Website Closers® presents a thriving eCommerce business in the Beauty Space. The Brand’s core product offering is an advanced at-home device for blackhead and impurities removal, also used for skin firming and toning. Utilizing a scalable influencer marketing strategy, this company has been able to grow rapidly and still maintain fantastic margins. The products are branded with the company name and come in elegant custom packaging. The hero device is manufactured in China, has four-speed settings, is suitable for all skin types, including sensitive skin, and has four different interchangeable heads.
The beauty industry has been and will continue to be incredibly lucrative. It grew from $483 billion in 2020 to $511 billion in 2021, with an annual compounded growth rate of 4.75% worldwide. It’s predicted to exceed $716 billion by 2025. Critically, health and beauty sales in eCommerce are projected to grow by 77% between 2021 and 2026. That gives this company enormous opportunities moving forward, added to the fact that consumers are 40% more willing to try new beauty products than before the coronavirus pandemic.
Glowing reviews are an essential method of customer conversion. Many customers see results from the very first use. Within five minutes, customers note that after sliding this product over the areas with the most impurities, they see those impurities extracted from their skin and praise the product. The business has done an excellent job finding the right supplier that provides a high-quality product. The company is very good at explaining to customers how to use the device correctly via its influencers, marketing materials, instructions, and video tutorials. As a result, the refund rate is below 1%, and customers couldn’t be happier.
Management astutely offers two free eBooks on skincare and an enormous discount through their influencer partners, which has increased conversion rates dramatically. In addition, the business sells a life-long digital warranty for the device, which states that if it is broken for any reason, they will send a new one for free. Subsequently, consumer trust and loyalty are very high.
Replacement parts and filters are a savvy way to encourage repeat orders and increase the cart value at checkout. Marketing is innovative, suggesting that if sharing the device, it’s better to have these parts for hygienic reasons. Filters need to be changed every one to two months, bringing in additional revenue without the need for marketing.
Two complementary products make up additional revenue. A Peeling Gel and a Clay Mask are sold individually and in a kit. They are produced by an Italian cosmetics laboratory and were designed to boost the results of the primary device. The brand recommends using a moisturizer after the treatment. It does not sell any yet, presenting a profitable cross-sell to include in the future.
This business is unique for several reasons. Its flagship luxury product gives immediate results. From the very first use, customers can see the impurities extracted by the device from their skin. The proof is in the pudding, and the brand has the highest review rating on Trustpilot of all its competitors.
They have a unique influencer marketing strategy that has allowed them to promote the machine profitably with 500 influencers. The product has incredibly high margins. Via influencer marketing, the device is bought at $97 because the influencers offer their followers a $98 discount code. The device is purchased through Facebook ads and organic traffic at $195. Astonishingly, the COGS is only $8.50 on average.
Sales are made primarily through influencers on Instagram and YouTube. Due to the unique marketing strategy and high margins, the company has a meager cost per acquisition, keeping the profit margin at 50%. Furthermore, the brand has created strong relationships with influencers, and they repost new promotions monthly. To keep the profit stable, the business no longer needs to find new influencers because it already has an army loyal to the brand.
Notably, the device is used by aesthetic MDs and face surgeons, including one who has published a testimonial to 1.2 million followers and even officially recommended this as a medical professional (MD). Additional testimonials from beauticians who use the device, several famous Italian models, 3 Miss Italy and many different celebrities, TV personalities, and actresses are available for marketing purposes. The brand has close to 1,000 user-generated content videos showing proof that the device works for every skin type. The contract with all influencers is that the brand owns the right to use these videos as marketing materials.
The owner works just 10 to 15 hours weekly on the business, focusing primarily on growth strategy and leading his small team.
Three additional full-time employees work for the business in the following capacities:
- The General Manager oversees the employee in the customer service team, writes copy, solves technical problems, and helps with the marketing strategy.
- An Influencer Manager finds new influencers, negotiates with them, schedules the promos, thinks of new strategies to scale, and allocates the budget to increase profit with influencer marketing following company SOPs.
- A Customer Service Manager handles logistics, suppliers, shipping, payroll, and customers. She manages customer support on WhatsApp and by email.
A 3PL is used for warehousing and fulfillment. They keep all stock and are paid only for the shipments of products, which customers receive within 48 hours.
Minor projects, such as photography, translation, and technical issues, are occasionally outsourced on Fiverr.
This business is primed for continued exponential growth. It has the systems and customer base to achieve a tremendous return on investment with minimal effort.
