LimeLife by Alcone is a respected cosmetics brand with roots on Broadway and in its Beauty Guide distribution program. With several attempted iterations of a D2C ecommerce program, LimeLife came to us to explore options in performance marketing.

Grow D2C sales at a high target ROAS without cannibalizing Beauty Guide customers who come to the website via search.

With the prime directive of protecting Beauty Guide customers, we uploaded that list to suppress ads for them. From there we restructured the account to a more granular, category focus then launched and quickly optimized to a strong non-brand ROAS. We were early adopters of Performance Max, and thanks to its strong media assets we scaled effectively in a short period of time.

Collaborating with the client on promotional strategy and bottom-line analysis, we were able to drive strong growth and simultaneously improve efficiency for D2C campaigns. As an added bonus, our new Beauty Guide recruiting campaigns have helped to grow that side of the business as well.