Website Closers® presents a thriving, Global Brand that is operating in the Beauty Products Vertical. The hero product, a blackhead removal device, is among the highest priced in its category and is perceived as one of the most effective luxury solutions. It boasts enormous margins and has established the brand as an authority in its niche.
The main product that put the brand on the map was primarily sold through Italian influencers on Instagram and YouTube until October 2022. Management mastered customer acquisition using celebrities and influencers to promote the brand. Those using the device include former Miss Universe models, celebrities, TV personalities, and actresses.
In January 2023, the company launched in the US. Sales immediately soared, with an incredible 50% net profit margin, and management realized that the most significant opportunity lay in the United States. As a result, the team started aggressively accumulating new influencers, applying the same winning system they used in Italy to find 600 influencers in the US.
From there, the business began witnessing success with Facebook Ads, now accounting for 50% of revenue. The remainder is split evenly between influencers and organic traffic. Due to the unique marketing strategy, the brand maintains a low CPA with influencers of only $10, keeping the profit margin as high as 60%. The company has shown exceptional growth of 274% year-over-year and consistently outperforms projections.
Complementary products include an Enzymatic Peeling Gel and a Green Clay Mask. They are produced by an Italian cosmetic lab and are designed to boost the results of the blackhead device.
Additional products include a callus remover, launched in December 2022. Using the proven influencer strategy, the company immediately enjoyed strong sales, which are climbing monthly. This product is now in the back end of the brand and promoted via emails and retargeting ads. A heated eyelash curler was introduced in January 2023. The device has equally impressive margins, and management is in the process of testing different price points.
The brand has become successful for several reasons. Most importantly, the device gives immediate, visible results and does not hurt the face. Reviews of competing products commonly cite that they cause pain, and most don’t produce satisfactory results. The owner did substantial research to find the ideal supplier and device that is both safe and effective.
Additionally, the brand sells products using dramatic demonstrations of their effectiveness. In the influencers’ videos and social media ads, the blackheads, impurities, and whiteheads that the device has extracted from the skin after just five minutes of use are clearly visible. This gives instant gratification to the customer and is a strong selling point.
Furthermore, the device is used by aesthetic MDs, doctors, and face surgeons. The company has compiled several testimonial videos from them that can be used for marketing purposes. Some beauticians even use it on their patients, even though it’s not manufactured for professional use.
The business enjoys sky-high profit margins and, combined with its marketing strategies, maintains a healthy cash flow, even after reinvesting in new inventory.
Arguably the owner’s biggest strength has been developing a unique influencer marketing strategy. This has allowed the brand to:
- Easily convince new influencers to work with it thanks to the videos and photos of 600+ influencers the team can leverage as social proof. Few brands have that trust factor when recruiting.
- Find new profitable influencers to work with virtually on autopilot. They can quickly boost profits by launching new offers with the same influencers or promoting the same offers with new influencers.
- Enjoy a passive monthly income because the best-performing influencers publish content every four weeks. With minimal work, the top performers consistently generate half the monthly profit. Many were found over a year ago and keep reposting the brand’s offers with excellent results.
- Achieve unparalleled profit margins thanks to a “Blue Ocean” strategy. This enables the business to sell beauty products through non-beauty influencers, which means the audience is willing to pay a premium because they don’t see these products often.
The company has many other valuable traits and growth opportunities. It can scale in multiple countries by simply copy-pasting the existing strategy. The brand has been doing this in the US for only a few months, and the results have been astonishing. The intention is to continue on this path, focusing on other European countries next.
Another incredible asset is the catalog of 1,000+ videos of the products used by women from all walks of life. A buyer has full commercial rights to use them and can easily scale any paid media channel without running out of content for new creatives. This is tremendously advantageous as more creatives can be tested to find those that produce the best results.
Because this is a “winning product,” it is simply a matter of using the streamlined influencer system, recorded in several training videos and SOP documents that will be part of this acquisition, to scale in other regions like Germany or Spanish-speaking countries. The influencer marketing team is included in the sale and can operate on autopilot.
The skincare market has experienced significant growth in recent years, driven by a growing awareness of the importance of self-care and a desire for youthful, radiant skin. It is expected to continue flourishing, and this brand is primed to not only thrive with it but grow well beyond the industry standard.
