Niche Beauty Lab

The Objective

Boosting engagement and brand awareness

Niche Beauty Lab was launched in 2016, to change the rules of the cosmetic industry. Its goal? Democratise the industry and bring affordable quality cosmetics to everyone. Studying the sector, they saw the process involved multiple players from laboratories to developers to marketing and more. They found that the more steps involved, the more expensive the product became.

Niche aims to be different. It incorporates the entire production and manufacturing process in-house, from their lab, to your home. With Niche Beauty Lab, it starts with science. They formulate their products with innovative active ingredients developed in their very own skin science laboratory. Their approach means they're now one of the industry's most ground breaking companies

Niche uses its organic presence on TikTok to post content covering a range of categories; They partner with creators to develop content that offers tips on how to use their products, combos and routines for different skin types, and product launches. They’re always looking for ways to make their content fun, educational and engaging as possible.

They started using TikTok ads in May 2022 to gauge user engagement. Then working with the TikTok Account team to gain insights and gauge performance, they tested out new content creators and started to see more tangible impact.

Come October the team were ready to build on their learnings for their Black Month campaign. The objective was to launch their new products to launch during this busy month.

The Solution

Cutting through the noise with TopView and Collection Ads

For this busy sales period of the year, they focused on creating and optimising content to ensure the campaign’s success. Confident in their approach and ability, they created and set up all content for the campaign in-house, with the goal to drive awareness, increase followers, and boost traffic and website conversions.

The campaign targeted both a male and female audience in Spain and Germany that showed an interest in beauty, skincare, and entertainment, as well as those who'd interacted with #skincare. The campaign ran throughout November to coincide with Black Month.

Niche’s approach to content creation for the campaign had two strands; education and entertainment. Part of this approach involved adapting their content to current trends and capitalising on them. They also employed trending songs to capture even more attention.

To measure campaign success the team aimed for a ROAS above 1.4, increase their follower numbers by 10% and gain exposure to a new audience. The TikTok tools used for the task were Spark Ads, Top View, and Collection Ads.

TopView ads are 5-60 second video seamlessly transition into users For You feed when they launch the app. Utilising TikTok’s ad placement they place brands in the spotlight providing a unique viewing experience with no competing content. Highly visible they’re pitch-perfect for high-velocity sales campaigns, like Niche’s, that need to create a strong impression on users. 

Collection Ads create an engaging and immersive mobile experience. A type of In-Feed Ad, they direct users to an Instant Gallery Page. Here, users can browse, discover, and easily find items on a full-screen mobile social media experience without leaving the app. The combination of TikTok ad attributes (full screen, vertical, and sound on) with a fast-loading Instant Gallery Page and product recommendation algorithm made it super easy to discover Niche’s content.

The Results

Optimising content and strategy boosts campaign performance

The campaign was a huge success. In Spain, they notched up a ROAS of 3.78, 170% more than their KPI and in Germany, they achieved a ROAS of 10.9, a staggering 678% higher than their KPI.

Support from the Account Management team in TikTok proved to be instrumental in this success. Through holding successive follow-ups with their TikTok Account Manager, the team could continually review the status of their campaign and optimise elements. 

More important than numbers though was what TikTok highlighted to the Niche team. From the inside, it can be hard to see where to best direct marketing resources for maximum impact and increased conversions but on completion of the campaign, and witnessing TikTok’s direct impact on sales, Niche can see the platform’s full potential.