Introduction
Dermafresh, part of the Cooper Consumer Health group, is a leading personal care and dermatology brand, known for highly effective products and deodorants designed for sensitive skin. On Amazon, it speaks to a modern, health-conscious consumer looking for clinical safety and everyday freshness.
The brand's goal was to bring the strong trust it had built in the pharmacy channel into digital commerce, turning it into solid and measurable market leadership on Amazon.
The Challenge
In personal care, a competitive landscape dominated by brands with decades of established presence, relying only on lower-funnel tactics such as direct conversion campaigns and Sponsored Ads risked placing an artificial ceiling on growth.
Dermafresh needed to significantly scale absolute sales volumes without losing conversion efficiency. The real challenge was to prove scientifically that mid-funnel activity does not waste budget, but can become the main engine for acquiring incremental high-intent volume.
Kiliagon's Strategy: Touchpoint Integration and Mapping
Kiliagon designed an advanced approach to prove, through data, how exposure to multiple touchpoints increases conversion probability and expands funnel scale. The strategy was built on three core pillars:
- Advanced AMC Analytics & Mapping. Using Amazon Marketing Cloud to analyze cumulative Q1 2026 data, Kiliagon mapped users' full exposure paths and evaluated cross-funnel synergies.
- Full-Funnel Integration. DSP Consideration, DSP Conversion and Sponsored Ads campaigns were activated and connected simultaneously, guiding users from discovery through to purchase.
- Path Efficiency Analysis. The team analyzed the efficiency of different multi-touchpoint journeys, validating the strategic reallocation of budget to the full path once the evidence of volume growth emerged.
Results
The data extracted through Amazon Marketing Cloud delivered a clear verdict: Consideration works, expanding funnel scale while keeping efficiency strong at every stage.
| Lower funnel only | 11.35% Purchase Rate | Conversion + Sponsored Ads captured existing demand, but with limited scalability. |
|---|---|---|
| Full-funnel synergy | 11.39% Purchase Rate | Consideration + Conversion + Sponsored Ads unlocked a peak volume of total purchases. |
| Volume increase | +42.7% | The addition of DSP Consideration generated massive growth in total sales volumes. |
Key Success Factors: Why the Campaign Worked
- Consideration as a volume driver. Including DSP Consideration unlocked record sales volumes instead of only capturing immediate lower-funnel demand. By engaging consumers during discovery and evaluation, the campaign constantly fed the funnel with qualified users.
- Zero efficiency dilution. Audience expansion through mid-funnel strategies disproved the fear of attracting uninterested traffic. Purchase Rate remained strong at 11.39%, showing that Consideration exposure prepares users to become high-intent buyers.
- Full-funnel scalability versus isolated channels. The connection between DSP Consideration, DSP Conversion and Sponsored Ads generated a multiplier effect, confirming that sequential exposure to multiple touchpoints increases conversion probability and overall brand profitability.
Conclusion
The Dermafresh case shows that full-funnel integration is a decisive engine for scalability on Amazon. By using real-time Amazon Marketing Cloud data, Kiliagon and Cooper Consumer Health proved that Consideration is not an accessory cost, but an essential commercial lever.
Moving beyond the last-click trap allows brands to unlock maximum volume growth while keeping conversion quality fully intact.