Avène — From a seasonal brand to a year-round growth engine.

Avène Solares (Pierre Fabre) demonstrated solid seasonal performance on Amazon Mexico: during the peak period from March to June, it generated over 21,000 purchases and a total ROAS of 7.33x. However, nearly all activity focused on capturing existing demand through sponsored ads during those months.

This created a growth ceiling. While the brand reached shoppers at the moment of purchase, it failed to build qualified audiences that would convert once seasonal intensity subsided.

Our assessment: the seasonal slump wasn't inevitable; it was a measurement and activation issue. Shoppers reached during the summer didn't disappear—they simply weren't re-engaged when they were ready to convert.

We designed a full-funnel strategy combining Sponsored Ads with Amazon DSP across three seasonal phases, treating peak-season investment as audience infrastructure.

•  March–June (peak): Sponsored ads + prospecting and remarketing DSP to generate demand and build initial audience pools.

•  July–August (brand): Awareness, consideration, and remarketing—35 million impressions—to qualify audiences for future conversion.

•  September–December (post-season): Reactivation of audiences qualified during the summer, amidst lower category noise and higher quality.

•  AMC: Analysis of over 200 unique conversion paths per period to reallocate investment toward the best-performing combinations.

The conversion rate improved by 51% (from 0.071% to 0.107%) and prospecting ROAS by 295% (from 1.01x to 3.97x), turning customer acquisition into a profitable driver outside the summer season.

Remarketing achieved its best performance (15.5x ROAS in the post-season), and acquisition reached 25,129 NTB (New-to-Brand) purchases, generating MXN 9.54 million in sales to new customers over the entire period.