Cosmetics Store UK Market Result

About the Client

Our client is a UK-based cosmetics store offering premium skincare, makeup, haircare, and beauty essentials. While the brand had quality products and a loyal offline customer base, their online performance was inconsistent, and most sales depended on paid ads without a proper content or retargeting strategy.

They approached Growistan to build a high-performing social media marketing system that could increase online sales, strengthen brand identity, and scale their presence in the highly competitive UK cosmetics market.

🎯 Objectives

• Increase online sales through targeted Facebook & Instagram ads.

• Build strong brand awareness and trust across the UK beauty audience.

• Improve ROAS and reduce cost-per-purchase.

• Increase repeat buyers through retargeting and community engagement.

• Position the brand as a premium but affordable UK cosmetics retailer.

⚙️ Challenges

• UK beauty market is extremely competitive with high ad costs.

• No clear audience segmentation or optimized ad funnels.

• Limited organic engagement on Instagram & Facebook.

• High cost-per-purchase due to broad targeting.

• No influencer partnerships or user-generated content.

• Weak retargeting strategy and no automated follow-ups.

🚀 Social Media Marketing Strategy & Implementation

1. Market & Audience Research

Growistan conducted in-depth research on:

• UK beauty audience demographics.

• Skincare & makeup trend analysis.

• Buyer behavior (impulse buyers vs. repeat skincare users).

• Competitor ad strategies & pricing models.

We built custom audience sets:

• Makeup lovers (18–30)

• Skincare routine seekers (25–45)

• Haircare shoppers (22–40)

• UK South Asian beauty audience

• High-intent website visitors

2. Content Strategy

• Created premium product photoshoots and short-form videos.

• Built themed content: “Skincare Routine”, “Before/After Results”, “Makeup Hacks”, etc.

• Designed carousel posts, reels, and product spotlights.

• Posted customer reviews & unboxing videos to build trust.

• Created educational content around active ingredients (retinol, niacinamide, vitamin C).

3. Paid Ads Funnel Creation

We built a 3-layer ad funnel:

Top of Funnel (Awareness)

• Viral-style reels

• Makeup transformations

• Skincare routine videos

• Reached cold audiences across the UK

Middle of Funnel (Consideration)

• Engaging carousels

• Product feature videos

• “Why choose us?” brand storytelling

Bottom of Funnel (Conversion)

• Retargeting website visitors

• Abandoned cart recovery ads

• Discount + free shipping offers

• Dynamic product ads (DPA)

4. Influencer & UGC Strategy

• Partnered with micro-influencers in UK beauty/makeup niche.

• Sent PR packages to TikTok creators for review videos.

• Collected high-quality user-generated content for retargeting ads.

• Influencers used branded hashtags to build social proof.

5. Optimization & Scaling

• A/B tested creatives, copy, and audience segments.

• Shifted budget to high-performing ad sets (ROAS 4.2x+).

• Introduced lookalike audiences (1%–5%) from repeat buyers.

• Optimized product landing pages for higher conversions.

• Reduced CPA by continuously refining funnel structure.

📈 Results After 6 Months

📊 Growth Highlights

• Increased sales by 244% in six months through optimized social ads.

• Achieved a strong 4.7x ROAS—more than double the client’s previous performance.

• Cut cost-per-purchase by 52% with improved ad funnel and retargeting.

• Influencer videos generated 3M+ views and boosted brand trust.

• Built a highly engaged beauty community on Instagram and TikTok.

🔍 Key Learnings

• Beauty brands in the UK perform best with video-first strategies.

• Micro-influencers outperform macro-influencers in authenticity and conversions.

• Retargeting with UGC creatives significantly increases purchase intent.

• A structured ad funnel is essential for reducing CPA in competitive markets.

• Educational skincare content boosts both trust and engagement.

🧭 Next Steps

• Expand influencer partnerships to UK-based dermatologists and makeup artists.

• Launch TikTok Spark Ads for viral reach.

• Introduce subscription-based skincare bundle offers.

• Build an email + SMS automation system to improve repeat sales.

• Enter the EU market with tailored ad creatives and localized campaigns.

💬 Final Thoughts

Growistan successfully transformed this UK cosmetics store into a high-performing, fast-growing online beauty brand. Through strategic content, optimized social campaigns, and influencer collaborations, the client achieved exceptional sales growth and brand authority in a short time proving that with the right strategy, social media marketing can outperform even the toughest competition.