Background
Ruby's Organics is India's first organic makeup brand, dedicated to creating clean, plant-based beauty products that prioritise skin health. Their formulations are enriched with active skincare ingredients, designed to nourish and enhance natural beauty without harsh chemicals.
Challenge Faced
Although Ruby's Organics has carved out a unique niche in the beauty industry, it struggled with elevated conversion costs and less-than-ideal ROAS. The brand successfully drew substantial traffic to its website, yet many visitors did not make purchases. This gap between interest and actual purchase resulted in unsustainable marketing spends on performance ads.
Audience Strategy Undertaken
Ruby’s Organics collaborated with Xpert to enhance its ad targeting. Utilising Xpert’s analysis, the targeting was concentrated to appearance-conscious consumers with a history of purchasing complementary products like skincare, makeup accessories, and fragrances. These audiences were further segmented based on lifestyle choices, such as a preference for cruelty-free and organic products, enabling more effective ad spending on consumers with genuine buying intent & alignment for Ruby’s Organics products.
Results Achieved
Using Xpert’s audience targeting, Ruby’s Organics achieved a 25.5% reduction in customer acquisition costs and a 63.5% increase in ROAS. By filtering out non-serious traffic and targeting highly relevant audiences, the brand drove more meaningful conversions.
.png)
Inferences & Insights
Xpert’s data-driven audience insights allowed Ruby’s Organics to target consumers more effectively, focusing on those whose appearance-conscious behaviours aligned with the brand’s product values. This approach not only reduced wasteful ad spend but also underscored the importance of precision targeting for efficient scaling.