Case Study: Direct Cosmetics achieves 30% voucher redemption and 17x fan growth with Facebook

Providing great value for all beauty enthusiasts

Direct Cosmetics, a UK online beauty retailer operating since 1977, needed to build a strong, engaged community on Facebook to raise brand awareness and drive traffic and sales. Their goal was to grow a relevant fan base and test Facebook tools to learn which approaches would convert social engagement into online orders.

By taking part in Facebook’s Start to Success program they optimized their Page with tabs, mixed content (beauty tips, offers and exclusives) and targeted Facebook Ads, promoted posts and sponsored stories. The campaign delivered a 30% voucher redemption rate (versus ~10% industry average), a 17x increase in fans in one month, measurable online orders and improved inventory control, and set the stage for adding an ecommerce tab to monetize their advocates.

Direct Cosmetics

Maggy Velasquez

Direct Cosmetics