Elizabeth Mott (Scaling to $7M: Strategic Advisory Drives Growth for a Cosmetics & Skincare Brand)

The Challenge

Elizabeth Mott, a ~$7M affordable beauty brand with a portfolio size of ~100 products (across cosmetics, makeup, skincare - popularly known for their primers!), engaged our advisory services mid-2025 seeking clarity on profitability gaps, operational efficiency, and pathways to category leadership. While the brand had been established on Amazon for several years, initial analysis revealed trends like declining organic reach, ad spend inefficiencies on branded search, content affecting CVR, and margin compression.

Our Approach 

Elizabeth Mott brought on Prima Mode as a strategic and advisory partner to propel KPIs such as revenue, impressions, CVR and profit. What came out of just the initial 6 months of the partnership:

  • Comprehensive ad spend audit revealing branded search wasted

  • Cost benefit analysis of 50+ virtual bundles to identify turning into new products

  • Analyzing contribution margin for a catalog of 100+ products to optimize for price testing, impact of low selling SKUs, storage fees, 

  • SKU rationalization framework identifying products that were unprofitable, could be discontinued, or FBM fulfilled

  • SEO A/B testing on high-traffic, low-conversion ASINs

  • Multi-pack analysis and new promotional strategy in lieu of new Amazon fees

  • Storage fee optimization roadmap

  • Beauty | Amazon Best Practices driven creative outline and guide for internal creative team in midst of the rebrand initiative

  • Market research and segmentation for new product development and ideas 

  • Optimized listings in light of Rufus use cases

The Results: Growth Metics

  • 18% revenue growth to ~$7M in 25’ vs 24’

  • 15% order volume increase

  • 70% impression growth (189M impressions) - massive visibility expansion

  • 15% session growth demonstrating improved discoverability through SEO 

  • Maintained #1 ranking in the primer subcategory 

  • 33% CVR improvement through SEO optimization across A/B tests

Profitability & Efficiency Insights:

  • Identified branded search waste contributing to TACoS decrease to 8%

  • Delivered profitability analysis uncovering margin compression drivers

  • Maintained 30%+ net profit margin despite competition and increasing Amazon fees

  • Increased retention rate and subscribers count by 14% by leaning into SNS

The Real Impact

As strategic partners, we identified important efficiency gaps while the brand achieved strong top-line growth amidst category and market decreases in traffic and top line sales. Our implemented SEO recommendations directly drove category leadership and conversion improvements. Additional strategic frameworks such as - extensive virtual bundle analysis, SKU rationalization, ad spend optimization, contribution margin analysis, forever content guide and internal resource - positions the brand for continued profitable scaling in the beauty category.