Retail media for beauty brands, planned around your stores

We map every store that carries your products down to the ZIP code. This shows which trade areas have enough of your shoppers to be worth funding, and which stores carry real demand without any media support. The plan is then sized market by market instead of nationally, so each retail partner gets support where it can sell.

Store count alone does not show where demand is. We layer US Census population by trade area on top of your store map, so you can see which markets have real audience weight and which only look busy because they have a lot of stores.

Most brands cannot see this. Good Moose Hub maps impressions and clicks from each platform against your store locations. It is not modeled and not a national estimate. If spend piles up in a market with three stores while a market with 200 stores goes dark, you see it before the quarter ends.

With stores, shoppers and media on one map, we move budget toward trade areas where both store density and population are high. Extra volume goes to stores that need it most, such as new doors, underperforming markets or stores with high inventory. No market gets overfed while another goes quiet.

When you share retail sales data, we compare sales with media delivery market by market. Correlation is a starting point, not proof. To show cause, we run geo holdout tests: we hold back or increase media in matched markets and measure the difference in sales. This separates the effect of media from seasonality, distribution changes and promotions. The same test shows how Meta, Google and DTC media lift sales at Amazon, Sephora, Ulta and other retailers, not just on your website.

Most beauty brands sell in several places at once: prestige stores at Sephora and Ulta Beauty, mass stores at Target and Walmart, and Amazon. Each one has its own shoppers, its own retail media network and its own rules. Good Moose plans them as one system, so retailer ads, offsite paid social and search, and in store support work together instead of competing for the same shopper.

At Sephora and Ulta Beauty, the goal is to make a launch or hero product win on the retailer's site and in its stores. We pair retailer media with offsite paid social, creator content and search that send shoppers to Sephora or Ulta, not only to your own site. Then we weight that support toward the markets where your stores have the most shoppers. Launches, new store rollouts and retailer events are planned ahead, so media goes live when the product is on the shelf.

Good Moose supported Sol de Janeiro from 2021 to 2025 as the brand grew from $60M to $1B across DTC and retail, including its international expansion with its retail partners. Read the Sol de Janeiro case study and the Sol de Janeiro x Sphere campaign.

Amazon works as its own funnel. We plan retail readiness, Sponsored Products, Sponsored Brands, Sponsored Display and Amazon DSP together, by shopper intent and margin, and we measure how offsite media lifts branded search on Amazon. Orlane is a heritage French luxury skincare house and an active Good Moose client. Explore the Orlane case study. For our approach to Amazon Ads, see media management.

When a brand launches at Target or Walmart, the store count jumps and the media plan needs to follow. Our footprint mapping shows which new stores are in markets that already know the brand and which need awareness built from scratch, so support is sized market by market. For brands not yet in mass retail, our TikTok Shop and beauty advertising work builds the demand retail buyers look for before they expand distribution.

Most retail growth starts away from the retailer's site. We run Meta, Google, TikTok and YouTube with the retailer as the destination, using retailer links and store locators, so the demand you build turns into sales at Sephora, Ulta, Amazon, Target and Walmart. Budgets are set as part of the retail plan, not as a separate DTC line.

When a brand is ready for broader awareness, we pick the markets where your retail partners' stores overlap most with your shoppers, then plan connected TV and out of home there. Big media works next to the shelf instead of being spread across the whole country.

Good Moose clients with large retail businesses include Orlane, Henry Rose, Summer Fridays, Living Proof, Mario Badescu, Tatcha and Sacheu, along with former client Sol de Janeiro.

Go deeper with our guides: How to choose an Ulta retail media agency, Sephora advertising for beauty brands and the beauty retail event calendar, covering 21 Days of Beauty, the Sephora Savings Event, Prime Day and more.

Retail growth rarely comes from retail media alone. It comes from brand demand, careful testing and media that lands where the product is sold. See how that worked for Sol de Janeiro, Orlane, True Botanicals and Facetheory, or browse all case studies.