Brief: Provide sustainable growth through marketplace channels

Redken operates a 1P vendor relationship with Amazon but was looking to maximise marketplace performance while retaining greater control over pricing, availability and brand execution. At the same time, the brand identified an opportunity to expand beyond Amazon into emerging and established marketplaces, including TikTok Shop and Debenhams, without increasing operational complexity.

Propel by GRG supported Redken with a flexible hybrid marketplace strategy designed to complement its 1P relationship and unlock incremental growth. This included creating differentiated hard bundles and bespoke gift sets, maintaining singles coverage when Amazon delisted products, went out of stock or became uncompetitive on price. Propel by GRG ensured consistent brand execution while adapting to the commercial dynamics of each platform.

Over three years, Redken achieved 214% growth in Amazon sales, while successfully expanding into new marketplace channels. These now contribute 30% of total marketplace sales, delivering more resilient and sustainable growth with increased control for the brand.