Sephora Germany grows new website traffic with a Similar Audiences campaign

Beauty giant Sephora is a globally recognized retailer that seeks to “create an inviting beauty shopping experience and inspire fearlessness in our community.” Sephora’s own fearlessness is the reason for its quick rise to the top of the beauty world. Since its launch in 2018, Sephora.de has become a premier destination in Germany for all things beauty online.

To maintain its status as a top online beauty destination, Sephora Germany is constantly evaluating its digital marketing programs and looking for growth opportunities.

When they needed more traffic for their German website, they came to Criteo for a solution.

Boosting web traffic with Similar Audiences

To increase website traffic, Sephora needed to address the top of the funnel and target new audiences. To achieve this, the beauty retailer worked with Criteo to launch a Similar Audience campaign.

According to Tanja Kanthak, Digital Marketing Manager at Sephora, “With Similar Audience we were able to add an efficient prospecting campaign to our always on digital marketing mix.”

With Similar Audiences, Criteo’s lookalike finder AI technology identified new people with the same product interests, brand affinities, and/or demographics as Sephora’s current website visitors. These are people who haven’t visited Sephora yet, but who are highly likely to be interested in its brands and products.

Criteo’s massive Shopper Graph, coupled with its broad reach across premium publishers, provided a large pool of high-quality new prospects and the ad inventory to reach them. Dynamic creative optimization and advanced product recommendation technologies maximized engagement by delivering the right ad with the right products to each prospect.

The Similar Audience campaign provided strong reach, as well as a much higher level of engagement. Sephora reached more than seven million unique users. 53% of visitors acquired by the campaign came back to the website at least once since their last visit.

In addition, the relevance of upper funnel campaign fed Sephora’s retargeting campaign, contributing to a drop in the cost of sale (COS) for that campaign.