LONDON — Personal healthcare and beauty products group PZ Cussons has appointed Threepipe's new division, Emergent, to reinvigorate its Amazon strategy across brands including St Tropez, Sanctuary Spa, Fudge Professional, Imperial Leather, Original Source and Carex.

Following a competitive pitch, Emergent – which was set up by digital, PR and SEO specialist Threepipe in September to help brands navigate Amazon’s algorithm – is managing Cussons’ sponsored product ads and sponsored brands activity to drive sales by using keyword themes and search trends.

The scope of Emergent’s work also includes influencer-led activity across social platforms for the Sanctuary Spa brand to drive search and traffic to its Amazon brand store. Emergent is also looking at SEO optimisation of brand websites including St Tropez.

Emily Bidder, brand activation manager, online & etail at PZ Cussons Beauty said: “We were very impressed by Emergent’s approach and also the data intelligence they are able to provide back to the business. Amazon is a very important channel and we feel like we are in safe hands and maximising the opportunities available to us across the wide brand portfolio.”

Jim Hawker, founder of Threepipe – which was acquired by Italian technology group Reply last November – told the Holmes Report: “Our Amazon team is going from strength to strength. We’ve recruited two more people and more and more conversations with clients are turning to Amazon. Many brands haven’t had much experience of working with its algorithm; it demands a level of specialism and it can drive improved sales performance in a short space of time.”