Founded in 1997 by the eponymous makeup artist, Laura Geller Beauty has dedicated over 27 years to celebrating beauty at every age. With innovative formulas baked on terracotta tiles in Italy, Laura Geller Beauty products are designed to be easy to use, effortless to blend, and perfect for aging and mature skin.
But even well-loved, well-established brands face challenges as they grow and scale. And that’s especially true when it comes to digital marketing, where precise, personalized targeting is a tricky science. For Laura Geller Beauty, one of its biggest hurdles was not only reaching customers in the market for its products, but converting impressions to sales without watching ad costs skyrocket.
Testing and learning has always been at the core of Laura Geller Beauty’s operations. And that’s where Shopify Audiences and Shop Campaigns proved to be an effortless blend. Combined, they provided the brand with powerful levers to fine-tune their targeting, run risk-free acquisition on mobile platforms, and attract new customers without overspending.
With Shopify’s advertising tools in its corner, Laura Geller Beauty was able to:
Increase revenue by 140% year over year with Shop Campaigns.
Increase average order value (AOV) by 5% with Shop Campaigns
Curate lists of high-intent customers with Shopify Audiences
Reduce customer acquisition costs (CAC) by 15% by reaching high-intent shoppers more efficiently with Shopify Audiences
Improve return on ad spend (ROAS) by 6% while maintaining strong conversion rates with Shopify Audiences
The challenge: Sky-high ad costs in a competitive marketplace
Like many direct-to-consumer brands, Laura Geller Beauty was feeling the pressure of rising CAC. The combination of increased online competition and data privacy regulations made it harder to target the right shoppers efficiently. Algorithms that once delivered strong returns weren’t cutting it anymore, leaving the brand searching for a better way to connect with the right customers without overspending.
ROI from marketing has gotten tougher over the past few years. For us, finding new tools and ways to improve our customer acquisition costs is front and center. But the big question really is: ‘How do we grow our bottom line?
Laura Geller
Scott Kramer — VP of Growth
Changing consumer behaviors also added a new variable to navigate. With more consumers gravitating toward mobile shopping experiences and alternative digital storefronts, Laura Geller Beauty had to rethink how and where it engaged with potential buyers.
To stand out in a crowded space and drive growth, the brand needed a way to bring in new customers without wasting money on the wrong audiences—and at the same time, make every marketing dollar work harder. Luckily, Laura Geller Beauty is no stranger to experimentation.
The solution: Smarter targeting and seamless execution
To get more granular with its audience outreach, Laura Geller Beauty leaned into two powerful Shopify tools: Shopify Audiences and Shop Campaigns.
Surfacing high intent with Shopify Audiences
Shopify Audiences allowed Laura Geller Beauty to tap into the scale and volume of commerce that happens on Shopify to identify shoppers likely in the market for its products.. Instead of relying solely on Meta’s or TikTok’s algorithms, the brand could create high-intent audience lists directly within Shopify and sync them with its ad platforms.
When acquisition costs start rising, Shopify Audiences gives us an easy way to test new audience lists and keep our marketing spend efficient. It’s a no-brainer for us—it’s easy to implement, there’s no extra cost, and it helps us scale without overcomplicating things.
Laura Geller
Scott Kramer — VP of Growth
Shopify Audiences provided Laura Geller Beauty with multiple pre-built audience lists, each varying in purchase intent and size. This allowed the brand to be more nimble by testing different lists and pivoting on the fly based on what worked best. The team could tweak their approach depending on whether they wanted to reach a larger set of new customers or be more strategic and narrowed to maintain high ROAS.
Better yet, the integration was seamless. With just a few clicks and toggles, the brand was able to sync their curated audience lists to their ad platforms and start testing right away. Plus, they could see results within their synched ads manager tool.
“One of the great things about Shopify Audiences is how easily it scales,” says Kramer. “It doesn’t take a large strategic effort to really push into them. We can make a few simple changes, and we’re able to easily scale it up both in ad spend or efficiency”
Tapping into the mobile experience with Shop Campaigns
Laura Geller Beauty was already keen on expanding its mobile presence, knowing that more and more shoppers are embracing the Shop platform. Shop Campaigns gave the brand an easy way to get its products in front of millions of high-intent buyers already using the Shop app to discover and purchase new items.
To have a mobile app experience up and running within minutes, instead of taking a lot of dev time and complex build-outs, was a great shopping offering for our customers. The whole process was quick and seamless
Laura Geller
Scott Kramer — VP of Growth
Wide reach and ease of setup aside, for Laura Geller Beauty, the real value was the ability to set their own marketing objectives. Shop Campaigns gave the brand the power to focus on acquiring new customers or winning back previous ones, all while maintaining control of their daily budget, CAC, and target ROAS.
The brand saw particularly strong results during the holiday season, when shoppers were more engaged. By adjusting its ROAS and CAC targets, Laura Geller Beauty was able to ramp up its campaigns to capitalize on the peak season while maximizing its return.
The results: A new foundation for efficient growth
Since rolling out Shopify Audiences and Shop Campaigns, Laura Geller Beauty has seen noticeable improvements in its bottom line and ad spend efficiency, while being able to implement both products quickly and without having to redirect resources. In 2024, the brand saw around a 140% increase in revenue while hitting and maintaining its ROAS and CAC targets with Shop Campaigns.
With Shop Campaigns and Shopify Audiences, Laura Geller Beauty has achieved:
140% increase in revenue year-over-year
5% increase in AOV
6% increase in ROAS with strong conversion rates
15% reduction in CAC with curated audience lists
The ability to test, iterate, and optimize has been a game-changer for the brand. And in today’s unpredictable digital advertising landscape, having tools that help maximize every dollar is invaluable. Laura Geller Beauty is spending smarter, targeting better, and driving revenue growth—all without gut checks or guessing games, just data-driven insights leading the way.
Leveraging Shopify on our marketing campaigns has been one of the best decisions we’ve ever made. We wouldn’t be where we are today without Shopify
Laura Geller
Scott Kramer — VP of Growth