Situation.
Juvia’s Place emerged as a multi-million dollar makeup brand, redefining the beauty industry with its vibrant, highly-pigmented cosmetic products. Recognizing a gap left by the larger cosmetic brands, Juvia's Place dedicated itself to creating makeup that caters specifically to people of color, offering shades and formulations that celebrate diverse skin tones. Their bold, dramatic colors have not only filled a long-overdue need but have also captivated makeup enthusiasts who crave expressive and adventurous looks, establishing Juvia’s Place as a go-to brand.
Juvia’s Place was experiencing rapid year-over-year growth in four key geographies, outpacing the rest of the country. Recognizing this momentum, we aimed to accelerate this growth by expanding the brand’s presence through new marketing channels, ensuring that Juvia's Place seamlessly connected with its core audience across their digital journeys.
Objective.
Our goals were to increase order volume by 25% in the targeted regions, achieve a CPA comparable to social ads for profitability, and enhance retention. Post-campaign, we tracked users for six months to compare their CLTV against Juvia’s Place’s average, ensuring we drove both immediate sales and long-term value.
Our Approach.
After analyzing national year-over-year sales data and identifying four regions growing at twice the national rate, we developed a targeted programmatic strategy to saturate these high-growth areas. We launched a strategic campaign that drove awareness and encouraged purchases through both Juvia's Place’s direct-to-consumer (DTC) platform and Ulta stores, capitalizing on the brand's growing popularity. By project-managing the campaign from development to launch and optimizing it in-flight, we ensured a smooth execution and reinforced Juvia’s Place's market position, resulting in increased sales in these key areas.
Services Provided.
We started with a deep dive into national sales data, identifying high-growth DMAs to target. Using these insights, we crafted a programmatic strategy to saturate key regions effectively. From planning to launch, we managed the entire campaign, optimizing throughout to boost performance. Afterward, a cohort analysis revealed the campaign’s impact on brand growth and customer retention.
Results & Impact
In just 45 days, we achieved a remarkable 300% increase in impression share for Juvia’s Place, accompanied by a significant 4.7-point lift in brand awareness. Our comprehensive digital marketing strategy played a pivotal role in solidifying the brand’s message and positioning in the competitive beauty market, enabling Juvia’s Place to surpass their key performance indicators.
“Pennock was constantly looking for new channels to test to amplify our scale in the marketplace. The wonderful thing was, many of the tests become long-standing evergreen programs because Pennock was able to tackle them with fail-proof strategies. ”
Key Results.
0.26%
CTR
+233%
eCPA
9,551
Purchases
