Revolutionizing Brow Care with Expert-Powered Social Commerce

TLDR

Supercilium, a professional brow grooming products company, partnered with Comet to launch a new liquid dye product in collaboration with celebrity brow expert Anastasia. The campaign leveraged Comet's Micro-Store technology to create buzz, drive sales, and educate customers through an immersive social commerce experience.

Challenge

Supercilium faced several challenges with their product launch:

1. Increasing Return on Ad Spend (ROAS) for the new product
2. Creating urgency and exclusivity around the launch
3. Educating customers on product application and benefits
4. Leveraging Anastasia's reputation and reach effectively

Solution

Comet created a tailored Micro-Store for the Supercilium x Anastasia collaboration, featuring:

• Exclusive content from Anastasia showcasing the new liquid dye
• Clear, concise tutorials demonstrating product application
• Limited-time offers to create a sense of urgency
• Seamless checkout process optimized for social media traffic

Results

The Supercilium x Anastasia Micro-Store campaign delivered impressive results vs the main website:

40% increase in Conversion Rate (CVR)
The focused, celebrity-endorsed experience drove higher conversions in broad based reach campaigns vs main website.

41% reduction in customer Acquisition cost (CAC)Significant reduction vs main site in broad based targeting, which was the key sales driver given the campaign was a new product launch.

25% increase in Add-to-Cart rate
Engaging content and clear product benefits encouraged more add-to-carts.

These results highlight the effectiveness of combining celebrity influence with Comet's Micro-Store technology for product launches.