Beauty By Imagination
Account Management · Growth Strategy · Growth Design · Creative Direction · Copywriting
Beauty by Imagination (BBI) is a venture-backed haircare company that represents the brands Ouidad, Bio Ionic, Wet Brush, Curls, and more. Their team engaged Launch Pop to work on growth ad strategy, design, and copywriting on a recurring quarterly basis.
The consistently high-performing ads across impressions, engagement, and purchase conversions and strong rapport established us as their creative partner. From there, we developed on-going monthly growth strategy, ad creatives, and copy for brand initiatives and promotional offers for all of the brands. The ad creative formats spanned animated GIFs, static, and video. Several ads were so high-performing that we A/B tested and ran various versions of them. Our growth strategy, conversion-focused copy, and top-performing creative design positioned Ouidad and Bio Ionic as industry leaders in their respective categories.
Key Results Across Brands:
Product sell-outs from direct ad traffic
ROAS consistently in the 4-5 range for top performing ads
Ouidad
Ouidad is a haircare brand for all curl types – catered to both stylists (B2B) and curly-haired individuals (B2C). Our ad creatives had to resonate with both audiences and align with the various brand guidelines. Some of our best performing ads related to liter or travel-sized products, new product launches within existing lines, before/after testimonials, and collections that catered to specific curl types.
Results
Supported product collection expansion for Unbreakable Bonds™ Mixing Drops.
Increased purchase conversions for travel and liter-sized products.
Supported ad creatives for several evergreen brand initiatives such as, “Let Curls Be Curls.”
Bio Ionic
Bio Ionic is the top brand for hair styling tools because of their sleek, lightweight designs and BioIonic® Moisturizing Heat™ that leave hair healthier, softer, and shinier. Our ad creatives were targeted at both a B2C and B2B audience. Our ads that showcased product-focused statistical benefits, achievable looks, and before and afters performed best.
Results
Drove consistent traffic over a 2-week period for BioIonic.com’s new website and brand refresh.
Supported the launch of the Alpine White Limited Edition, resulting in product sell-out.
Drove a high number of purchases for Black Friday ads despite being a highly trafficked time.
Introduce the launch of a new barrel size.
30% lift in return MoM since our Bio Ionic engagement.
Wet Brush
Wet Brush is known for their lightweight, detangling hair brushes that work on all hair types when wet or dry. Unlike Ouidad and Bio Ionic, this B2C brand attracted a younger demographic so the creatives are brighter and more playful.
They also featured licensed kits with characters from well-known films. The ads that performed best for them were less technical and more lifestyle and UGC focused,
Results
Supported the launch of the Holographic Brush collection.
Supported the launch of WetBrush.com’s customization feature.
Created fandom appeal for movie-lovers with several licensed kit ad sets.
Supported the launch of Wet Brush Kids Hair Care collection.
Curls
Curls is a curly hair care brand that provides shine, strength, and hydration to textured curls. We found that our product color pairing worked really well in ad creatives as well as using UGC celebrity content.
Results
Created new website banners and new ad designs that drove new traffic to Curls.com while adhering to brand guidelines.
Created a highly trafficked video reel featuring a Coco Jones partnership.
Client Testimonials
“Emily as a project manager is extremely organized and thoughtful while constantly keeping attention to detail for her clients at the forefront of her work. She can be agile and honors the nuances of each brand while simultaneously art directing and copywriting. She is easy to work with and open to feedback, which makes for a seamless working relationship. Not to mention she's incredibly intuitive, which makes the work she produces even better!”
— Courtney Helland,
Performance Marketing Manager, BBI
Client: Beauty By Imagination
Agency: Launch Pop
Creative Director: Emily Hill
Creative Strategy: Emily Hill
Copywriter: Emily Hill
Account Manager: Emily Hill
Growth Designers: Cheryl Li, Sharona Antonipillai, Alyshea Kara