Case Study: eSalon achieves 40% business growth with Taboola content recommendations

Content Marketing Fuels eSalon’s Rapid Sales Growth

eSalon is a Los Angeles start-up that creates individually blended at‑home hair color that mimics the salon experience for under $20. After launching in 2010 and expanding to the UK, the company found paid search and display ads became a costly arms race against mass‑market brands and didn’t give enough space to explain eSalon’s personalized offering, leaving many consumers unaware of the difference.

eSalon shifted to educational content marketing distributed through Taboola’s content recommendation network, scaling the approach until content accounted for roughly 80% of its marketing budget. That strategy drove 70–75% of web traffic (65–67% of that from Taboola), and eSalon attributes 74% of sales to content marketing—50% of which is directly tracked to Taboola—while achieving 40% business growth Q1–Q2 2013, 10% more page views, 15% longer visits, 30% lower bounce rates and a 15% higher “sweetspot ratio.”

eSalon

Francisco Gimenez

CEO