Overview
Kara Beauty was born in 2011 at the start of the Los Angeles Indie Beauty boom. Very much trusted by the Los Angeles beauty wholesalers and recognized at B2B Trade Shows for its yellow packaged eyelashes and pigmented eyeshadows. Kara Beauty had its first social media breakthrough in twenty-twenty thanks to its edgy Marijuana-Themed Eyeshadow Palette collection.
New Website Launch
GOAL
Attract new visitors to visit and engage with the newly renovated official website.
APPROACH
- Cerated Social Media buzz around the brand by launching the first product release of 2023 a week before the New Website.
- Coordinated PR Gift packages to reach influencers the weekend before Website Launch.
- Celebrated the launch by gifting the new product launch through the site. Users were encouraged to “Hit the link in Bio” across all Social Platforms to claim their FREE palette (shipping costs apply) through the official site.
RESULTS
The Giveaway palettes sold out in 20 minutes.
KPIs:
- Traffic By Source
- Unique Visitors
- Sessions
- Avg. Sessions
- Sales
The intent of the Giveaway was for users to familiarize themselves with the new website and logo; however, the strategy also served as a great way to get to know and gather insightful data about the user.
New Platforms
In 2022 Kara Beauty closed the year as the #1 seller on the Super Great App.
As marketers, we are always looking for new ways to raise awareness. Through research, I discovered the Super Great App.
The Super Great App launched in 2021 and is a beauty community with raw, unedited product reviews and is open to trying new, budget-friendly brands. It was crucial to me to speak and captivate the SG audience and position Kara Beauty next to household brands in the beauty community.
APPROACH
- Coordinated Live Shows with Super Great Hosts for “Key” product launches.
- Offered exclusive discounts, and FREE goodies unlocked at the end of the Live shows.
- Sent PR Gifts to Super Great creators ahead of the first Halloween-Themed launch ever.
- Joined the App’s official Instagram Halloween Giveaway.
- Participated in the App’s Holiday Sales Events.
Through the Live Shows, Kara Beauty connected with the users. While some of the Live Shows took place in studies with hired talent, most of the shows took place in the Kara Beauty headquarters. The Live Shows provided first-hand feedback on the products and what the users wanted to see from the brand. The audience enjoyed getting to know the people behind the brand.
Power Of Influence
Influencers and UGC played a vital role in Kara Beauty’s Social Media success. Kara Beauty now has super fans excited to create content dedicated to the brand. The Kara Beauty profile is busy 24/7. Influencer and UGC content are always available to re-share; this is a win for a small brand in a competitive niche, not to mention the HUGE savings running a Gift in “Exchange for Content” PR List.
I focused on creating a Nano -Top Tier influencer army of creators in the Indie Beauty/Drug Store cosmetic niche made of users whose views aligned with the company and were genuinely interested or fans of the brand. Influencers are an extension of the brand. Kara Beauty showed up for the influencer by supporting their content, checking in when needed and, thinking of the PR List first for paid opportunities.
There is no denying the internet is demanding to see “real” which is why I
also treated the user with the same welcoming energy the influencers received. I established a bi-monthly Instagram post that featured UGC. The feature was a positive reinforcement that Kara Beauty appreciates them and they, too, are part of the brand. It also drove other users to create content with their Kara Beauty products for a chance to be featured.
Ingrid was instrumental in improving Kara Beauty's online presence. Her marketing strategies have resulted in a significant increase web traffic, social media engagement and email open rates, all which have led to an increase in sales. I am grateful for her knowledge and highly recommend her work.
