The retail landscape is shifting: brands can no longer rely only on traditional channels or core audiences to drive growth. Today’s opportunity lies in using digital marketplaces to discover, reach, and win entirely new consumers. In this fireside chat, Accrue and Henkel Beauty share how a professional-focused brand successfully expanded its reach to everyday consumers. By leveraging Amazon’s media and data capabilities, Henkel was able to identify new audiences, test creative strategies, and build a foundation for long-term direct-to-consumer growth.

• Why marketplaces are no longer just distribution channels, but engines for audience discovery and brand expansion.

• How Henkel shifted from a stylist/pro-first strategy to reaching direct consumers at scale.

• The role of Amazon’s advertising and insights tools in finding and converting new shoppers