Unlocking Amazon's Power for Beauty Brand Growth

""We have to knock the blinders off and understand that everything that you're doing in one part of the ecosystem has an effect across the rest of the ecosystem," Skinner said. "That level of thinking is what allows us to grow brands beyond competitors and categories, particularly in beauty, health and wellness to areas where we're deeply enriched. It allows us to have a seat at all of those interactions and exchanges across the entire connected commerce journey - bringing brand, demand, direct-to-consumer and Amazon together.""

"What brands do off Amazon is equally as important as what they do on Amazon - "even if you're off Amazon, you're on Amazon." That was the word from Christopher Skinner, cofounder and chief revenue officer of Front Row, who gave a keynote speech at WWD's L.A. Beauty Forum. He was later joined by Hannah Beals, chief executive officer, Amanda Martinez, senior director of social media and content, and Jessica Ryan, vice president of sales, at Ouai, as a case study about how the company uses virality to grow through its Amazon storefront."

"Beals, Martinez and Ryan then joined Skinner on stage - Beals recently became CEO in the last year, moving from her previous position as chief marketing officer. "Understanding your customer and where they shop, how they shop and how you reach them is a key part of growing the business," Beals said. "Having an innate understanding of content strategy and all the different areas to reach [consumers] is a core part of leading.""

Front Row has built a network of more than 500 experts with deep expertise and brand demand and positions Amazon as the core engine of conversion. The company uses proprietary technology to track brand instrumentality and its presence across omnichannel touchpoints. Omnichannel actions affect the entire connected commerce journey and require integrated strategy across brand, demand, direct-to-consumer and Amazon. Ouai uses virality to expand through its Amazon storefront. Leadership at Ouai emphasizes deep customer understanding and a robust content strategy as central to business growth.

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