The Brand
Naturabloom is a UK-based female cosmetics brand, offering vibrant nail polish colors that aim to redefine beauty standards.
The brand's commitment to innovation and affordability positioned its products under $10, making them accessible to a broad consumer base. However, this pricing strategy created unique challenges in the competitive beauty marketplace. Here’s why:
Market Challenges and Initial Position
The brand faced significant headwinds in digital advertising, where cost-per-click often exceeded $0.50 in its niche. This high acquisition cost, combined with aggressive pricing from Chinese competitors, threatened profit margins. Individual polish sales struggled to generate sustainable returns, as advertising costs frequently consumed the entire profit margin, resulting in concerning ACOS metrics.
Bundle and Conquer
Our team’s first step in transforming their Amazon business was optimizing their cost. We shifted from single-bottle sales to curated collections. By offering carefully selected 6 and 24-color palettes, Naturabloom created a premium shopping experience while optimizing operational costs. This bundling strategy achieved multiple objectives simultaneously: reducing per-unit shipping expenses, increasing average order value, and enhancing customer satisfaction through variety.
The new bundles provided customers with coordinated color selections, effectively differentiating the brand from competitors who focused on individual sales. This approach particularly resonated with consumers seeking variety in their nail polish collections, leading to improved customer satisfaction metrics and fewer negative reviews.
Measurable Success and Market Expansion
The results proved transformative across all key performance indicators. Monthly revenue in the UK market grew massively with an impressive 1400%.
The model's success facilitated rapid international expansion, with the German market achieving great monthly revenue within just sixty days of launch.
Advertising efficiency improved dramatically, with ACOS maintained below 27% and TACOS under 10% - exceptional metrics in the beauty industry. The brand sustained consistent month-over-month growth of 25% throughout the year, validating the bundling strategy's long-term viability.
Competitive Edge and Market Positioning
By bundling Natura Bloom polishes into thoughtfully curated collections, we created something our competitors couldn't easily copy. Think of it like a carefully designed color wardrobe instead of just single pieces. While customers could still buy individual bottles at competitive prices, our bundles offered a premium experience - it was like getting a perfectly coordinated set of colors instead of hunting for each shade separately. This clever packaging solved two problems at once: we stood out from the crowd while keeping our prices low.
In fact, the bundles became so popular that customers began viewing Naturabloom as a curator of beauty trends rather than just another nail polish seller. The value wasn't just in the products anymore - it was in the expert color selection and the experience of discovering complementary shades.
Operational Excellence and Customer Experience
The bundling strategy didn't just boost sales - it made our entire operation smarter. Shipping multiple polishes together significantly cuts down our logistics costs. But here's the real beauty of it: when customers got a variety pack, they usually fell in love with several colors, even if they didn't like one or two shades. This completely changed how they viewed their purchase.
Think about it - if someone buys one polish and doesn't love the color, that's a disappointed customer. But when they get six or twenty-four colors, they're likely to find several new favorites they might not have chosen individually. We saw this play out in our reviews - customers started sharing excitement about discovering unexpected favorite shades rather than complaining about individual colors. This discovery aspect turned our customers into loyal fans who trusted our color curation expertise.
Future Growth Trajectory
The Naturabloom story shows how a smart bundling strategy can turn market challenges into real advantages. Instead of competing on single-polish prices, we created an entirely new way of selling nail polish that actually worked better for everyone - the business and the customers. Not only did this fix our immediate profit concerns, but it gave us a proven formula for growth. When we expanded into Germany, we weren't just selling more products - we were bringing a whole new approach to the market that we knew customers would love.
It's really a simple idea that solved complex problems: bundle thoughtfully, ship efficiently, and give customers more chances to find colors they love. This approach proved so successful that it became our blueprint for entering new markets. The numbers tell the story: our growth in both the UK and Germany showed that customers were ready for a fresh take on nail polish shopping.
