Case Study: Bimbi Skincare

The team's expertise in PPC and SEO helped us attract new customers quickly. Secret Sauce was vital in our brand awareness. And their email marketing strategies have kept our clients engaged and buying.

Janette Kim

Bimbi Skincare

★★★★★

TLDR:

Bimbi, a direct-to-consumer (DTC) skincare brand, was dedicated to clean, science-backed formulations for sensitive skin. Despite a loyal niche following, they faced challenges in scaling their customer base, increasing average order value (AOV), and competing with larger, well-funded competitors. They partnered with our digital marketing agency to develop a holistic, data-driven strategy focused on customer lifetime value (LTV).

Within nine months, we implemented an integrated strategy across Paid Media (PPC), Search Engine Optimization (SEO), and Email/SMS Marketing. The results were transformative: a 40% increase in Average Order Value (AOV), an 8% website conversion rate (significantly above the industry average), and a staggering 78% customer retention rate.

Transforming a Niche Skincare Brand into a Powerhouse with a 40% AOV Increase, 8% Conversion Rate, and 78% Retention Rate

The Challenge:

While Bimbi had a strong brand story, their digital presence was not effectively converting visitors into high-value, repeat customers.

1. Low Average Order Value (AOV): Customers typically purchased a single product, missing out on the benefits of a full regimen.

2. Stagnant Conversion Rate: The website was informative but not optimized to guide users toward a purchase decision.

3. High Customer Acquisition Cost (CAC): Reliance on broad PPC campaigns was attracting price-sensitive shoppers with low loyalty.

4. Untapped Retention Potential: Their email strategy was primarily promotional, failing to nurture existing customers and encourage repeat purchases.

The Solution: The "Skin Journey" Funnel

Phase 1: PPC & Paid Social - Precision Targeting for High-Intent Acquisition

• From Broad to Niche Audiences: We shifted budget from generic "skincare" keywords to long-tail, high-intent search terms like "best moisturizer for rosacea," "fragrance-free serum for sensitive skin," and "clean alternative to St. Ives."

• Smart Bidding & Value-Based Audiences: We implemented Target ROAS (Return on Ad Spend) bidding in Google Ads and Value-Based Lookalike Audiences on Meta. This ensured our ads were shown to users whose online behavior mirrored that of Bimbi’s existing high-value customers.

• Regimen-Focused Ad Creative: Ad copy and visuals moved from promoting single products to showcasing "The Bimbi Routine," highlighting how products work better together. We used carousel ads to tell a story: "Step 1: Cleanse, Step 2: Treat, Step 3: Moisturize."

Phase 2: SEO - Building a Foundation of Trust & Authority

• Content Hub for "Sensitive Skin Solutions": We created a dedicated blog and resource section targeting top-of-funnel queries. This included in-depth guides on "Understanding Your Skin Barrier," "Common Skincare Allergens," and ingredient spotlights (e.g., "Why We Use Centella Asiatica").

• Optimizing for Commercial Intent: We optimized product category pages for terms like "best sensitive skin kit" and created landing pages for specific skin concerns (e.g., "/skincare-for-rosacea"), which became highly effective entry points for our PPC campaigns.

• E-A-T (Expertise, Authoritativeness, Trustworthiness): We featured credentials from their in-house dermatologists and linked to clinical study summaries, building immense trust with a cautious audience.

Phase 3: Email & SMS Marketing - The Retention & Loyalty Engine

This was the cornerstone of our success in boosting AOV and retention.

• The Post-Purchase "Regimen" Series: Instead of a single thank-you email, new customers were enrolled in a 3-week email series. Week 1: How to use their new product. Week 2: Introducing a complementary product to enhance results. Week 3: Tips on building a full routine.

• Segmentation & Personalization: We segmented the list based on purchase history (e.g., "Cleanser Buyers," "Serum Buyers"). "Cleanser Buyers" received educational content and offers for moisturizers, effectively cross-selling and increasing AOV.

• Loyalty Program Integration: We seamlessly promoted Bimbi's new loyalty program ("The Bimbi Collective") through email and SMS, offering points for purchases, reviews, and social shares. This created a powerful incentive for repeat purchases.

• Win-Back & Replenishment Campaigns: Automated flows were set up to remind customers when they were likely running low on a product, and to win back lapsed customers with personalized offers.

The Results:

Bimbi’s success story demonstrates that in a crowded market like skincare, a transactional approach is not enough. By building a marketing ecosystem focused on the entire customer lifecycle—from targeted acquisition to post-purchase education and loyalty—we transformed Bimbi from a single-purchase brand into a trusted partner in their customers' skincare journey.

The dramatic increases in AOV, conversion rate, and retention are a direct result of this integrated, value-first strategy, proving that when you solve the customer's deeper problem (in this case, confusion and lack of trust), commercial success follows.