Reckitt: A Smarter Product Launch

This is Unicorn partnered with Reckitt to test and optimise the Amazon launch of Harpic Hygienic & Fresh Stickers.

Our e-incubator solution validated demand, refined key value drivers, and optimised performance—driving market share growth and positioning Harpic as a category leader.

Deliverables:

  • Market & Product Readiness
  • Test, Learn & Scale
  • Insights & Future Roadmap

“Amazon is an incredible testing ground for new product development, but only if you know how to leverage it. Our e-incubator solution gave Reckitt the agility to test, iterate, and optimise in real time—minimising risk and maximising results. This project is a perfect example of how brands can use Amazon not just as a sales channel, but as a strategic launchpad.”

– Elise P A Jackson, CEO

Our Phased Launch Strategy

Phase 1: Market & Product Readiness

Phase 2: Test, Learn & Scale

Phase 3: Insights & Future Roadmap

Phase 1: Market & Product Readiness

To ensure a strong launch, we conducted a deep-dive market and competitor analysis, identifying opportunities and mitigating risks. By benchmarking against key competitors, we helped Reckitt understand the landscape and define a data-led approach.

With these insights, we developed an Amazon-first launch strategy, covering pricing, advertising, and promotional frameworks designed to maximise visibility and conversion.

To support the launch, we optimised Product Detail Pages (PDPs), A+ Content, and Brand Store assets, ensuring Harpic’s listings were compelling, high-converting, and algorithm-friendly.

Phase 2: Test, Learn & Scale

With the foundation in place, we executed a high-performance Amazon advertising strategy, leveraging Sponsored Products, Sponsored Brands, and DSP to maximise visibility and drive sales.

Throughout the launch, we took an iterative test-and-learn approach, continuously refining bidding strategies, promotions, and pack sizes to optimise for conversion.

By analysing real-time data, we identified the most effective messaging and content variations, ensuring Harpic resonated with customers and outperformed key competitors.

Phase 3: Insights & Future Roadmap

Following the test phase, we conducted a comprehensive performance review to assess the impact of our strategy and provide Reckitt with data-driven insights for long-term success on Amazon.

By benchmarking Harpic’s performance against key competitors and category trends, we identified strengths, opportunities, and areas for further optimisation.

Finally, we delivered actionable recommendations on messaging, product positioning, and future media investment—ensuring Reckitt had a clear roadmap

Smart Amazon Launch, Smart Results

With our approach, we helped Harpic test, refine, and optimise its new product launch—driving market share growth and positioning it as a top contender in its category.

❇️ +26% Market Share Growth
Harpic expanded the subcategory while winning share from key competition

❇️ #5 Best Seller in Subcategory
Achieved a top-ranking position within the test period

❇️ Hundreds of Reviews Generated
Strengthened consumer trust and product credibility

❇️ Robust Data Set for Future Strategy
Providing critical insights to inform Reckitt’s NPD

A Winning Partnership

Vivek Nauhbar

Global Head of Insights & Analytics, Reckitt

“This is Unicorn has been the shining beacon of our project…the staggering success we’ve achieved stands as testament to their unparalleled expertise & tenacious pursuit of trial optimisation excellence.”

Need an Amazon Launch Strategy That Delivers?

If you’re launching a new product on Amazon and want to minimise risk, maximise insights, and accelerate growth, we’d love to chat.

→ Get in touch!

Please fill in our form.

    anahita@thisisunicorn.com

    We are committed to protecting any personal data we may hold about you.

    → VISIT OUR PRIVACY POLICY