Studio 10 Beauty
Helping a make-up retailer get to, and stay at the next level of awareness and sales.Background
Studio 10 Beauty is a range of pro-age beauty products aimed at mature skin. We’ve worked closely with the business to both support growing awareness of the brand, as well as deliver sales.
When we started working with Studio 10, the business had a great product and huge ambitions, but weren’t quite there in terms of getting in front of their target market online.
The Challenge
In short, this was a simple growth problem – we met a business owner who was looking to grow their business!
The beauty industry is hugely competitive online, and often the differentiator is building desirability and a sense of community into the product and brand. In this case we were lucky to be working with such an ambitious founder who understood the benefits of building a substantial personal brand.
A large part of the challenge is that Studio 10 is stocked through a large network of retailers including the likes of Marks & Spencer, who run their own paid search campaigns.
The business owner wanted to drive sales through their own channels rather than third-party sellers, which would cut into margins. To make matters worse, there are a number of other businesses, and even a TV channel which share the name ‘Studio 10’. This isn’t a unique problem to search marketing, but it can be a taxing one to help address.
Studio 10’s founder, Grace Fodor spends a lot of her time being the face of, and building brand Studio 10. Part of our job was to capitalise on the offline activity that she worked so hard at, and translating that to online visibility.
Finally, the great thing about the make up sector is that once you have recruited a customer, they’re more likely to buy from you again (assuming they are happy with the product!). ‘Being there’ in terms of visibility when the customer wants to buy again and again was of vital importance.
The Work
As always, we had to start with a lengthy research and testing phase. We turned to Google Ads to find commercially viable keywords that were delivering enough volume but also weren’t over saturated.
We worked closely with Grace on her branding strategy, which leaned heavily into maintaining existing customers, as well as helping grow the brand Studio 10 online — getting in front of the right people at the right time.
Brand search was key, so ensuring that whenever a relevant customer searched the brand name, or a product, or any combination of the two, Studio 10 products were front and centre was key. This worked well in Google Shopping, but we applied the same tactic for search, as well as on YouTube.
This worked alongside customer recruitment ads on Facebook, targeting demographics known to the company — those interested in similar businesses, or lifestyle segments and demographics similar to Studio 10 customers.
Remarketing through various channels was used to build desirability and trust in the brand, and ensure that when a customer was ready to purchase, it was Studio 10 that hit their basket.
We also added very tight targeting on YouTube, selecting channels and videos which were closely aligned to Studio 10’s core audience, and showing straightforward video content, or Shopping Ads. Specifically targeting the likes of Lisa Eldridge (a YouTube makeup artist) we were able to tap into the exact audience that Studio 10 were looking to connect with.
The Results
The we’re delighted to have slowly but surely helped Studio 10 grow their monthly revenue for Studio 10 by 7 times!
Within make up, you’re always working with a fairly low average order value <£50, meaning you’re never really going to get a ground-breaking ROAS. We were delighted to achieve a very healthy and profitable ROAS of 5, which meant we could continue to try to spend more traffic at that level.
Users started at around 3000 per month, to a peak of 25,000 in the record month. The more users on the site, the more chances of a transaction! We went from 160 transactions per month, to a peak of nearly 1700.
While Grace grew her brand offline — we ensured that when customers were ready to find it online, it was Studio 10, and not one of the many resellers that they purchased from. This ensured that those customers would likely end up on Studio 10’s email marketing list, and the customer lifetime value would increase from there.
“You’re only as good as your clients”
This is what Grace said to us when we first met, and in this case the client was perfect. Hungry, ambitious, smart and a little edgy! Grace absolutely smashed her email. Perfect flows alongside super-relevant content. Also, Grace’s ability to land traditional coverage in the likes of The Daily Mail and Sunday Times just made the job that little bit easier. When Grace was getting interviewed in a glossy, we just had to be there to making the right moves to funnel those new, potential customers.
The Future
Here’s a kicker for a case study! Studio 10 have now become so successful that Grace has hired her very own PPC Manager in-house! A massive complement to Be Found Be Chosen.
Following a very happy and successful two years, we’re parting ways as businesses and wishing each other well. Grace is delighted to have grown to the point where she can hire in house to fill the skills gap. We can’t wait to see where Grace is in a few years time.
