How Purple Circle Scaled an Eyelash Brand by 29% in Just One Month

About the Brand

This leading eyelash brand specializes in DIY lash extensions, offering a salon-quality experience at home. Founded by a professional lash technician, the brand was created to provide a quick, easy, and long-lasting alternative to traditional lash extensions. With a focus on quality and convenience, it has become a go-to choice for beauty enthusiasts looking for effortless, professional results.

The Challenge:

Before partnering with Purple Circle, the brand faced significant challenges in scaling its business. Despite having a strong returning customer base, growth was stagnant, and new customer acquisition remained a struggle.

• Ineffective ad management: The previous agency launched campaigns without data analysis, leading to wasted ad spend.
• Low new customer acquisition: With a returning customer rate of 83%, the brand was struggling to attract first-time buyers.

Disorganized ad structure: The advertising account lacked a clear strategy, making it difficult to optimize for conversions.

The Solution

To drive sustainable growth, Purple Circle restructured the brand’s advertising strategy, implementing a data-driven approach focused on efficiency, audience targeting, and scalability.

Comprehensive Account Analysis & Audience Targeting

• Identified high-performing customer segments to refine targeting.
• Analyzed customer behavior to develop more effective ad messaging.

Strategic Ad Account Restructuring

• Implemented a structured ad funnel to enhance customer acquisition:
  • Top-of-Funnel (TOF): Engaging new audiences with compelling creatives.
  • Middle-of-Funnel (MOF): Retargeting engaged users with informative content.
  • Bottom-of-Funnel (BOF): Converting warm leads with tailored promotions.
• Optimized budget allocation to scale high-performing campaigns.

Creative Optimization & Offer Testing

• Developed visually appealing, high-converting ad creatives to highlight the brand’s unique benefits.
• Conducted A/B testing to determine the most effective offers and promotions.

Scalability with a 4X+ ROAS

• Launched lookalike and retargeting campaigns to maximize conversions.
  
• Increased ad spend strategically while maintaining strong returns.
  

Results:

With these optimizations, the brand saw immediate and measurable improvements, increasing revenue and acquiring more new customers within a single month.

February 2025 (Before Optimization)

• Gross Sales: A$7,318
• Total Sales: A$7,833.24
• Orders: 106
• Returning Customer Rate: 82.86%

March 2025 (After Optimization)

• Gross Sales: A$9,744 (+29%)
• Total Sales: A$10,246.85 (+26%)
• Orders: 136 (+25%)
• Returning Customer Rate: 71.43% (Increase in new customer acquisition)

Last 7 Days Performance (March 24-30, 2025)

• Gross Sales: A$2,527 (+11%)
• Total Sales: A$2,576.16 (+6%)
• Orders: 31 (+3%)
• Returning Customer Rate: 51.61% (Further improvement in new customer acquisition)

With an optimized advertising strategy, the brand is now positioned for long-term, sustainable growth.

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Conclusion

By leveraging data-driven decision-making, structured ad funnels, and creative optimization, Purple Circle successfully scaled the brand by 29% in just one month. This case study demonstrates the power of a well-executed performance marketing strategy in driving both new customer acquisition and revenue growth.

Looking to Scale Your E-Commerce Brand?

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