Feed-Driven Performance Marketing for a Mass-Market Cosmetics Brand
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Problem
DTC store an afterthought
A value-priced cosmetics brand stocked in 55 retail doors ran its own online store as an afterthought. A third of the catalogue sat disapproved in Google Merchant Center over missing identifiers and mismatched prices, there were no Shopping or catalogue ad campaigns at all, and retail promotions routinely undercut the site, so what paid traffic ran converted poorly.
Solution
Feed-first shopping campaign engine
We rebuilt the commerce marketing engine feed-first: a managed feed pipeline normalised titles, GTINs, imagery, and pricing across 1,800 SKUs, then Google Performance Max and Meta catalogue campaigns launched on the clean data. Promotion calendars were synced between retail and DTC, best-seller landing pages replaced the generic homepage, and revenue reporting moved into a single dashboard.
Measurable Impact
What changed after launch
Paid-channel DTC revenue grew 2.4× in six months once clean feeds unlocked Shopping and catalogue campaigns
Product feed disapprovals fell from 31% of the catalogue to under 2%
Blended ROAS reached 4.1 against the brand's 2.5 break-even threshold
Cost per first-time DTC customer dropped by 33% at flat monthly ad spend
Tech & Tools Used
What powered the build
Ready to Build your Cosmetics & Beauty Brands Business with E-Commerce Performance Marketing
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