Success stories

Sephora

Fueling always-on sales with Smart+ Catalog Ads

bnbnb
1.5 x
ROAS
-2 7 %
CPA
2.5 x
CTR
The Objective

Smart+ Catalog Ads for iOS Retargeting

TikTok's new feature, iOS Retargeting with Smart+ Catalog Ads, enables brands to target iOS users.Sephora Türkiye’s Performance Marketing Team aimed to enhance catalog campaign usage in TikTok and elevate performance by leveraging our latest performance product Smart+. After achieving strong results with Android Smart+ and S+ Web+App campaigns, the Sephora team tested Smart+ Catalog App Install on iOS in July. Following its success, they scaled the approach into Business-As-Usual campaigns, further driving sustainable growth.


The Solution

Testing a new optimization feature, iOS Retargeting with Smart+ Catalog Ads

As part of our overall automation strategy, TikTok introduced Smart+ Catalog Ads for App Retargeting to bring more parity and efficiency to Catalog Ads delivery. As part of its automation strategy, Sephora adopted TikTok Smart+ Catalog Ads for iOS App Retargeting to strengthen its performance marketing efforts. By leveraging Smart+ automation, Sephora was able to streamline campaign creation in TTAM, optimize audience targeting, and refine creative delivery seamlessly. With these capabilities, Sephora successfully integrated Catalog Ads App delivery into its retargeting campaigns, ensuring more consistent performance, scalable results, and sustainable growth.



The Results

Driving sales

Smart+ Catalog iOS retargeting outperformed expectations across every key metric, unlocking efficiency gains and a more engaging shopping experience that redefined Sephora Türkiye’s platform strategy:

  • 1.5x ROAS, delivering significantly higher returns on every lira spent.

  • -27% CPA, helping Sephora maximize their budget efficiency in a highly competitive beauty market.

  • 2.5x CTR, indicating exceptionally relevant creative that captured shopper attention and drove action.

The data made the decision clear. Smart+ Catalog iOS retargeting is now central to Sephora Türkiye’s performance strategy, powering a more personalized, high-impact path from TikTok to purchase. For a brand that thrives on innovation and customer connection, Smart+ delivers results with purpose.

Quote

As an early adopter of TikTok Ads, we’ve consistently recognized the value of the platform .TikTok’s true impact becomes clear when looking at performance beyond surface-level metrics. In iOS Retargeting campaigns, TikTok proves to be a high-scale, high-impact channel, driving a significant share of both revenue and results. The data made the decision clear. Smart+ Catalog iOS retargeting is now always on strategy for Sephora Türkiye’s performance strategy, powering a more personalized, high-impact path from TikTok to purchase. For a brand that thrives on innovation and customer connection, Smart+ delivers results with purpose.

DILARA OZEGELI SERTKAN
Senior Performance Marketing Executive