic keywords in product headlines and product description of sunscreen & serum to increase search relevancy

Created ASIN variations to migrate ratings and reviews to new launches to improve trust – added combos backwards of concern

Enhanced/ A+ detail page content & custom store to communicate product features

Deconstruct Store

A+ content on product page

Source: Amazon.in internal data, 2024

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Keyword Strategy: Created structured MoM investment plan to ensure deeper penetration into generic keywords

Objective

To build brand salience among loyalist to promote Word-Of-Mouth

Objective

Penetration into larger audience during seasonality months

Objective

Targeting competition brands on high traffic volume keywords

Objective

Promote other SKUs on keywords to increase new to brand audience

Creative Strategy: Educating the customers on the ingredients backwards of concern

Utilized Banners & Videos which showcases the USP of the brand in ads and on product pages

Video creatives to showcase the wide range of sunscreen and serum backwards of concern

A+ content creatives to educate the customers regarding ingredients used in the products

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Utilized brand videos & Top of Search page placement to reach the high intent audience at the purchase touchpoint

• Sponsored Brand creative was used to showcase the product range
• Experimented with multiple sets of videos and keywords to shortlist best combination in Sponsored Brand Video

Increasing Awareness

Driving Consideration & Conversion

• Aggressive targeting on high traffic generic keywords
• Targeted close competition ASINs to ensure reach to relevant audience browsing the category ASINs
• Top of search bid increase >100%

Results

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Objective 1: Gaining market share in Legacy brand dominated category

+4.6% market share QoQ

+3.7% market share QoQ

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Objective 2: Grow GMS by 4X and Total Customer Base by 5X

*Q4 2024 Vs Q4 2023

Total audience base movement (Searchers + Browsers)

7X jump under 12 months

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Objective 3: Push sunscreen and serum to Top 5 of best seller ranking on A.in

*CTR- Search campaigns

Source: Amazon.in internal data, 2024-25

BSR #6 in Serum

BSR #3 in Sunscreen

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Branded searches increased 20X for Deconstruct Sunscreen

Deconstruct shared 8% share of shelf with legacy brands in Q4’24 due to increased branded searches thus helping brand to improve organic ranking.

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Brand Testimonial

Malini Adapureddy

Founder, Deconstruct

“Penetration in Sunscreen & Serum category has always been a challenge for us due to rising CPC and increased competition. We took this a challenge and want to position Deconstruct as a go to brand in skin care needs.

With timely intervention from Amazon Ads team, we have grown by 17X in 2024. A lot of key data insights from Amazon ads has helped us make informed choices and see an exponential growth while keeping the spends in control. This has been a huge success for us considering we have entered this market around 4 years back only. Hoping for a great 2025 also."

Thank you

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