In May 2025, we were approached by a client operating an online cosmetics store that had been successfully operating in the Polish e-commerce market for five years. The company had made a name for itself with a wide range of skin care, makeup and natural cosmetics products, but faced with increasing competition and changing consumer trends, its management decided to take steps to increase sales during a specific period - May 2025. The choice of this month was not accidental: the client was planning to launch a new line of organic products and wanted to use the upcoming Mother's Day as an opportunity to promote gift sets.

The goal set before us was clear: to significantly increase the number of orders in just one month. As a marketing agency specializing in digital campaigns, we enthusiastically accepted the challenge. We knew that the key to success would be to precisely define the target audience, choose the right communication channels and prepare attractive promotional offers. The cooperation began with a detailed consultation with the client, during which we discussed their past sales results, brand strengths and expectations from the campaign.

Target customer

The first step in our process was to precisely define the target audience that our marketing efforts were to reach. The client provided us with analytical data on its existing audience, which provided a solid base for further work. We also conducted our own market research to better understand the preferences and buying behavior of potential customers in the cosmetics industry.

The analysis showed that the main target group is women between the ages of 25 and 45, mostly living in large cities such as Warsaw, Krakow, Wroclaw and Poznan. They are people with secondary or higher education, often working in offices, who have an average or higher income. Their interests revolve around topics related to beauty, healthy lifestyles and ecology - which coincided with the client's offering, which specializes in natural cosmetics.

Further analysis allowed us to isolate key psychographic characteristics of this group. These women are conscious consumers who read product labels, seek out ingredient information and are willing to test new products if they align with their values, such as sustainability or cruelty-free. They often shop online, valuing the convenience and ability to compare offers. In May, they pay particular attention to Mother's Day bargains - both as potential gift-givers and those looking for gifts for loved ones.

Based on this, we created a detailed profile of the ideal customer: 30-year-old woman, resident of a large city, professionally active, taking care of her appearance and health, regularly using social media and subscribing to newsletters of brands she likes. Such a picture allowed us to precisely tailor our marketing strategy to her needs and expectations.

Activities

After defining our target audience, we moved on to choosing marketing channels and planning specific activities. We decided on email marketing and SMS marketing, considering them the most effective tools for reaching our audience quickly and directly. Both channels were intended not only to increase traffic to the client's online store, but also to encourage recipients to take advantage of prepared promotions and special offers.

Email marketing

As part of the email marketing campaign, we prepared a series of four newsletters that were sent at weekly intervals throughout May 2025. Each had a unique purpose and theme to keep the audience interested and maximize engagement. Here are the details:

• First newsletter: Mother's Day promotion
  Posted in early May, it focused on a special offer related to Mother's Day. We presented gift sets at attractive prices, offering a 15% discount on selected products. The newsletter included beautiful product images, inspiring slogans (e.g., "Give beauty as a gift") and a clear call to action (CTA): "Buy now and bring joy to your loved ones."
• Second newsletter: New products on offer
  In the second week of May, we introduced a new line of organic cosmetics that just went on sale. We described their natural ingredients, such as argan oil and aloe vera extract, highlighting the benefits for the skin. We also added a section with tester reviews to add credibility to the offering.
• Third newsletter: beauty tips
  This mailing was educational in nature. It contained an expert article entitled. "How to take care of your skin in spring?", in which we advised on how to adapt skin care to the changing weather. Woven into the content were links to the client's recommended products, which subtly encouraged purchases.
• Fourth newsletter: Weekend sale
  At the end of the month, we organized a short-term sale with discounts of up to 25% on selected bestsellers. The newsletter was dynamic and included a countdown timer to the end of the promotion, adding to the sense of urgency.

All newsletters were personalized based on data about previous purchases and recipients' preferences. We took care of an attractive design - we used bright colors, clear fonts and professional product images. Each email contained at least three links directing to the online store to make it easier for customers to go shopping.

SMS marketing

At the same time, we ran an SMS campaign to reach recipients at key shopping moments. Messages were short, catchy and included exclusive offers available only to subscribers. Examples of messages:

• "Today only! 20% discount on face creams. Use code MAJ20 in the online store!"
• "Mother's Day is fast approaching! Gift sets -15% only until Friday. Check it out now!"
• "Weekend sale: up to 25% cheaper on bestsellers. Don't miss out!"

We sent messages at strategic times - usually on Friday afternoons or Saturday mornings, when recipients had more time to shop online. We took care to comply with RODO and SMS marketing regulations, making sure that each recipient agreed to receive such messages. We sent a total of five messages per month, which proved to be the optimal frequency - enough to remind people of the offer, but not so much as to annoy recipients.

Results

After the campaign was completed in May 2025, we proceeded to analyze the results. The results exceeded our wildest expectations and showed how effective well-planned marketing activities can be:

• 15,000 clicks in the links included in newsletters and SMS messages, indicating high audience engagement.
• More than 100 orders from new customers, which translated into a 25% increase in sales compared to April 2025.

Additional analytical data provided even more reasons for satisfaction:

• The open rate of the newsletters was on average 35%, which is well above the industry average of about 20-25%.
• The click-through rate (CTR) has reached 12%, meaning that one in eight recipients who opened an email or SMS clicked on the link.
• The conversion rate was 2,5%, which is more than the typical 1-2% in the online cosmetics industry.

Comparing these results with previous months, we noted that the May campaign not only increased traffic to the store, but also attracted new customers who had previously had no exposure to the brand. Importantly, the average basket value of new customers was 10% higher than that of regular customers, suggesting that the promotions were effective in encouraging more purchases.

The customer was very impressed with these results. In a conversation with us he stated: "I didn't expect to achieve such growth in such a short time. This is a real breakthrough for us!".

Summary

A campaign conducted in May 2025 for a client selling cosmetics online was a resounding success. The key to this achievement lay in several elements: precise definition of the target group, selection of appropriate communication channels and preparation of attractive and well-planned promotional offers. Email marketing and SMS marketing proved to be the perfect combination to reach female customers in a quick, direct and effective manner.

The results achieved - 15,000 clicks and more than 100 new orders - not only met, but exceeded the client's expectations. The increase in sales, the high level of audience engagement and the acquisition of new, loyal customers showed that even in the competitive cosmetics industry it is possible to achieve significant results with a well thought-out strategy.

The client was so pleased with the results that he immediately expressed his desire to continue the cooperation. We are already planning further campaigns - for the summer of 2025 we intend to focus on the promotion of sunscreens and light moisturizers, using the experience we have gained and even more extensive marketing activities.

This case study proves the importance of understanding the needs of the audience and adapting the right tools to them. As a result, our client's brand not only increased sales, but also strengthened its position in the market, gaining a solid foundation for further development.