Driving Incremental Growth: Category Disruptor Results in 171% Year-Over-Year Sales Boost for Skincare Brand

Brush On Block is a manufacturer of mineral sunscreens for adults and kids, with sunscreen products such as powder, balms, lip oils, tinted sunscreen moisturizers and body mousse.  

Brush On Block launched their adult powder sunscreens in 2012 and saw the brand’s sales grow year after year. As the sunscreen category grew, they saw additional competitors enter the market and started to explore other categories to expand their powder sunscreen product line. 

Through research, data analysis, strategic advertising campaign management, and a close partnership with Brush On Block, Brandwoven developed a plan to find consumers and drive new acquisition through cross marketing promotional activities and top–of–funnel advertising strategies. 

Brandwoven executed the following strategies in launching BOB KIDS Powder Sunscreen as a category disruptive product:

1. Identify the new target audience through keyword research, data analysis, and the employment of 3rd party tools for consumer purchasing behavior insights.
2. Create a digital merchandising strategy to identify key product features and educate consumers on why they should purchase and how to use the products effectively.
3. Build advertising campaigns to capture consumers low in the funnel through branded sponsored ads and drive new customer acquisition by targeting in-market customers by aggressively bidding on high-volume kids’ sunscreen search terms.

To ensure that Brush On Block’s advertising investment led to positive ROI, Brandwoven began the process by identifying search terms that converted well. From there, Brandwoven tested out specific ad targets and custom audience types to see what resulted in the most clicks and conversions while still hitting the client’s return on ad spend target KPI.

Brandwoven then created new Sponsored Brand ads targeting Brush On Block search terms and was constantly tracking marketing campaigns for performance, ensuring the recommended initiatives drove both top of search ads and increased organic rank for the new kids mineral sunscreen.

Brandwoven tracked Share of Voice as a main KPI for various category keywords to make sure the brand’s market share was improving as initially planned. In analyzing this data, Brandwoven identified additional competitors that had more market share for specific keywords and used them to restructure Brush On Block’s current advertising campaigns to then target those same keywords.

As part of a successful Amazon product launch, Brush On Block needed digital merchandising for their listing images, A+ Content, and brand store that not only educated consumers on the unique product qualities of their kids powder sunscreen, but also compelled them to try a form of sunscreen that they never knew existed.  

Brandwoven’s internal creative team worked with Brush On Block to design branded digital merchandising assets that told their story through engaging lifestyle photography, infographics, and other visual content. With this comprehensive digital merchandising strategy, Brandwoven and the brand were able to communicate and educate shoppers on the value and efficacy of the product, which was critical in building awareness for this new kids’ sunscreen category.