For Puder i Krem, we combined expert and lifestyle communications with product presentation and sales campaigns. The project covered a content concept, photography, work with a cosmetologist and routes from social media to the retailer's offer.
Expert content, photography and video
Online beauty retailer Puder i Krem needed communications combining skincare expertise with offer promotion. We developed a Facebook and Instagram concept using friendly, humorous language. Educational, sales and lifestyle content was planned around monthly themes such as Care, Excitement and Femininity.
We refreshed the graphics while preserving the brand identity's character. We prepared copy, product photographs and video. We invited cosmetologist Anna Saran Michalczyk to test products from the shop and share her knowledge in video posts, stories and reels.
Product presentation and the route to the shop
We tailored product photography to the retailer's visual language. Shoots paired cosmetics from different brands, and the images appeared in inspirational and sales content. We complemented skincare information with specific products from the range.
The project used a product catalogue and product tags in Instagram posts and stories to lead users to cosmetic details and purchase pages. Advertising also used the collection format, presenting a set of products within one mobile creative.
Campaigns matched to the purchase stage
We gradually moved from awareness and engagement campaigns towards sales. We used remarketing to reach people who had already encountered the brand. Content and ads matched successive steps, from an interest in skincare and learning about a product to visiting the shop.
Comparing December 2020 with December 2019, we recorded more than a threefold increase in ROAS. This result relates to a separate comparison of two corresponding months.
Advertising results
The report for May 2021–2023, covering more than 1,000 campaigns, recorded an average ROAS of 12.85. ROAS is the revenue attributed to advertising relative to its cost. Ads generated almost 8 million impressions, while posts received close to 90,000 reactions.
The project combined a content system, material production and e-commerce campaigns. Expert knowledge, photographic style and product presentation served a shared purpose: building interest in cosmetics and supporting the retailer's sales.
