The challenge
Paula’s Choice is currently one of the most appreciated cosmetic brands in the Romanian blogosphere. This is primarily due to the fact that the products are of superior quality, and we have always focused on an honest communication of what they can do for the skin. We have focused a lot on educating the public about skin care and have maintained constant communication with fans on social media, which is reflected by the fact that Paula’s Choice Romania has the largest Facebook community after Paula’s Choice USA.
Strategy
Success isn’t one big win; it’s a hundred small details—the product, the website, the look, the conversation, the ads—all working as one. In 2013, the biggest hurdle for Paula’s Choice in Romania was its newness to the market and the resulting lack of brand awareness. Our goal from day one was to establish a powerful online footprint, drawing visitors to the website and building an active, engaged community on social media.
We started by creating a comprehensive content strategy for social media, developing specific post categories to showcase the brand’s key information. This visual identity wasn’t limited to social posts; we extended a unified design across the website, newsletters, and all printed materials to create a truly cohesive brand experience.
Even in a highly competitive cosmetics market, our current Google and YouTube ad campaigns are a significant engine for online sales, proving the effectiveness of our long-term digital strategy.
Success isn't one big win; it's a hundred small details—the product, the website, the look, the conversation, the ads—all working as one.
Outcomes
At the beginning of our collaboration, the Paula’s Choice Romania Facebook page was one of the smallest Facebook pages of the brand internationally, now it is the second largest after Paula’s Choice USA. Also, the site had a rather low traffic a few years ago, but through a redesign and the various digital marketing actions we have used over time, we managed to increase the traffic and conversion rate to an average level for a cosmetics e-commerce site in Romania.
