Jeff Shardell, the founder of Humble Brands personal care products, is on a journey to “educate people about the deodorant-health connection.” During his career working in the high-tech world, he learned that deodorant was filled with harmful chemicals linked to cancer, Alzheimer’s disease, and other illnesses.
Inspired by what he learned and to fulfill a desire to make and do things better, he developed—in his own San Francisco kitchen—a truly natural deodorant that was extremely effective with as few ingredients as possible. Simple, clean, but highly effective at naturally beating odors more than any other product out there.
Since that time, Jeff has taken his brand from its humble roots in San Francisco to its new headquarters in beautiful Taos, New Mexico. There it has become a pioneer in the natural deodorant industry. All products are inspired by nature and crafted with love. In addition to a large selection of deodorants and scents, Humble has also taken the same all-natural approach to develop other personal care products such as soap and lip balm.
On its journey to create the simplest, most effective personal care products, Humble has fully extended its philosophy to ensure that all products are not only natural and clean, but also green and sustainable. Products and packaging are eco-friendly and post-consumer recyclable (PCR). Humble never uses aluminum, parabens, phthalates, talc, or anything artificial or synthetic.
Lastly, Humble Brands supports charitable giving to the local and global community. To advance humanitarian efforts and fund environmental solutions, Humble donates 1% of its annual gross sales to create positive change for a better future.
Humble’s organizational mission poses a thoughtful question: “How can we make and do things better?” This not only applies to the development of better natural personal care products, but also how Humble can better reach their potential customers worldwide with their unique message.
With that in mind—along with increasing their reach while furthering their targeted marketing efforts—Humble decided to improve their overall presentation, rankings, and sales in the world’s largest online marketplace—Amazon.
As they explored the best way to make this happen, Humble connected with SellerSlice—a full-service Amazon agency based in Seattle. “We were delighted to have the opportunity to work with such a health conscious and environmentally aware brand as Humble,” said Duke Kroll, a former Amazon marketing executive and founder of SellerSlice. “Getting their message and products elevated to a new level in the Amazon marketplace was a top priority that we were ready to take on.”
The SellerSlice Impact
Beginning the last quarter of 2021, SellerSlice conducted a thorough review of all of Humble’s product listings with Amazon Standard Identification Numbers (ASINs). There were approximately 50+ with the majority concentrating on deodorants with different scents and configurations.
To get things moving along, SellerSlice quickly performed backend keyword updates along with optimizing ad campaigns featuring Humble products targeted to specific consumer searches within the Amazon marketplace. Moreover, SellerSlice selectively added products to the brand’s storefront on Amazon so they would be more prominently featured.
SellerSlice also used its proprietary method for optimizing Humble’s detail pages in the marketplace to significantly increase conversions and sales once a potential customer arrived there.
The page optimization process typically involves reworking copy to include better keywords and content to make it more enticing. Special content is also custom created to complete the details of the listing. These include eye-catching infographics and videos about the product.
Along with managing the content of product listings, SellerSlice leveraged Amazon’s A+ Content tool. This powerful feature enables brands, such as Humble, to easily change product descriptions through unique brand stories, enhanced images, and superior text placements. By making highly effective and professional adjustments with A+ Content, SellerSlice was able to get better conversion rates and increase traffic for Humble’s product listings.
Additionally, SellerSlice helped Humble enable Fulfilled By Merchant (FBM) inventory as a backup to the more commonly used method—Fulfilled By Amazon (FBA). While all these options enable Amazon sellers to get their orders to customers’ doors, FBA has become less effective in recent times due to supply chain issues. Since the COVID-19 pandemic began, many Amazon sellers, including Humble, have had to rethink their ecommerce fulfillment strategy.
Since October 2021, due to the hard work of SellerSlice, Humble has seen increases in organic ranks and sales. One of their deodorant listings, the “Original Formula Duo,” has gone from an organic rank with an average of 700 to about 300. This represents an average increase in organic rank approaching 150%. This boosted the overall total sales from $5,394.61 in October to $13,029.18 for November. December sales are still pending but look fantastic.
“SellerSlice is extremely pleased with the initial results we have gotten for Humble,” said Duke Kroll. “We’re looking forward to delivering more of the same in 2022.”