Case Study #2 – simonmarkusglobal.com

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."

- Owner, 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.

Discover more success stories | Schedule a consultation

SMO® Assistant