In the midst of a particularly challenging year, it takes resilience and agility to continue to innovate, test, and pioneer. We are proud to share some of our 2020 success stories, and how we helped leading brands across North America adapt to the context and go above and beyond their marketing objectives. 

Discover how our lead beauty search experts were able to deploy a fully automated paid search strategy that resulted in a 468% growth and revenue and 122% growth in ROAS for Caudalie US. 

The Challenge: accelerating revenue growth while maintaining profitability  

Caudalie, a leader in the beauty and cosmetics industry, was looking to accelerate revenue growth while maintaining profitability in the wake of an uncertain start to Q2 2020 due to COVID-19. 

After 5+ years of partnership with Caudalie US, Labelium is constantly challenging themselves to improve YoY performances. The rapid boost of e-commerce sales in Q2 2020 was the perfect opportunity to reinvent the Caudalie search strategy and accelerate revenue growth. 

What we did 

Labelium drafted a new campaign structure designed to maximize incremental revenue opportunities while maintaining profitability under strict control. A methodology was elaborated with the Caudalie team to be able to scale learnings fast across the entire account. 

Here are the highlights of the methodology that was deployed: 

  • Labelium developed a fully automated search strategy with revenue maximization as a core objective. The key criteria in the choice of the bid strategy were that it must minimize volatility of the account and that results observed must be sustainable over time 
  • Test. Learn. Scale approach: bid strategies were first tested on pilot campaigns then scaled to the entire account when successful. 
  • Rigorous timeframe: the testing phase was set up across a timeframe long enough to ensure results would be sustainable over time, instead of an initial boost of performances 
  • Agile budget management: flexible budget adjustments were made with the Caudalie team to ensure agile adaptation to new revenue opportunities. 

Our Results 

During the test phase, a 155% increase in spend, coupled with a fully automated search strategy employing Maximize Conversion Value resulted in a 468% increase in revenue and a 122% increase in ROAS

“Smart bidding allowed us to maximize our ROAS during the uncertain start to Q2 due to COVID-10, to continue to best serve our ads to the right people at the right time & place for maximum conversions” 

Shannon Wright, E-Commerce Manager at Caudalie 

About Caudalie 

Caudalie is a leading French skincare company, specialized in Vinotherapie. It is known for its iconic skincare products harnessing extracts from the grape and grapevine and has since become known for its Vinotherapie Spas. 

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