Front Row

The biggest sales moments reveal what actually drives performance. We analyzed Amazon’s Big Spring Sale to identify key trends and performance drivers shaping the marketplace. Use these insights to guide smarter decisions and strengthen your growth strategy. Explore more at https://lnkd.in/gBHiKQMA

"Which channel should we prioritize?", I get asked this constantly. And it's the wrong question. If you grew 20% on Amazon beauty last year, you weren't scaling. You were surfing... the category itself grew 19%. The brands actually pulling ahead aren't optimizing channels. They're connecting them. Here's the shift: 💄 Retail creates the sensory experience. 🌐 Social builds cultural relevance. 🥇 Your digital flagship provides education, authority, and the foundation for AI search. 🛒 Marketplaces close the transaction. When those are connected... shared data, unified KPIs, one view of the customer... the math changes. It's not "$1 in, $5 out." Sometimes $1 in means $10 shows up somewhere else entirely. But only if the $1 was placed right. Two examples from the playbook: → Ouai stopped measuring DTC on conversion alone. They saw it was the education layer making Amazon convert, and returned it to growth without cutting spend. → NuFace mapped purchases one, two, three, then built journeys that move customers up incrementally, instead of chasing retention curves that don't fit a device brand. In 2025, we grew beauty client sales 24% YoY, against 19% for the category and 12% for competitor-managed brands. The gap is the system. Rina Yashayeva and I partnered with The Business of Fashion to break down exactly how to build it data infrastructure, AI discoverability, conversion. Read it if you're building for growth, not just riding it. https://lnkd.in/etTx4HBP

Every brand says they're omnichannel, but almost none of them have a single person who owns the full picture. DTC usually has its own P&L, Amazon has its own team, and retail has its forecast. And somewhere in the gap between all three, a customer who found you on TikTok, researched you on your website, and bought you on Amazon gets counted three different ways, or not at all. Front Row partnered with The Business of Fashion to write the playbook on what it actually takes to close that gap. Real frameworks, real client work, and numbers that make the case for rethinking how you measure everything. Download the playbook here: https://lnkd.in/eim-QKpi

Our Connected Commerce playbook in partnership with The Business of Fashion is live, and the takeaways for beauty brands especially couldn't be more clear. Connected data, media, and omnichannel excellence are the difference between brands that ride category growth and brands that drive it. "Instead of looking at performance by platform, the focus must shift to understanding the consumer and category with breadth, but measuring with depth." — Rina Yashayeva, SVP of Brand Strategy, Front Row Download the playbook to see real data, backed by real client work, and reinforced by our understanding of how the modern consumer actually shops and interacts with brands. https://lnkd.in/eim-QKpi

Your D2C site isn’t automatically a flagship—it takes strategy, storytelling, and execution to earn that status. Our latest blog explores what separates a true digital flagship from a standard ecommerce storefront, and how our team helps brands bring that elevated experience to life ↓ https://lnkd.in/g7hiuMK9

Attention is earned. Conversion is engineered. Our partnership with Veea Face by Dr. Suzan Obagi highlights how creative and strategy work together to drive performance. We build content systems that engage audiences and move them closer to conversion. 
See more at frontrowgroup.com

The future of beauty is being built at the intersection of innovation, influence, and commerce. Alexandra Carmody, CCWS, Senior Vice President of Commercial Operations, and Katelyn Winker, Vice President of Digital Growth, recently spoke at the 2026 WWD LA Beauty Forum, joining industry leaders to discuss how brands can stand out in an increasingly complex landscape. Their perspective focused on translating cultural relevance into measurable growth. Follow us and stay connected to see where our experts will be speaking next.

Beauty brands are learning that manufactured moments are grabbing consumer attention. From spoof apologies to staged “controversy,” we’re seeing a shift toward what we’re calling engineered attention: content designed to trigger shares, saves, and conversation at scale. As Katie Martin, EVP & Managing Director at Front Row shared in The Business of Fashion: “It’s basically 2026 guerrilla marketing. The internet thrives off drama and shock, and here’s a new way to do that.” But attention isn’t the only metric, and the real question is whether these moments translate into engagement that drives brand equity, and ultimately, conversion. In a cultural landscape that rewards shock, brands will also need to know when to draw the line. 

Let's go, OMR Day 1 — we're ready to rumble! 🎉 Visit us in 𝗣𝗿𝗲𝗺𝗶𝘂𝗺 𝗛𝗮𝗹𝗹 𝗔𝟭 | 𝗕𝗼𝗼𝘁𝗵 𝗖𝟬𝟱 and don't miss the chance to: 🏆 Win a 5K EUR Amazon Performance Test in cooperation with Aybee and find out which creatives or pricing options work best for you. ⚡ GEO Optimize 100 ASINs and push them to Amazon with PortfolioAI live at our booth. And there's more to discover! Stop by, bring your most pressing questions around Amazon, Retail Media, and D2C — our experts are excited to meet you! See you there! #OMR26 🎉

If content is the new shelf, most brands are understocked. With AI transforming search behavior, content now plays a central role in how brands are found and chosen on Amazon. Our latest blog outlines how the rules of visibility have changed. Read more now at the link below: https://lnkd.in/gkSQdxEn