As a strictly D2C brand since inception, oVertone needed to stand out on an increasingly competitive platform to drive awareness among high value Amazon Prime beauty customers while offering a consistent brand experience across platforms all of our platforms. Our internal team brought oVertone to Amazon through content that elevates the at-home color experience while still feeling tangible and relatable. Our main objectives were to communicate inclusive values through range of models and hair types, and convey key benefits. Our platform needed to be simple, offering education in easy, digestible bites to overcome lack of familiarity with format.