RMS Beauty

The objective

Introducing RMS's clean beauty products to new audiences

Since its launch in 2009, RMS Beauty has set a high standard for clean beauty with products formulated using organic and natural ingredients. As a brand constantly pursuing innovative methods to provide holistic beauty, they have leaned into TikTok with a strong organic presence, garnering over 300K followers. This time, they enlisted TikTok to promote their Hydra Powder and Lip2Cheek blushes. Their ultimate goal was to introduce a new audience to their brand and boost sales by leveraging UGC content featuring the founder, Rose-Marie Swift, herself.

The solution

Engaging a new demographic with candid founder-led storytelling and lower-funnel solutions

RMS Beauty dove in headfirst with TikTok ad solutions, believing in TikTok as a platform that drives long-term revenue and genuine connections with its customers. The beauty brand partnered with Amie, a TikTok agency for beauty brands and an official TikTok Marketing Partner, to run a TikTok-first campaign optimizing for lower funnel actions and audience targeting. For this campaign, Amie oversaw RMS Beauty’s creative strategy, campaign management, and community management.

Targeting an age demographic of women 45 years old or older, Amie discovered a powerful way to reach this audience by positioning the company's founder as the face of the brand’s TikTok presence. Meaningful connections and intentional vulnerability drive action on TikTok, and RMS wanted audiences to connect with the brand beyond appearances. In various POV-style TikTok videos, Swift, a mature woman and industry veteran with over 30 years of makeup expertise, masterfully underscored the value of her visible presence. Swift not only let product quality speak for itself but also brought people into the world of RMS Beauty by sharing stories behind the products, insider beauty tips, and product application techniques. With Swift at the forefront, RMS made her credibility its grounding creative centerpiece. Compelling founder-led storytelling proved the winning content strategy as Swift could effectively relate to and inspire audiences simultaneously.

Amie helped RMS implement a multi-pronged strategy with a strategic mix of full-funnel solutions: Smart Performance Campaign (SPC), Spark Ads, value-based optimization (VBO), and Display Cards. SPC, a campaign automation tool designed to scale performance campaigns with minimal manual input, streamlined the setup process and helped amplify Swift’s video content through Spark Ads. VBO, an advanced targeting solution, zeroed in on audiences likely to deliver higher returns on ad spend (ROAS), enabling RMS to attract customers inclined to make high-value purchases. Meanwhile, their use of Display Cards—customizable, interactive pop-ups emphasizing key messages within In-Feed Ads— encouraged product discovery and purchases.

The results

Record-breaking success

With a founder-led content strategy and full-funnel campaign objectives, RMS Beauty’s campaign successfully engaged new audiences and earned record-breaking results on TikTok. The Smart Performance Campaign led to a 290% increase in ROAS and generated 502K impressions within their target demographic of women aged 45 and older. Additionally, RMS Beauty saw a significant boost in engagement rates through its Display Cards and Spark Ads. By combining strategic ad solutions, authentic storytelling, and Amie's expertise, RMS Beauty proved how TikTok can drive meaningful connections and measurable business growth.