Freshly Cosmetics enjoys 8x ROAS from Black Friday campaigns

Freshly Cosmetics was founded in February 2016 by Mireia, Miquel, and Joan, three young chemical engineers who wanted to revolutionize the world of cosmetics. Today, the company employs more than 200 people and is constantly growing.

To help the company get one step closer to their goal of reaching 1,000,000 customers by the end of 2021, Freshly Cosmetics teamed up with Criteo on a Black Friday marketing campaign to reach new customers.

Kickstarting Global Growth on Black Friday

One of Freshly Cosmetics‘ main objectives was to attract customers for Black Friday, as this is their most active time of the year and the event on which they focus most of their resources and efforts.

The biggest challenge was to reach the maximum number of customers interested in buying their products, including new customers who don‘t know the company yet. They were also interested in extending their presence to other regions. The company is currently operating in the UK, Spain, France, Italy, and Portugal but is looking to expand their business to the rest of Europe.

According to Freshly Cosmetics, “We have developed a customer journey and established which channels should be used to communicate, how and what at each point of the buying process. Our strategies are always customer focused, always thinking about what will be best for the customer. This applies not only to marketing but to everything we do at Freshly Cosmetics. Right now with Criteo, we are working on a lower-funnel strategy but we always have new upper-funnel strategies on the radar to test and increase our reach.”

Maximizing Sales from New Customers

Criteo’s customer acquisition solution was key during the Black Friday period. The strategy was to maximize sales from new customers by using resources in a very smart and coordinated way. Every week Criteo adjusted the budget and adapted it to each specific moment of the marketing plan, while coordinating it with the communication channels through the web banners. The ongoing communication and partnership between
the two companies led to great results.

Freshly believed that strong Black Friday performance would bring them one step closer to their growth targets. “Our main goal for 2021 is to reach the awesome figure of 1,000,000 clients. And, of course, the internationalization,” explains Maria Lavin, Digital Advertising Manager for Freshly Cosmetics. ”That’s why we work with Criteo to secure our marketing objectives, they always manage to surprise us!”