From market debut to product purchase: the success of La Rosée's sunscreen range launch with a full-funnel campaign
La Rosée Cosmétiques was created by two pharmacists with a passion for cosmetology and natural beauty; Coline and Mahault.
Their daily interactions with men and women at their pharmacy helped them understand the demand for a simpler, more responsible skin care offering.
With this first-hand user insight, they set off on the journey of creating an ultra-clean, natural and eco-friendly range of moisturising products.
The products are made in France, with an environment first approach and have up to 100% natural origins. La Rosée pays special attention to areas such as; eco-designed packaging, larger containers and tubes to optimise consumption, highly biodegradable formulas and they even send press releases to journalists by bike!
When it came time to launch their new and awaited sunscreen range, and following the prior success of their conversion campaigns on TikTok, NextMomentum (La Rosée's marketing agency) crafted a full-funnel TikTok campaign to raise awareness and drive conversions at the kick-off of summer
With a mix of fun and humorous content integrating the latest TikTok trends alongside useful “how-to” content, La Rosée developed a strong organic engagement on their TikTok account @laroseecosmetiques.
With summer fast approaching La Rosée and NextMomentum took to TikTok to introduce the new sun protection range with the message "Your new summer essential: respectful of your skin and oceans”, accompanied by sun-filled and holiday inspired content created by their in-house TikTok specialist.
For upper funnel they focused on tapping into TikTok trends and creating native content, while for lower funnel, the videos were product focused, featuring “how-to” videos as well as promotional offers.
Using TikTok Spark Ads to boost this great creative content, NextMomentum targeted a range of audiences including lookalike video engagers, users showing an interest in skincare and website visitors.
La Rosée's full funnel TikTok campaign achieved outstanding results for the business. They gained reach of 1.9 million and achieved over 1.3 million video views.
Add to cart rates hit 28.5%, with overall sales from TikTok increasing by an incredible 302%.
Not only did they see a huge increase in TikTok sales, but the amount spent by customers also increased by an average of 29%.
Overall, the months when the campaign ran was historic for the La Rosée online store, with TikTok playing a key role in this.
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