Beauty Matter Next Awards Q&A
As a firm believer in radical transparency—just ask my vendors, partners, team, or clients—I wanted to share the insights we put together for our entry into the 2025 Beauty Matter Awards, where we’re competing for Best Digital Agency for Beauty Brands.
Why Pennock Exists
Pennock is a female-led digital marketing agency specializing in sustainable growth for beauty and lifestyle DTC brands. We use real-time data to craft paid media and SEO strategies that align with our clients’ growth goals. Our team of data-driven experts provides strategic insights that help brands scale efficiently.
We build 360° digital marketing programs designed for conversion and growth. Our results speak for themselves—like achieving a 350% increase in online revenue and a 6X return on ad spend for Face Reality Skincare.
As a trusted partner with Google, Meta, Pinterest, LinkedIn, Amazon Ads, and TikTok, we take the guesswork out of digital growth, allowing in-house teams to focus on their brand while we handle strategy, ad buying, optimization, and reporting.
Let’s grow smarter, not harder.
Pennock’s Services
We manage paid media strategy, ad buying, optimization, reporting, and forecasting to help brands maximize ROI and sustainable growth. Unlike single-platform agencies, we take a full-funnel approach, leveraging a mix of paid social, paid search, and programmatic advertising to drive results.
Every campaign is customized to a brand’s revenue goals, customer journey, and growth stage. Through media mix modeling, we ensure ad spend is allocated efficiently, aligning with annual revenue forecasts to build high-converting growth engines.
Our expertise spans:
✅ Google, Meta, TikTok, Programmatic, Audio, Connected TV, DOOH, and Amazon Ads
✅ TikTok Affiliates & TikTok Shops – expanding revenue beyond traditional paid ads
✅ SEO, Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO) – ensuring brands appear wherever customers are searching
Quantifying Agency Success Means Delivering Client Growth. Full Stop!
Every brand we partner with has achieved at least 30% YoY growth since working with us. We focus on brands ready to scale, not those still refining their product-market fit (PMF). Sustainable growth requires a strong investment in earned and owned media alongside paid strategies.
📈 Recent client growth:
2023: 33% YoY increase
2024: 39% YoY increase
Our strategies contribute to 52% of total client revenue on average
Our approach is designed to align with each brand’s annual revenue forecasts, implementing media mix modeling that prioritizes long-term scalability. We focus on building a high-converting growth flywheel, ensuring that every marketing dollar spent accelerates sustainable business momentum.
For more details on specific performance metrics, see the examples above. We’ve driven measurable success for brands like DedCool, Kinship, Juvia’s Place, Facile Skin, Marie Veronique, and Iero Beauty, among others.
What Makes us Different?
We’re not just media buyers—we’re growth architects. Our media mix modeling ensures every ad dollar works harder, aligning spend with annual revenue forecasts and real customer journeys instead of just chasing platform trends. We optimize across Google, Meta, TikTok, Programmatic, Audio, Connected TV, DOOH, and Amazon to create a high-converting growth engine that scales.
But growth doesn’t stop at paid ads. We help brands unlock new revenue streams by managing TikTok Affiliates and TikTok Shops, blending paid media with performance-driven influencer marketing and social commerce to drive bottom-line results.
We also know that paid media alone won’t future-proof a brand. That’s why we go deeper, tapping into SEO, Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO) to ensure brands are discoverable across search engines and AI-powered discovery tools—wherever customers are looking.
And we don’t work with just any brand. We partner with brands ready to scale, not those still finding their footing. If you’re building momentum and looking for smarter, more sustainable growth, that’s where we come in.
Recent Client Wins
✅ Luxury Skincare Brand – Launched its first-ever discount after 25 years, driving a 1,266% revenue increase and higher-than-expected margins
✅ TikTok Test Campaign – Started with $5K/month in TikTok search ads and exceeded Meta ROAS in just 7 days, leading to a larger budget allocation
✅ Kinship (Clean Beauty) – 73% increase in ROAS in Q1 by optimizing TikTok & Meta media mix
✅ Marie Veronique (Luxury Skincare) – 45% increase in new customers in 6 months through programmatic and paid search
✅ DedCool (Fragrance) – 27% revenue growth in Q1 and a 32% AOV increase through full-funnel paid media strategy
Our average client partnership lasts 18+ months because we don’t just deliver quick wins—we build long-term, sustainable growth.
These case studies highlight Pennock’s ability to drive tangible, long-term results through data-driven strategies, media mix modeling, and comprehensive growth tactics across multiple channels.
Ultimately, we pride ourselves on not just delivering results but also on being a true partner to our clients, supporting them through both short-term wins and long-term sustainable growth.