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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Lifting Lashes and Sales

Entered in Beauty

Objective

Grande Cosmetics has had the same mission from day one — make everyone feel their best in their own skin. Their hero products help their customers achieve fuller-looking lashes, brows, lips, and hair.

In 2020, Grande launched their first-ever tool — GrandeLASH-LIFT, a rechargeable, heated eyelash curler that gently and safely curls lashes without any pinching or lash loss. Unlike traditional eyelash curlers that can crimp or damage your lashes, this tool delivers the right amount of gentle heat to provide results that last all day long!

The timing of the product launch was coincidentally aligned with the unforeseen closing of spas and beauty bars due to COVID-19. So, for the launch of LASH-LIFT, Grande Cosmetics was able to strategically target those who would have traditionally gotten professional lash lifts in a physical salon setting, but were looking for a safe, at-home alternative to keep their lashes lifted while spas were closed due to the pandemic.

The goal of the LASH-LIFT launch campaign was to spread awareness and drive adoption of this brand-new beauty tool. And, because this product was completely different than anything Grande Cosmetics had released in the past, they needed to educate the consumer on not only how it works, but also how they could get longer-looking and stronger lashes in a just few easy steps with 5 classic Grade Cosmetics products.

Strategy

GrandeLASH-LIFT was launched in conjunction with the brand's Lashes Under Construction campaign, which highlighted products and steps to protect, enhance, and build your lashes. The Grande Cosmetics team developed eye-catching campaign creative that highlighted the somewhat literal 'nuts and bolts' of your lash routine, utilizing construction props and references but showing real women using the products.

GrandeLASH-LIFT was revealed alongside another new product, GrandeREPAIR, a leave-in conditioner for your lashes that helps to prevent fallout. These two new products were strategically positioned with three other products that were already Grande best-sellers, as part of a new 5-step routine to get healthier, fuller-looking lashes.

Blue Wheel assisted with the launch of LASH-LIFT by advertising the product digitally on social platforms, including Facebook and Instagram, and on paid search. Both prospecting and retargeting audiences were utilized on Facebook and Instagram, with Instagram Story-specific creative.

This product was different than any other product Grande Cosmetics had released before, so we needed to excite and educate the consumer, which proved challenging in a short Facebook or Instagram ad with minimal real estate. Therefore, the Blue Wheel team worked with the Grande Cosmetics team to design an educational landing page that detailed each step of the Lashes Under Construction routine. The landing page served as a resource for new consumers to learn about each of the products, and for current consumers who wanted to step up their lash game by incorporating the new elements.

Because LASH-LIFT uses heat to gently curl lashes, education on the safety and efficacy of the product was required. (The tool is actually better for your lashes than a traditional lash curler!) This was the first tool in the Grande Cosmetics product line, so we relied on creative assets, videos, and explanatory landing pages to inform the customer.

Results

Over the course of Q1 2020, when Blue Wheel helped launch LASH-LIFT in conjunction with the overarching Lashes Under Construction campaign, we hit key KPIs and saw phenomenal success from the ads served across social and paid search.

On Facebook, this campaign saw a 3.2 ROAS overall, reaching 166,000 people and resulting in 142 purchases. Our prospecting campaign on Facebook saw a 2.09 ROAS, and retargeting achieved a 5.05 ROAS. On Google paid search, this campaign achieved a 17.63% CTR and a $2.40 CPC, from 998 clicks to our ads on the platform.

LASH-LIFT sold out three separate times in the first three months it launched! Likewise, Sephora took on this new product in store and couldn't keep it in stock!

Media

Produced by

Blue Wheel, Grande Cosmetics

Link

Entry Credits

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