Professional cosmetics

About the industry

The cosmetics market in e-commerce

The cosmetics industry is one of the most competitive e-commerce segments in Poland. Customers can choose from dozens of brands and stores, compare prices easily, and loyalty is driven by a combination of product quality, brand recognition, and positive shopping experiences.

The key advantage in this category is repeat purchasing — cosmetics are bought cyclically, so real customer value builds over time. Well-run campaigns must not only acquire new customers at a profitable cost but also support repeat purchases.

Online marketing challenges

• Very high competition and price pressure in popular product categories
• A multitude of brands and stores — customers compare offers easily
• The role of brand recognition and reviews in the purchase decision
• Repeat purchasing — profitability builds over time, not on the first transaction
• A broad assortment requiring constant product feed updates
• Restrictive ad policies for some categories (e.g., claims about effects)

Market context

• Consistent growth of cosmetics sales in the online channel
• The growing role of private labels and specialist products
• Purchase cyclicality and repeat buying as the foundation of customer value

We present market context descriptively, based on well-established industry trends — without quoting unverified figures.

About the client

An online store offering professional cosmetics. A competitive category where brand recognition and repeat customers are what count.

The challenge

Solutions we implemented

• Scaling sales in a competitive category
• Growing order volume and value
• Maintaining profitability as the budget grows

Execution

How we did it

1. 1

   Account audit and revenue measurement

   We based measurement on basket value to optimize for real revenue.

2. 2

   Migration to ICBM Polska CSS

   We migrated the Shopping campaigns to ICBM Polska CSS (Comparison Shopping Service). As a result, Shopping ads are served at a lower effective cost per click, which directly improves sales profitability.

3. 3

   Conversion measurement in Campaign Manager 360

   We implemented Campaign Manager 360 with Floodlight tags, ensuring precise conversion measurement independent of any single platform. This is the foundation of reliable data on which we base every optimization decision.

4. 4

   Campaign management in Search Ads 360

   We run and optimize campaigns through Search Ads 360 — a platform that lets us manage budgets and bid strategies at scale and respond to performance changes faster than in the standard interface.

5. 5

   Product feed and campaign structure

   We structured campaigns around bestsellers and the highest-margin categories.

6. 6

   Smart bidding strategies

   ROAS-based strategies allowed us to scale the budget without losing profitability.

7. 7

   Continuous optimization

   Search query analysis and creative tests systematically increase conversion value.

Results

Measurable outcomes

Data from the client's Google Ads account. Relative values and ROAS multiples only.