OVERVIEW

Geologie is an eCommerce men's skincare subscription brand in the cosmetics industry.  The brand brings together the expertise of renowned dermatologists and cosmetic chemists in order to bring science-based and personalized skincare for men each month.

Black Cat Media helped launch Geologie with a strategy that would introduce the correct people to the brand and highlight the quality and value of the monthly subscription. The cosmetic industry is starting to be more crowded online with the male demographic and requires brands to position themselves correctly for the audience. With a goal to grow subscription volume, while maintaining a low customer acquisition cost, we focused our efforts on Facebook, Instagram, and Google to maximize performance.

STRATEGY

We executed a strategy that relied on Facebook and Instagram advertising to prospecting and remarket to new customers. These platforms helped us communicate the Geologie story with various messages through the marketing funnel. Additionally, the platforms helped us keep ad and acquisition costs lower in the first 2-3 months while we collected more first-party data on the Facebook pixel to benefit both our prospecting and remarketing audiences.

Facebook and Instagram ads were often the first touchpoints with the brand as some people would jump to Google apart of their research and learn more about Geologie. That's where we executed a broad range of Google search branded ads to provide better customer experiences, ensure the correct destination for people appeared and rank higher than competitors.

RESULTS

Geologie saw a steady increase in subscription purchases while improving their overall customer acquisition costs. The combination of the two metrics was critical as the brand decreased customer churn which helped increase the lifetime value of each new customer.

This strategy overtime has achieved:

• 24% increase in subscription purchases

• 19% decrease in cost acquisition cost

• 38% increase in website visitors