E.L.F. Cosmetics

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E.L.F. Cosmetics

e.l.f Cosmetics Australia was founded in 2004 with a simple mission: make luxurious, high-quality beauty products available to everyone. Their line of cosmetics captures great-looking skin with gorgeous colours and quality ingredients including lip glosses, eyeshadow and eyeliner.  e.l.f Cosmetics engaged The Creative Collective initially for an SEO Audit and SEO services. Impressed with our results, the client expanded their services and from September 2019 to the present day we’ve been managing e.l.f Cosmetics’s Google Advertising Campaign in addition to the SEO services.

The client’s Google Advertising Campaign objectives:

  1. Increase relevant website traffic to https://www.elfcosmetics.com.au/ using Google Advertising Campaigns to support organic traffic from SEO Strategy
  2. Increase awareness and interest in particular market segments for Adwords E.g. Duplicate products from designer brands
  3. To preserve as much brand/market share as possible, even against suppliers – maintain no.1 

e.l.f Cosmetics Australia paused their Google Advertising Campaigns in October of 2022 due to a change of team and budgets. When a new team member came onboard client-side, The Creative Collective stressed the value that Google Ads has had on the business in the past, providing historical insights to present a business case for the client to gain executive approval to reactivate ads. 

The target audience for e.l.f. Cosmetics Australia are females aged 18-34 years – a very discerning audience who have a lot of choice when it comes to cosmetic products available to them online and in retail stores across the country. The marketplace has become even more competitive in recent years with many new players coming on to the market, notably M Co who started in 2016. M Co, like e.l.f have a similar low price point, and beauty trends always front of mind. 

To talk big picture, the beauty market in Australia had a $7,756 million revenue in 2021, according to Statista. Despite experiencing a slight dip in revenue in 2020, the industry rebounded in 2022 and reached a total revenue of $8,601 million. Predictions indicate that the Australian beauty industry is expected to continue growing, with a projected growth rate of 3.10 per cent from 2022 to 2026.

The primary audience for e.l.f. Cosmetics Australia are aged 18-24 years. As you can see below on their Google Analytics demographic insights, we are very much connecting with the client’s target market. Close to 80% of their traffic is currently female, with close to 60% of the traffic on their site aged between 18 and 34 years. The primary audience are aged 18-24 years and currently represent 30% of their website traffic. Their secondary market is aged 25-34 years, representing 28% of their website traffic. We also enjoy plenty of traffic from other age groups as you can see below:

In June 2023, The Creative Collective presented a business case showing ROI form the top 3 campaigns over 2021 and 2022 (See below) with the view that whilst the landscape would have changed in 2023 with increased competition,our proposed strategy was to reactivate previous campaigns, collect data and then make informed optimisation decisions. 

  • Previous search campaigns and keywords were reviewed and from here created new ads for each of the 11 ad groups (the campaign was using ‘Expanded Text Ads’, which have been sunsetted and replaced by ‘Responsive Search Ads’). 
  • In our Google Advertising Campaign, we also utilise interest based targeting in place for people interested in makeup, cosmetics, beauty & personal care.
  • Our strategy was to make full use of the Shopify integrations; including activating Google Merchant Centre to ensure that every product was able to be showcased in Google Shopping and fixing errors as they arose.
  • We also introduced targeting for new products lines and introduced new display advertising creative. 

In the first 30 days of the Google Advertising Campaign being reactivated (28 June), the account spent $1,639 and generated 492 transactions for a total revenue of $28,378. ROAS (Return On Ad Spend): $17.31 (every $1 spent on the Google Advertising Campaign has generated a $17.31 return, on average), and a return of $26,739. Fast forward to September 2023, and that average ROAS (Return On Ad Spend) is now $53.46 (every $1 spent on Google Ads has generated a $53.46 return, on average). This is an outstanding ROAS and return, highlighting to the client the enormous potential here, and that an increase in spend will result in an increase on your $ return.

Google Ads campaign results (from the past 4 years)

  • Total impressions for account = 7,717,833 million
  • Clicks & engagements = 292,594
  • Interaction rate = 4.08% 
  • Average cost = 0.22
  • Total spend = $64,508
  • Conversion rate = 10.03%. 29,341 conversions. $2.20 cost per conversion.

e.l.f Cosmetics Australia is stocked by major retailers across Australia and we have always aimed to maintain the top SERP positions organically and in paid traffic against stockists. We maintain position 1 organically for the brand in Australia, and 45% of our tracked keywords are in position 1-3 of Google.

“The management of our SEO & Google Ads by The Creative Collective has completely exceeded our expectations. We have seen unbelievable growth and exceptional results such as an average ROAS (Return on Adspend) of over $53. Despite the success that has been achieved the team are always reviewing opportunities for improvement and making recommendations to continue performance. It’s an absolute pleasure to work with a dedicated and passionate team who I can completely trust and are committed to delivering value and outcomes for their partners.”
– Ashleigh Collins, Exclusive Brand Manager – e.l.f. Cosmetics Australia

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