Goovi: Italian at heart. American out loud.

Goovi grew in Italy with something a U.S. launch could not import: Michelle Hunziker’s built-in equity. On Amazon, shoppers would meet the brand through search, proof and a thumbnail before personality had time to work. The challenge was to make its joy, efficacy and in-and-out philosophy legible to a new shopper without sanding away what made it Goovi, rather than to Americanize it.

In Italy, personality opens the door and proof earns the repeat. In the U.S., we reversed the order: proof earns the click, personality earns the repeat. Both had to live on the same scroll.

We read the U.S. category through reviews, search and social, then built the Amazon system around what shoppers needed to believe: 21 PDPs across skincare, body care and supplements, plus Brand Store and Sponsored Brands. Copy, claims, hierarchy, in-use storytelling and art direction were rebuilt for the market; photography briefs guided the Italian team so casting, light and lifestyle felt American without flattening Goovi’s colour, energy or joy.

21 SKUs. 327 final assets. One system spanning PDPs, Brand Store and Sponsored Brands, built for Goovi’s U.S. Amazon debut.