Glossier

The objective

Capturing interest to boost conversions

Glossier, a skincare-first beauty brand known for its minimalist approach and cult-favorite products like lip glosses and brow pencils, aimed to boost conversions using TikTok's new Search Ads Campaign. Their goal was to increase their conversion rate by engaging with users actively searching for skincare solutions and beauty products on the platform.

The solution

Engaging high-intent shoppers with Search Ads Campaign

Glossier embraced TikTok's Search Ads Campaign, targeting users with beauty and skincare-related keywords on the search results page. This strategic move allowed Glossier's ads to appear directly in front of potential customers actively looking for their products, capitalizing on TikTok's unique platform capabilities to reach shoppers in key moments of interest and exploration. The campaign built on Glossier's existing organic presence and long-standing partnership with TikTok, expanding their ability to target and convert high-intent users.

The results

A new holy grail in beauty marketing

Glossier's Search Ads Campaign results surpassed the brand's goals, demonstrating the transformative impact of aligning brand offerings with consumer search behavior. By effectively utilizing keyword targeting, Glossier not only increased conversion rate efficiency by 188% but also unlocked a new level of engagement with potential customers at the peak of their purchase intent. The brand generated over 8,500 additional clicks to the Glossier website from TikTok search, and unlocked 1,000 conversions specifically attributed to the Search Ads Campaign .

This campaign illustrates the power of TikTok's Search Ads as a cornerstone for future digital strategies in the beauty industry, enabling brands like Glossier to forge stronger connections with high-intent users precisely when they're seeking skincare solutions.