- +1 (829) 605-4680
- service@mingoversum.com
- Careterra Sosua - Cabarete KM 4, Plaza Commercial Nr1, Sosua 57000
Brown Lash Beauty: From Costly Ads to Organic Growth
How an SMO Workshop Transformed a Beauty Startup's Marketing Strategy
Company Profile
- Company: Brown Lash Beauty
- Industry: Beauty and Cosmetics
- Location: United States
- Products: Vegan and cruelty-free brown lashes, lash adhesives, and accessories
- Target Audience: Beauty enthusiasts, makeup artists, and individuals seeking a softer, natural lash look
Key Performance Indicators
$20,000
Saved in Advertising Costs
100%
Shift to Organic Marketing
↑
Improved Market Understanding
The Challenge
Brown Lash Beauty faced significant challenges in its marketing approach:
- Excessive Advertising Costs: Spending up to $18,000 on ads while generating only $4,000 in sales.
- Unsustainable Business Model: The high ad spend led to financial losses and threatened the company's viability.
- Underutilized Social Media Presence: The owner, a social media influencer with substantial followings on Instagram and TikTok, was not effectively leveraging her platforms to promote the brand.
- Lack of Organic Growth: Dependence on paid ads overshadowed opportunities for building a sustainable, organic customer base.
The Solution
Brown Lash Beauty participated in an SMO (Strategic Marketing Optimization) Workshop to overhaul its marketing strategy. The workshop focused on:
- Identifying and Understanding the Target Audience
- Reducing Reliance on Paid Advertising
- Leveraging Social Media Influence
- Optimizing the E-commerce Website
- Engaging with Customers and Gathering Feedback
- Expanding and Refining Product Offerings
Implementation Steps
Ceased Ineffective Advertising
Stopped all Amazon ad campaigns, saving approximately $20,000.
Social Media Strategy Deployment
Scheduled regular posts and live sessions on Instagram and TikTok. Collaborated with influencers and makeup artists for broader reach.
Website Enhancement
Updated SEO elements and site content. Improved user experience with better site navigation and product categorization.
Customer Engagement Initiatives
Included personalized thank-you notes in orders. Encouraged social media sharing with specific hashtags. Planned contests and giveaways to boost engagement.
Product Line Optimization
Launched new products based on customer feedback and market trends. Emphasized unique selling points: vegan, cruelty-free, inclusive, and sustainable.
Results
Significant Cost Savings
Saved approximately $20,000 by eliminating ineffective ad spend.
Shift to Sustainable Growth
Increased organic traffic through social media engagement. Improved website attracted more direct customers.
Enhanced Market Understanding
Better grasp of customer needs led to improved products and services.
Positive Business Outlook
The owner felt relieved and optimistic about the sustainable business model. Established a foundation for long-term growth and profitability.
"Through the SMO Workshop, I realized I didn't need to rely on costly ads. Leveraging my social media influence and focusing on organic growth not only saved me thousands but also connected me more deeply with my customers. I now feel hopeful and excited about the future of Brown Lash Beauty."
Ready to Transform Your Marketing Strategy?
Is your business facing high advertising costs with minimal returns? Learn how our SMO Workshop can transform your marketing strategy and drive sustainable, organic growth.
Contact Us TodaySMO® Assistant
