Beauty Marketing Agency Encourages Multi-Channel Ad Strategy

Navigo Marketing, an online retail marketing management agency serving beauty and wellness brands in the U.S., has expanded its retailer media network (RMN) services and solutions to include Ulta Beauty and Sephora.

Before this expansion, Navigo positioned itself as an expert in the Amazon Ads beauty space, offering marketers data-driven media strategies and a full suite of services to better market on the e-commerce giant’s RMN (e.g., account management, listing management, inventory management, content, advertising and brand protection). 

Now, with Navigo’s addition of Ulta- and Sephora-specific solutions, the agency is enticing marketers to leverage three of the top online beauty destinations/RMNs through a multi-channel distribution strategy to drive revenue.

"While Amazon has been the undisputed leader in retail media advertising for the past decade, the market is exploding,” Jacob St. John, CEO of Navigo Marketing, said in a statement. 

The rise of retail media and RMNs has impacted a lot — from the relationships between CPGs and their retailer partners, to where commerce marketers are spending their ad dollars. Its significance in the space will only continue to grow as U.S. omnichannel retail media ad spend will increase from $54.85 billion this year to $129.93 billion in 2028, according to eMarketer.

In the beauty space, Ulta launched its own RMN, UB Media, which now spans the full advertising funnel, in 2022. Sephora followed suit in 2023, launching Sephora Media, though it is more limited to display ads and audience targeting.

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"We have seen first-hand the opportunity that exists for brands across Amazon, Ulta and Sephora,” St. John added. “Retailers' first-party data is invaluable for hyper-targeted advertising. Each beauty retailer has its own nuances, but consumers behave very similarly across the sites. Beauty brands can leverage insights from one platform to another, eliminating months of A/B testing, and driving significant revenue and ROI increases. In just over 90 days, we helped one of our clients generate a 700% increase in advertising sales and a 300% increase in ROAS on Ulta. Managing these platforms together delivers clear economic and strategic benefits."