THE CLIENT
Sterling Makeup is a distributor for the Italian MI-NY beauty and makeup brand. Sterling operates across Northern and North-West Europe, specifically the UK, the Netherlands, Belgium, Denmark, Sweden, and Finland. The brand connected with the coveted MI-NY and brought accessible and affordable products to a different market.
The products on offer include nail polishes, manicure equipment, eyeshadows, lipsticks, and skincare products. The client’s crown jewel is the peel-off lac, a vegan and cruelty-free gel polish that’s removable in water. This is a novel product and one that needed to gain more traction.
THE CHALLENGES
Sterling is a relatively new brand that began operating in 2022. Although it already had a running website when we got to it, the e-commerce shop was not optimized and the brand’s digital channels lacked high-quality, professional content that showcased the products and their capabilities. Aside from this, the distributor was dealing with low conversion rates on the shop and thus, low sales and order values.
THE SOLUTIONS
Following the briefing, our team began working on revamping Sterling Makeup’s online identity by tackling the logo and website. Our designers developed a visually pleasing logo that encompassed the new brand colors and suited the brand’s new personality.
When working on the site, we ran several A/B tests on landing pages and optimized the conversion rate of the webshop by outlining the customer journey and creating valuable and relevant touchpoints through a thorough heatmap analysis. We improved the onsite SEO by targeting relevant keywords, writing and optimizing meta tags and descriptions, and uploading better-quality product photos.
The most crucial part of our collaboration was the enlivening of the brand’s existing social media channels, along with ads and community management. Our team established a TikTok presence with bespoke shots and edited short videos distributed across TikTok Instagram and Facebook reels. Developing these channels led to the brand’s first partnerships with loyal and satisfied customers who created and distributed UGC.
THE RESULTS
Since this collaboration is still ongoing, the results are still trickling in. Upon completing the website, the client was satisfied with the content presented on the site and emphasized the user-friendly, intuitive interface.
Thanks to our team’s effective ad targeting, we managed:
- 70% increase in orders within the first month
- £16 to £45 increase in average order value
- 3% ROI from ads
FUTURE PLANS
As Sterling grows, we’re looking forward to growing with it. In the future, we aim to develop the brand and solidify its identity in the wider European market by continuing our community management, partnering with satisfied customers, improving the site’s SEO, and optimizing our ad campaigns for an even better ROI.
