Launching a New Cosmetic Marketplace in a Highly Competitive Market
My Maquillage is an E-shop positioned as a discoverer of beauty gems.
Increase awareness, traffic acquisition, and gain trust in the organic beauty sector.
Implementation of an ambassador program on the site and 21 product testing campaigns.
- +50% visitors
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1,018 detailed reviews
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593 social media posts
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10,446 segmented opt-ins
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1,244 ambassadors in 6 months
The Company
My Maquillage is an e-shop positioned as a discoverer of beauty gems. It offers several exclusive and lesser-known brands, all chosen for their excellent value for money. The site brings together collections tailored to different beauty priorities (organic, vegan, sensitive skin, clean beauty…). The brand was founded in 2020 by two sisters, Louise and Margaux, who are passionate about cosmetics. Today, the team consists of 10 people.
Margaux and Louise, the founders of MyMaquillage.fr
“After a bad experience with Octoly, we wanted to find a solution that could address several e-commerce challenges and on which we could capitalize in the long term.”
The Challenges
To successfully launch this new e-shop in a new territory, the challenges were significant and varied:
- Increase awareness and traffic acquisition, make the e-shop and its brands known to a target audience that loves beauty products and is curious about new releases,
- Gain trust and become a reassuring platform by collecting numerous sincere testimonials about the products offered by My Maquillage. These reviews are necessary to justify the “beauty gems” claim made by the e-shop,
- A new e-commerce platform that explores a new territory – organic products – and new consumer expectations. Knowledge of the market and consumer insights is crucial to better understand consumer expectations (selection criteria, habits, preferences…) and offer products that match them.
The Solution
Over 6 months, several actions were taken:
Launch of the ambassador program on the site
The ambassador program installed directly on the Shopify e-commerce site quickly yielded concrete results, particularly in terms of traffic acquisition and awareness.
Product testing campaigns
Product tests helped improve brand awareness and social proof thanks to all the content generated via social networks and on My Maquillage’s e-commerce site. Since the first campaigns conducted through the Trustt ambassador program, the proportion of candidates who know the brands the e-shop collaborates with has doubled.
Opt-ins and data collected
The team improved their market knowledge. The software allowed them to collect 34,400 response forms with an average of 2,800 forms per campaign.
“Nearly 80% of respondents had not heard of the brand, we thought our core target had surely come across us. It shook us.”
Louise
Co-founder of My Maquillage
Results after 6 months
Awareness and traffic acquisition
- A 50% increase in site visitors compared to the previous period,
- 10,446 qualified and segmented opt-ins for newsletters with an average open rate of 20%
- 63,207 applications obtained on 25 test registration forms,
- 593 posts by testers on social networks (Instagram, blog…) – 40,000 likes obtained and 5,700 comments generated.
- Brand awareness: on average, since the first campaigns, the proportion of candidates who know the brands offered by the e-shop has doubled.
+50%
visitors to the site compared to the previous period
Reassurance
Thanks to Trustt, several product testing campaigns were launched, targeting the best selection panels for each product. The MY MAQUILLAGE platform thus generated 1,018 detailed reviews for 36 different products (including 1,018 reviews from campaigns), with an average product rating of 4.4/5.
488
detailed reviews for 36 different products, with an average product rating of 4.4/5.
Insights and market knowledge
- 34,400 response forms collected with an average of 2,800 per campaign. For each product to be tested, we ask about priority expectations (texture, fragrance, effect on the skin…), selection criteria, and purchasing habits (frequency, preferred information and sales channels…).
This valuable information helps the e-shop guide purchases and offer products expected by consumers. For example, listing more neutral palettes rather than colorful ones. This data provides ideas on ranges or products to highlight, strengths to focus efforts on, and/or the type of content to produce.
Examples of product insights gathered:
- Choice of a lipstick: the long-lasting criterion ranks far ahead of all other items (color, pigmentation, comfort, price…).
- 65% of respondents prefer neutral-colored eyeshadows.
- Out of 7 proposed items, ⅓ of respondents look for anti-acne action in their facial care products.
- 45% of respondents regularly use a scrub with grains vs. 16% an acid-based exfoliant.
From a business perspective, this data allows for a better understanding of the target audience, their purchasing behaviors, and validates certain intuitions.
Examples of business insights:
- Among the 20% of respondents who never buy beauty products online, 70% of them state it’s because they prefer to see products in-store and 8% due to delivery times and costs.
- On average, 50% of respondents regularly use an application to scan their cosmetic products.
34 400
response forms collected (average: 2,800 per campaign)
We are very satisfied with Trustt beauty, the solution is at the intersection of many brand and e-commerce issues, it really addresses business challenges. We still have a wealth of information to gather.
Margaux
Co-founder My Maquillage
