The Client
Tint Cosmetics is an innovative beauty brand dedicated to empowering individuals through inclusive, high-quality makeup. With a mission to celebrate diversity and promote self-expression, Tint Cosmetics offers a wide range of products designed for all skin tones. Committed to sustainability and quality, Tint Cosmetics aims to redefine beauty standards and create a community where everyone feels confident in their own skin. The client aimed to achieve 3x ROAS (Return on Ad Spend), focusing on attracting new purchasers and encouraging repeat business. They sought comprehensive data analysis to evaluate campaign effectiveness and insights into customer behavior, ensuring transparent reporting and regular updates on progress.
Additionally, the client looked for innovative marketing strategies that resonated with their target audience of women aged 18 to 45, utilised social media trends and influencer collaborations. Overall, the goal was to create a cohesive marketing approach that aligned with the brand identity and drove measurable results for Tint Cosmetic. While the client had achieved a breakeven (ROAS) of 1x, this performance limited their capacity to reinvest in marketing and scale the business effectively. To drive growth, they needed to improve ROAS and generate additional revenue.
Another challenge lay in accurately targeting the right audience within the 18 to 45 age range, as inefficiencies led to wasted ad spend and suboptimal conversion rates. Additionally, the client faced strong competition in the crowded cosmetics market, making it essential to implement innovative strategies that differentiated the brand. Addressing these challenges was crucial for moving beyond breakeven and fostering sustainable growth.
The Strategy
We had identified a gap in the customer journey and implemented a targeted funnel strategy to engage customers at each stage of their purchasing process. Additionally, we tailored our creatives to align with their specific position in the purchase flow, ensuring more relevant and personalised engagement.
- Combo Products
- Landing Page Modification
- Audience Segmentation
- Proper Funnel Structure
- Creative Communications
- Loyalty & Retention
We allocated a small portion of the budget to Awareness so that we acquired more new customers into our websites. Since we observed a good ROI from Meta ads, we allocated 70% of our budget to Meta ads & 30% to Google Ads.
The Results
By implementing all the strategies, we successfully achieved our desired outcomes within 6 months. During the first three months, we were essentially at breakeven, but from August onward, we experienced a significant spike in performance. This improvement can be attributed to our decision to bundle our top-performing products and offer them as value deals. This approach not only increased our Average Order Value (AOV) but also contributed to driving more profitable business.
- Amount Spent: ₹619,181
- Purchases: 758
- CPA (Cost Per Acquisition): ₹859
- Revenue: ₹1,083,112
- ROAS (Return on Ad Spend): 1.56
- AOV (Average Order Value): ₹1,217
- Profit: ₹463,930
