Download the playbook. Then see it come to life in a demo.
Reveal which retail media investments are truly growing e.l.f. sales, not just capturing existing demand.
e.l.f. Beauty is a bold challenger brand; its measurement strategy should be too. Incremental gives retail media teams a daily view of incremental ROI, separating real business impact from demand that was already there, so every future dollar is planned with clarity and confidence.
to reveal the beauty of incremental insights.
The next wave of e.l.f. growth needs more than ROAS
e.l.f. is growing fast, gaining share and scaling across a highly concentrated retail engine. With Target, Walmart, Ulta Beauty and Amazon representing a major share of sales, every retail media decision has more influence on future growth.
As e.l.f. plans its next wave of growth, understanding which campaigns are truly incremental takes more than ROAS.
Don’t blend into the beauty shelf
Retail media performance can look strong in-platform, but ROAS does not show which campaigns are truly incremental. Incremental gives teams a daily view of campaign and channel iROI across retail platforms.
Know what grows beyond the glow
Incremental helps teams separate attributed sales from incremental sales, so they can see which campaigns are creating demand, not just capturing what was already there.
Find the formula for smarter spend
With predictive planning, Incremental helps teams use incremental sales signals to guide future budget decisions and invest where retail media is most likely to grow sales.
A leading Health & Beauty brand was running a significant Amazon media program across Search and DSP, but standard ROAS reporting was only telling part of the story. Search looked efficient on attributed performance, while DSP played a supporting role. The team needed to understand which part of the mix was truly driving incremental sales and whether Amazon media was creating demand that converted across other key retailers.
Using Incremental, the brand measured campaign-level iROI and reallocated spend based on incremental impact, not surface-level ROAS. The result was stronger sales growth with less total spend.
How Incremental helped a leading Health & Beauty brand generate +20% incremental sales
RESULTS
On Amazon:
+20%
incremental sales
2%
less spend
+23%
overall iROI
Amazon campaigns also drove incremental sales lifts at:
+20%
Target
+38%
Walmart
+53%
Ulta Beauty
See what’s really growing e.l.f. sales
Book a demo to learn how Incremental gives retail media teams a daily view of incremental ROI, so they can move beyond surface-level ROAS and plan the next media dollar with confidence.
