Beauty performance at returns a cosmetics CFO stops to re-read.
Napoleon Perdis is a long-established Australian cosmetics brand. The programme ran full funnel across three channels, and each one was reported on its own return rather than blended into a single account figure.
Napoleon Perdis: paid social, paid search and email, reported line by line.
Paid social ran on Facebook at scale. Prospecting and retargeting across the cosmetics range, with creative rotated to the brand's launch cadence and built around shade-range stories. Facebook returned 14.6:1 on ad spend.
Paid search covered brand and category. The Google programme ran across brand, category and product terms, defending the brand's own demand and capturing intent from shoppers searching the category. It was managed to return rather than to volume, and returned 8:1.
Email ran against the brand's large owned list. Lifecycle flows and campaign email were timed to the same launch calendar as the paid channels. Email returned 50:1, the highest-returning channel in the mix.
Three channels, three returns: 14.6:1 on Facebook, 8:1 on Google Ads, 50:1 on email.
The engagement.
Facebook at scale
Prospecting and retargeting across the cosmetics range, creative rotated to launch cadence and shade-range stories.
Brand defence + category intent
Google programme across brand, category and product terms, run to return, not volume.
The margin engine
Lifecycle and campaign email against a large owned list, the highest-returning channel in the mix.
Facebook return on ad spend
Google Ads return
Email return on investment
Napoleon Perdis, the beauty icon we scale.
What did 121 Group do for Napoleon Perdis?
121 Group ran Google Ads, paid social and email marketing for Napoleon Perdis.
What industry is this fashion and beauty case study in?
Napoleon Perdis operates in fashion and beauty. 121 Group works across nine verticals, with case studies published for each.
What results did the Napoleon Perdis programme produce?
Napoleon Perdis 14.6:1 Facebook ROAS The brand in market Napoleon Perdis, the beauty icon we scale.
Beauty brand with a big list and an underworked email programme?
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