The client, Livlit's parent company, started with only the items prepared for launch in the North American market, with no brand assets targeting the North American market. Therefore, MXN Commerce USA designed and built a US-oriented operating and expansion strategy model for a zero-based brand, including BI development and regulation, expression guide establishment, sequential launch on Amazon, Shopify, full-funnel marketing combining Performance/UGC/Affiliate, and local fulfillment/settlement systems, to create a structure for gradual growth.

Despite starting with the relatively low regulatory barrier category of sanitary pads, due to the sensitive category characteristic classified as a medical device, regulation and communication tone determine success or failure. Thus, thorough preparation and response to local regulations and risks were prepared. Through this, efforts were made to effectively convey the core messages the brand wants to deliver to customers, such as "100% organic cotton, minimized chemical components, low irritation, comfort."

Based on prior market research and localization strategy, MXN COMMERCE USA first fixed the product price and channel frame and chose a two-track strategy of sequentially launching Amazon and Shopify. On Amazon, a conversion-inducing PDP equipped with Brand Store, A+ storytelling, and review/FAQ guides was built, and Shopify was designed as a hub to introduce the brand's perspective on organic materials and convey the differentiation of absorbents, which can be somewhat difficult. In the backend of the sales channels, consistent volume was supplied even at the point of maximizing annual demand through local WMS and FBA/FBM hybrid operations, leading to sales growth.

Because rapid sales growth had to be induced, creative and media were executed with a full-funnel strategy, connecting Amazon PPC (Sponsored Ads) combining AI-based brand/product/video campaigns, Meta, TikTok opening the upper funnel, and affiliates (AWIN) providing information related to comparison/guide/coupon into a single marketing flow. Simultaneously, UGC was produced by seeding nano/micro creators monthly to build brand trust within social media channels, and this was recycled as advertising material to increase customer learning speed and conversion efficiency.

As a result, it recorded an average annual growth of over 100% for 4 years after launch and positioned itself as a Top 4 in the US Amazon organic sanitary pad sector. During campaign periods, rapid depletion of core SKUs was repeated, and the repurchase rate based on subscriptions steadily increased. Continuous content and product improvement efforts also induced the influx of new customers. Livlit's structure is "explanation that builds trust → standardized operation → improvement with data."