Stila Cosmetics promotes relaunched site using new media marketing
A new web platform combined with a grassroots marketing campaign boosted traffic to StilaCosmetics.com by 29% and improved conversion rates by 95% during the first month following the relaunch of the site.
Before launching the new platform, StilaCosmetics began a coordinated marketing campaign on MySpace and YouTube, including supplying beauty bloggers with sample products for review.
“There are huge opportunities for a brand like ours to make a big splash without spending a ton of money,” says Josh Troy, head of online sales. “There’s an active community on MySpace and YouTube that’s generating great content about our products. We make sure that we’re there if any questions come up, and we want to be one click away when they’re ready to make a purchase.”
By growing the online business, Stila hopes to drive store sales at Sephora and other retail partners, Troy says.
“Our data shows that these channels complement each other,” he says. “The more we can do to raise brand awareness, the more we’ll lift sales across the board.”
Stila products are distributed through specialty retailers and department stores, including Sephora, Anthropoligie and Bloomingdales. It also markets products through the QVC home shopping television channel. Stila plans to expand its e-commerce operations internationally.
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