Cosmetics & Skin Care Brand
The Challenge
Kosas, a rising star in the beauty and cosmetics industry, approached us with a clear mission: to elevate their brand and boost revenue while staying true to their core values of clean beauty. However, they faced a number of challenges typical of the highly competitive beauty sector:
Crowded marketplace with well-established players dominating the ad space
Consumer confusion about the benefits of clean beauty products versus traditional cosmetics
High customer acquisition costs (CAC) were cutting into profitability, limiting the brand’s ability to scale
Relatively low conversion rates, especially when compared to the leading beauty brands
"We had a strong brand, but our digital strategy wasn't translating into the growth we knew we could achieve. We needed to find a way to connect with our audience more effectively and drive measurable results," says Abbey Brogan, Marketing Director at Kosas.
Our Approach
After an in-depth audit of Kosas' digital marketing efforts, we developed a comprehensive strategy aimed at maximizing return on ad spend (ROAS) while reducing customer acquisition costs and improving overall conversion rates.
Key Components of the Strategy:
Audience Segmentation and Personalization: Using data analysis, we identified high-potential customer segments such as eco-conscious consumers, skincare enthusiasts, and younger beauty buyers. We tailored ads to highlight different benefits of the products—such as clean ingredients, long-lasting wear, and skin-improving properties—to resonate with each audience.
Dynamic Creative Optimization: We leveraged AI-powered creative optimization to test various ad formats, messages, and visuals. Clean beauty themes emphasizing “natural and effective” performed exceptionally well, especially in visual formats like Instagram Stories and YouTube ads.
Landing Page Optimization: Our team overhauled Kosas’ landing pages to improve the customer journey. By featuring real customer testimonials, simplifying the checkout process, and highlighting key product benefits, we reduced drop-offs and increased conversions.
Smart Bidding and Budget Allocation: We implemented automated bidding strategies based on real-time data, allowing us to target high-intent customers at the right time, ensuring Kosas maximized their ROAS.
The Journey
Month 1-4: Setting the Foundation
In the early months, we focused on research, testing, and establishing a strong foundation for growth:
Extensive audience research: Identified key customer segments based on product preferences, shopping behaviors, and price sensitivities.
Creative testing: Dynamic ads were launched across multiple platforms, resulting in a 25% higher engagement rate for ads featuring clean beauty messaging.
Established baseline metrics:
ROAS: 3X (Benchmark: 3.5X for beauty industry)
Conversion Rate: 2.1%
Cost Per Acquisition (CPA): $24.69
Month 5-8: Optimizing and Scaling
Once we identified the winning strategies, we optimized campaigns for higher efficiency and began scaling:
Landing page optimization improved conversion rates by 15%, particularly by simplifying the purchase flow and integrating customer reviews more prominently.
Smart bidding adjustments reduced Kosas' cost per acquisition (CPA) by 35%, ensuring that we maintained profitability while scaling.
Retargeting campaigns were launched to capture high-intent users who had visited the site but hadn’t yet purchased, driving a 30% increase in return customers.
Key metrics after 8 months:
ROAS: 4.5X
Conversion Rate: 2.5% (industry average: 2%)
CPA: $17.80
Month 9-12: Record-Breaking Performance
In the final stretch of the campaign, we pushed for even more aggressive growth, capitalizing on the foundation laid earlier:
AI-powered creative adjustments during key sales events like Black Friday drove a 40% increase in conversions.
Strategic collaborations with beauty influencers boosted brand credibility, driving a surge in social media engagement and referral traffic.
Key metrics by the end of 12 months:
ROAS: 5.4X (surpassing the industry standard of 3.5X)
Conversion Rate: 3% (40% improvement from the start)
CPA: $11.11 (55% reduction)
Revenue: $1.62 million generated from $300,000 in ad spend
27,000 conversions with an average order value of $60
The Results
By the end of our 12-month partnership, Kosas achieved significant milestones that helped them dominate the clean beauty market:
ROAS: 5.4X — exceeding the industry benchmark of 3.5X, resulting in a $1.62M return on a $300,000 ad spend.
Conversion rate increase of 40%, bringing the rate up to 3%, well above the industry average of 2%.
Cost per acquisition (CPA) reduced by 55%, dropping to an impressive $11.11 from $24.69, allowing Kosas to scale profitably.
27,000 conversions with an average order value of $60, contributing to a significant increase in both new and repeat customers.
These results not only exceeded Kosas’ growth targets but also solidified their place as a leading clean beauty brand in a fiercely competitive industry.
Client Testimonial
"We were blown away by the results. The team's ability to cut our acquisition costs in half while driving more revenue than ever before was incredible. They understood our brand, our audience, and how to deliver real, sustainable growth," says Abbey Brogan, Marketing Director at Kosas.
Continuous Improvement
Working with Kosas reinforced several key strategies that were vital to the success of their campaign:
Personalization is key: Tailoring the messaging and creative to different customer segments (such as clean beauty advocates and skincare enthusiasts) was critical in boosting engagement and conversion rates.
Simplicity wins: Streamlining the checkout process and improving the user experience on Kosas’ landing pages made a significant impact, reducing friction and boosting conversions.
These insights will continue to shape Kosas’ future marketing efforts and will be applied to other ecommerce clients seeking exponential growth.
Conclusion
Our partnership with Kosas demonstrates the power of data-driven marketing combined with a deep understanding of the customer journey. Over the course of 12 months, we helped Kosas achieve:
Industry-leading ROAS and revenue growth, turning $300,000 in ad spend into $1.62 million in revenue.
Reduced customer acquisition costs, enabling sustainable growth at scale.
Higher conversion rates that outpaced the competition, ensuring that Kosas remained at the forefront of the clean beauty movement.
Looking to scale your ecommerce brand and maximize your marketing ROI? Let’s explore how our data-driven strategies can bring your business the same level of success.
