L’Oréal UK’s Consumer Products Division partnered with Publicis Media UK to accelerate Amazon growth while staying focused on what matters most: capturing attention, staying front of mind, and translating that attention into measurable outcomes.
Pacvue’s Commerce Media OS helped remove barriers to performance growth by uniting disconnected signals and workflows across media and commerce. With Pacvue Advertising and Pacvue Commerce working together, L’Oréal and Publicis Media UK reduced silos across data, tools, and decisions so investments better aligned with what could convert on Amazon.
+1.44x
Increase in CTR
+1.42x
Increase in ROAS
The Challenge
Amazon Ads performance can break for reasons that have nothing to do with bidding, budgeting, or targeting. When products are not retail-ready, media can still spend, but shoppers cannot reliably convert. The team sought to bridge the gap between dynamic retail health and real-time media, ensuring that ads do not continue to serve for products that are less likely to win sales.
This created operational blockers that slowed growth:
- Siloed signals: Retail readiness indicators like Buy Box eligibility were not consistently connected to media decisions.
- Siloed decisions: Teams had to rely on periodic checks and reactive adjustments instead of always-on controls.
- Wasted investment: Spend could accumulate behind ASINs that were not in a position to convert, reducing efficiency and limiting the ability to reinvest where attention could turn into sales.
Publicis Media UK needed a way to remove these barriers at scale, protect performance, and keep the program moving fast without sacrificing governance.
On Amazon, media performance is inseparable from retail reality. By connecting Buy Box and availability signals directly into media execution, we removed a fundamental performance leak — spending behind products that couldn’t convert. Pacvue enabled us to operationalise this at scale, so investment dynamically followed retail readiness. The result was not just stronger ROAS, but a more disciplined, future‑proof operating model for L’Oréal on Amazon.
The Solution
The team leveraged Pacvue’s Commerce Media OS to create a dynamic feedback loop. By integrating L’Oréal’s bespoke retail readiness criteria with automated bidding guardrails, they ensured that every pound spent was backed by real-time inventory and shelf-health data. This unified historically disconnected layers:
- Unified signals: Pacvue Commerce monitored conversion blockers such as Buy Box eligibility and availability risk, surfacing issues early.
- Unified action: Pacvue Advertising translated those commerce signals into governed actions that could be applied consistently.
- Unified control: Automation ran within guardrails, enabling speed without losing oversight.
This approach enabled Shelf Intelligent Media, where spend follows retail readiness automatically. Instead of relying on manual monitoring or disconnected workflows, Pacvue seamlessly connected what was happening on the shelf to media execution.
Pacvue unified data and workflows that were previously disconnected. The rules and compound actions reduced manual work and improved decision quality, helping us scale Shelf Intelligent Media across Amazon.
Results
By connecting retail readiness signals to governed media execution and reducing silos across teams and tools, L’Oréal UK and Publicis Media UK unlocked stronger performance on Amazon and a more efficient operating model
- +1.44x increase in CTR resulting from stronger shopper engagement as budgets stayed aligned to in-stock, Buy Box eligible listings.
- +1.42x increase in ROAS indicating improved efficiency by concentrating spend on products positioned to convert.
Awards & Recognitions
