Moira Habitat – From Brand Confusion to Focused Growth

Overview

Moira Habitat operated two brands — Phoenix Beauty, a women’s skincare and cosmetics line, and Blumix, a sustainable home-care brand focused on eco-friendly cleaning supplies.

While Phoenix Beauty struggled to find product-market fit, Blumix showed early potential in the sustainable essentials category. BrandKyte partnered with Moira Habitat to analyze both businesses, uncover performance insights, and design a data-driven strategy to focus resources where the real opportunity existed.

OUR APPROACH

1. Deep Brand & Market Opportunity Audit
We began with a full audit of both brands — assessing Amazon listings, category performance, SEO health, conversion rates, and advertising efficiency. Using Amazon Opportunity Explorer, we identified high-growth niches and discovered untapped demand in the sustainable cleaning segment, confirming that Blumix had stronger long-term viability.

2. Brand Rationalization Strategy
Through profitability and data modeling, we advised Moira Habitat to sunset Phoenix Beauty — redirecting resources toward scaling Blumix, where competition was lower and customer lifetime value higher. The goal was to focus investment where the brand could lead, not just participate.

3. Blumix Optimization & Growth Framework
Once the focus shifted, our team re-engineered Blumix’s Amazon presence and Shopify store.

SEO: Optimized product titles, backend keywords, and A+ content targeting eco-conscious buyers.
CRO: Simplified storefront navigation and improved product detail layouts for conversion.
PPC: Overhauled Sponsored Products and Sponsored Brands campaigns, using AI-assisted bid adjustments and negative-keyword pruning to lower wasted spend.

4. Data-Driven Content and Reporting Integration
We deployed custom dashboards through BrandKyte’s analytics layer, giving Moira Habitat real-time insights into sales, ACoS, and keyword performance. Weekly reporting helped track profitability per SKU and informed product-line decisions.

RESULTS

Phoenix Beauty gracefully sunset, freeing up resources and focus.
Blumix sales grew 3.4x within 6 months through strategic SEO + PPC + CRO alignment.
ACoS dropped from 42% → 24%, improving ad efficiency and ROI.
Conversion rate increased by 28% across top-performing listings.
Expanded product coverage into three new high-demand sub-categories validated by Amazon Opportunity Explorer.

TESTIMONIAL

“BrandKyte helped us see the bigger picture. They didn’t just optimize our ads — they helped us make the hard, data-based decision to discontinue a brand that wasn’t scaling and double down on the one that truly could. Thanks to their insights, Blumix is now a profitable, growing line with a clear direction.”
— Monalisa, Founder, Moira Habitat

KEY TAKEAWAY

BrandKyte’s Human + AI approach empowers founders to make smarter, evidence-based brand decisions — whether that means scaling a strong performer or sunsetting what no longer aligns with growth goals. For Moira Habitat, focus created momentum, and data turned potential into profit.

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