Grande Cosmetics

The objective

Accelerating revenue for a successful woman-owned beauty brand

Alicia Grande founded beauty brand Grande Cosmetics in 2008 to unlock the inner confidence of customers. Thanks to their pro-inspired and -backed products, Grande Cosmetics quickly became the #1 Lash & Brow serum brand in the U.S. While they had already found off-platform sales success and organic fame on TikTok, Grande Cosmetics was ready to accelerate TikTok Shop sales and reach a wider audience. Shop ads helped them to accumulate orders & reviews faster to build the ranking of their shop & products and get discovered by potential affiliates. Grande used shop ads to test their holiday sets!  

The solution

Simplifying the purchase process with a marketing makeover

After setting a Product Sales campaign objective, Grande Cosmetics’ focused their strategy on creating engaging videos and optimizing the shopping experience. To streamline the sales process for customers, Grande Cosmetics used Video Shopping Ads (VSAs), which link from a video directly to its featured products for immediate purchase, all in the app. They also committed to creating high-quality content that resonated with the TikTok community, including participation in trending challenges, amplifying user experiences, and producing product demos. 

Given their organic success, Grande Cosmetics chose Spark Ads to boost their proven organic posts as paid ads. They maintained continuous performance monitoring and collaborated with affiliates to further amplify their organic shop performance, ensuring they both captured attention and converted it to sales.  

Grande Cosmetics found audiences similar to their existing base using custom audiences and lookalike targeting, and to further extend their reach, credibility and sales, they engaged in strategic partnerships with beauty-community affiliates. The content created by these influencers, creators and professionals helped spread the word about Grande Cosmetics to new audiences through trusted messengers, increasing the likelihood of purchase. 

The results

Powering a TikTok Shop sales glow-up!  

Grande Cosmetics achieved stunning results on TikTok Shop, including a 10X ROAS and monthly revenue of almost $100K. The focus on Video Shopping Ads facilitated a seamless and engaging shopping experience that complemented existing sales channels, and the strategy paid off, as Grande Cosmetics saw a 522% ROAS increase with Shop Ads, an 85% decrease to CPA and a 217% CTR increase during the campaign. 

Additionally, Grande Cosmetics’ affiliate marketing partnerships drove sales and promoted sustained customer acquisition, extending the impact of their campaign beyond its official end date. Thanks to their TikTok Shop success, Grande Cosmetics’ product launches are generating buzz and excitement, resulting in bigger sales and product sell-outs. 

Tips & Takeaways

• Use the Affiliate Program to authentically extend your reach and increase sales with the assistance of partner influencers, creators and pros. 

• Run Video Shopping Ads to streamline the shopping journey for audiences, enabling easy discovery and purchase right in the app.

• Try custom audiences and lookalike targeting to bring your products to new people who are a lot like your current customers.