New audience, higher ROAS. Combining transaction data with a custom consumer profile proved to be the gift that kept on giving.

As the holidays approached, a leading Beauty Retailer believed there was more opportunity to reach multicultural beauty consumers as they made their shopping list and checked it twice. And that’s why they turned to Attain. The brand recognized this as an opportunity to give their holiday strategy a glow-up, and built custom consumer profiles to reach beauty enthusiasts preparing for holiday events and gatherings.

Attain used explicitly-permissioned first-party data to assist the brand in discovering valuable insights about potential new customers. The insights showed  that the potential new customers were over-indexed for being Black/African American and Hispanic/Latinx. Additionally, these customers tended to be beauty enthusiasts who purchased products from both big box retailers and beauty-specific retailers.

To act on their findings, the brand built an innovative strategy by modeling three custom segments using Attain’s transaction data:

  1. Holiday Gift Givers: Shoppers who purchased from the brand and competitor beauty brands in the past 6 months
  2. Multicultural Beauty Enthusiasts: Black/African American and Hispanic/Latinx beauty enthusiasts
  3. Potential Loyalists: Consumers showing increased spending over time at the Beauty Retailer, but still shopping with other competitors

As a result, the brand reached new consumers and converted its competitors’ customers, driving a .45% conversion rate—resulting in a stellar ROAS of $10.56.

Learn more about how consumer profiles can help you drive better outcomes.

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