Case 03 — Haircare
Monacelli Italy
From the salon to the customer’s home: a hairstyling label becomes a brand on Amazon.
The client’s challenge
Monacelli Italy, a company based in Gubbio specializing in hairstyling, had a line of high-value professional products — designed to extend the benefits of salon treatments at home — that were sold almost exclusively through its physical network of affiliated stores and salons.
The challenges
- Bringing the brand online without diluting its identity in a crowded marketplace.
- Avoiding conflict with its own sales network.
The solutions
- We structured the brand’s entry on Amazon by building a brand presence consistent with the company’s values, using a Brand Store and A+ content designed to tell the brand’s story even before the product’s.
- We designed a model that integrates the physical and digital channels, crediting online sales to the network of salons and agents by territory. This way the physical store also benefits from sales made on Amazon, turning a potential conflict into an alliance.
- We managed the advertising campaigns with a focus on retargeting and defending the core products, supporting commercial growth while strengthening brand visibility.
Results
+110%Orders in the first year on Amazon
42%New-to-brand customers
- +110% orders in the first year of activity on Amazon.
- A Brand Store that attracts a new audience to the brand: 42% of buyers are new-to-brand customers, with high dwell time and product engagement.
- International expansion of the brand beyond Italy, with the first sales in the United Kingdom, Germany and Spain.