allbeauty

Allbeauty is a UK-based online retailer offering discounted beauty products such as perfumes, skincare, makeup, and haircare. Founded in 2004, it provides popular luxury brands like Estée Lauder, Dior, and Gucci at lower prices. Known for great customer service and competitive pricing, allbeauty ships internationally to over 40 countries and has dispatched over 24 million orders in the last 20 years. 

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the challenge

As it prepared for the next stage of its growth, allbeauty was set to launch a limited-edition Wellbeing collection and needed a standout campaign to support it. The allbeauty team sought to collaborate with a forward-thinking, full-funnel agency capable of crafting a sophisticated aesthetic that would appeal not only to their core audience of 45 to 65-year-olds but also to a broader demographic spanning ages 25 to 65.

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With a combined product value exceeding £225, the collection was priced at just £45, effectively positioning it as a premium yet cost-effective option for consumers. The campaign sought to position the collection as a high-end offering despite its markedly lower prices. Overall, elevating brand perception and driving engagement with a wider audience by reinforcing allbeauty's commitment to quality at a lower price point within the beauty industry.

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The challenge lay in leveraging paid media creative to effectively engage a younger audience while maintaining a strategy that resonated with allbeauty’s existing customer base. Striking the right balance between an engaging, youth-focused campaign and preserving the brand's appeal to its loyal audience was critical.

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The campaign had to stand out in a competitive market while emphasising the collection's luxurious appeal at an accessible price point. Adding to the complexity was a tight three-week timeline, demanding precise planning and seamless execution to ensure the campaign launched successfully and on schedule.

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OUR solution

A comprehensive comparative analysis was conducted to assess whether the newly implemented AI-driven approach could deliver measurable improvements in campaign performance, with a strong emphasis on ensuring data reliability and accuracy in order to guide future marketing strategies.

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• Comparative Analysis: We conducted a comparative analysis by evaluating the performance of A+S alongside our existing Sales campaigns. This step enabled us to gauge the effectiveness of the new campaign in terms of key metrics like ROAS and CPP.
• Measurement Metrics: We identified and utilised key metrics to assess campaign performance, focusing on ROAS and CPP. ROAS measures the revenue generated for each unit of advertising spend, while CPP quantifies the cost incurred to achieve a purchase. This focused approach allowed for a clear evaluation of the campaign’s performance success.

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results

The performance analysis of Meta's A+S campaign, when compared to allbeauty’s existing sales campaigns, yielded exceptionally positive results.

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• For new customers, the A+S campaign achieved a 60% higher return on ad spend (ROAS) and a 39% lower cost per purchase (CPP) from March 15th to June 15th, compared to the traditional sales conversion campaign.

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• For existing customers, A+S demonstrated a 57% higher ROAS and a 36% lower CPP than the regular sales conversion campaign.

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These significant improvements in key metrics underscored the effectiveness of the A+S approach, confirming its potential as a valuable component of our marketing strategy.

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