Organic growth for a hybrid beauty brand
Before & After
Even without paid traffic or perfect tracking, these shifts sparked clear momentum.
View counts don’t tell the full story, but they reflected real progress in tone, consistency and reach.
From aesthetic-first to audience-aligned: a visible shift in content value and engagement.
Not just more views — also more replies, saves and shares from the right audience.
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The context
This Benelux-based beauty brand serves thousands of professionals, hobbyists and salons — both online and in-store.
With in-house labels, international brands and a professional Academy, they had strong product knowledge but lacked a clear organic content system.
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Strategy
I didn’t start with more content. I started with patterns.
Together, we rebuilt their strategy around three pillars:
→ Reach (trend-led content)
→ Retention (storytelling & behind-the-scenes)
→ Conversion (stronger CTAs for courses and promos)
Execution
We translated that strategy into a flexible system for Instagram, Facebook & TikTok — built to last.
What we implemented:
Shifted from product-led to education-driven content
Created Reels, stories, carousels and in-store promos
Supported launches, Academy campaigns and events
Trained staff and ambassadors for consistency
The results
+50% organic reach · +60% story views
+20% more young visitors during in-store events
Clear sales uplift during peak moments like Black Friday
More visibility among Gen Z beauty professionals
Better internal workflow — built to last
Attribution between organic content and sales wasn’t perfect — especially across channels.
But internal teams saw the shift: more footfall, stronger engagement, and clear momentum both online and offline.