Revlon’s Mitchum brand unlocked its next phase of Amazon growth by treating retail media and retail operations as one connected system, rather than two separate workstreams.
A powerful example of what happens when technologies all work in lockstep to close the gap between commerce, retail media and sales performance on Amazon.
The challenge
Despite strong brand equity, loyal shoppers, and healthy Amazon ad budgets, Mitchum still had room to grow share and profitability. The team knew the playbook—PDP excellence, Buy Box strength, and smart media—but they were executing it through slow, manual workflows that couldn’t keep up with the pace of the digital shelf.
Commerce signals like stock, pricing shifts, suppressed listings, and content health existed, but they weren’t integrated tightly or fast enough into day‑to‑day media planning and optimization. As a result, campaign decisions were often reactive instead of being guided by real‑time marketplace conditions.
The solution: Working at the Intersection of Commerce and Media
To solve this, Revlon and Horizon Commerce implemented Pacvue as a connected commerce layer across Mitchum’s Amazon business. By fully aligning our own proprietary retail media platform expertise and Pacvue Commerce together, they created a closed feedback loop between retail readiness and media activation.
Pacvue Commerce delivered real‑time visibility into availability, Buy Box status, pricing, and content health, while Pacvue Advertising used those same signals to automatically adjust Amazon Ads campaigns. This ensured ad dollars weren’t wasted on out‑of‑stock, suppressed, or non‑competitive ASINs.
Key strategy pillars
- Connected data across media and operations
- Horizon’s team unified their internal platforms with Pacvue so media and commerce could be managed in one integrated workflow. This gave everyone a common view of what was happening on the digital shelf and how it should influence investment.
- Retail readiness and PDP optimization
Using Pacvue’s content analytics, they identified which PDP elements—titles, images, bullets, and A+ content—most closely correlated with conversion and revenue gains. By upgrading content across Mitchum’s core ASINs, they simultaneously boosted organic visibility and made paid media more effective. - Smart automation in Amazon Ads
Rule‑based automation in Pacvue optimized bids and keyword targeting using live commerce signals such as Buy Box wins, stock levels, and category trends. Campaigns could automatically pause or down‑weight vulnerable products and lean harder into items with strong availability and PDP health. - Cross‑funnel measurement
Unified dashboards connected paid and organic performance so the team could see how content, operations, and media compounded over time. This cross‑funnel view became the foundation for continuous, increasingly intelligent optimization.
The results
By aligning media investment with real‑time commerce intelligence, Mitchum’s Amazon performance moved meaningfully on multiple fronts. Over the post‑implementation period, Revlon and Horizon saw:
- 13% average weekly revenue lift across nine Mitchum ASINs.
- 19‑place improvement in Best Seller Rank within the antiperspirant and deodorant category.
- 5% lift in paid search revenue and a 3% increase in paid search conversion rate, driven by stronger PDPs and signals‑based optimization.
These outcomes showed that connecting media and commerce in a single operating system can deliver both stronger visibility and more profitable growth, not just short‑term performance spikes. As Horizon’s retail search leadership noted, integrated visibility and control fundamentally changed how the team managed Mitchum on the digital shelf.
Why this case matters
This case study is a blueprint for brands that already “know what matters” in retail media but struggle to operationalize those insights at scale. By using a commerce operating system to unify data, automate against the right signals, and measure holistically, Mitchum turned a complex Amazon environment into a coordinated, growth‑driving engine.