Case Studies
Commence
Discover how we’ve helped our clients get ahead with cohesive customer acquisition strategies.
Partnering to incubate a celebrity-backed beauty brand from pre-launch into growth.
Navigating a complex beauty landscape.
The beauty market is booming. The global beauty and personal care market is projected to generate $648.6 billion in revenue in 2024 - with online sales projected to contribute 35.2% to the total. However, with great opportunity also comes great competition – creating a complex beauty landscape that’s bustling with new products and new brands almost daily. The importance of differentiation and strategic positioning within this high-impact marketplace cannot go undervalued.
As Commence approached market entry, they decided to do just that – tapping long time industry name, Maison MRKT to navigate the complexities of brand building, customer acquisition and retention from pre-launch strategy into growth planning.
To most effectively introduce and message via creative, we relied on a content strategy designed to highlight our key duality:
Brooke’s Brand
Real Product Efficacy
Backed by Brooke Shields, Commence arrived to the beauty landscape with highly elevated organic awareness through the attachment of Brooke herself to the brand. The impact of foundational celebrity endorsement is formidable, but it only continues to be a source of power if nurtured. To properly harness the organic brand awareness and translate it into lasting engagement, our teams began to curate carefully leveraged representation strategies across key channels. With these strategic controls in place, we ensured access to Brooke-oriented content, offering connectivity and community that her organic audience craves, but without losing focus on the product line itself.
Additionally, with a beauty product line geared toward a slightly mature demographic, our messaging and content strategy also required thoughtful alignment and communication of key product attributes. Because the beauty industry is so crowded, Maison MRKT recommended Commence break through the noise and reach our target demographic best through clarity. By incorporating clear communication of ingredients, benefits and results of each product within all types of creative, we hoped to lower the friction between interest and intent - pushing for stronger engagement, increased traffic and decreased points of interaction pre-purchase.
“Launching any brand in a crowded space such as beauty is challenging. Launching a brand with the goal of turning Gen Xers or Baby Boomers into long-term customers can be even more challenging, because these women have already established relationships with their favorite beauty brands for the past several decades. So we were faced with the question of, “How do we break through the noise, and convince these women to try out a completely new-to-market solution to aging hair?” We quickly realized that we needed to present them with content that would stop them during their social media scrolling, and hook them into learning more. Science-backed research, anecdotal customer reviews, and quotes from major publishers such as Vogue and Allure are all great, but they are the pieces of the puzzle that get someone to want to convert after they’re already on the site. In order to get them there in the first place, we needed a “wow” factor. And that “wow” factor for COMMENCE is Brooke Shields, Founder & CEO of the brand. She’s known for her iconic hair, and through her Get Ready With Me styled videos, she explained how the product line is formulated specifically for women over 40, who are experiencing changes to their hair as they age. There’s something comforting to the viewers about seeing Brooke, who’s nearing 60 years old, have an honest conversation about creating a space in the beauty market for older women, when most other brands are pushing messaging to younger demographics.”
Amanda JohnsonVice President, Maison MRKT
About
Commence Haircare, founded by Brooke Shields,offers premium hair care solutions designed to promote scalp health and hair vitality through science-backed, natural formulas. As they usher in ‘a new era of hair care’, this beauty brand is on a mission to empower women to age fearlessly, honestly, and beautifully.
Introducing diversified content funnels to allow for native demographic discovery.To finalize pre-launch planning, Maison MRKT identified a diversified network of media channels best suited to reach our core demographics of 45-55, 55-65 and 65+ women. Within each channel, we built new content funnels and assigned high-performing content styles to each funnel. These channels, including Meta and CTV, allowed for key demographics to discover or rediscover the brand in native ways and at organic moments throughout their day.
To best optimize our use of Brooke content, we integrated traditional UGC, partnership UGC and whitelisted UGC within Meta. While many brands don’t immediately consider UGC outside of Gen Z and Millennial target markets, Maison MRKT knew the value of UGC as it relates to beauty audiences specifically. Community and representation through Brooke, peers and professionals was a natural and powerful way to foster a greater sense of community – especially important within a new and growing audience base.
As our campaigns matured, so too did our learnings and optimization strategies. We elevated the use of highly successful partnership UGC campaigns as driving route to represent Brooke while still promoting actual product - increasing awareness and opportunities for brand engagement for beauty audiences and Brooke followers at the same time. As Commence matures from launch, Maison MRKT continues to lean on our foundational, growth-oriented infrastructure to continually advance our position, while also incorporating optimized strat
Click Through Rate
67%
↑Increase
Cost Per Click
84%
↓Decrease
ROAS
68%
↑Increase
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