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How Anastasia-Beverly Hills Stays Queen of Cosmetics

Anastasia-Beverly Hills - # 1 in Brows 🏆
Brett Friedman

Anastasia-Beverly Hills is the eyebrow authority and the #3 most followed cosmetics brand on Instagram following only Kylie Jenner's brand and MAC Cosmetics. With so much success behind them, it's hard to imagine that they would need help. However, just like every other brand, their creative can be improved with data!

Until recently, they were the market leader by far, selling out of products as soon as they launched using mostly organic Instagram posting to find success. However, with success comes competition, and competition means new strategies must be used - enter Marpipe.

In order to stay ahead of their new competitors, they enlisted the most cutting-edge tech they could find. Not only would they learn how to make top-performing ads, they'd also learn what elements of those ads make them perform so highly.

Here's what we tested:

  • 2 Audiences
  • 7 Components
  • 43 Variables
  • 216 Ads

Here's what we found:

  • 6 ads above 10 ROAS
  • 22 ads above 6.5 ROAS
  • 7 Positive Outlier Variables (at least double the ROAS of other variables tested)

Here's a couple quick data-driven tips for cosmetics brands:

  • Use models alone, without products
  • Use small discounts for in-image copy
  • Stay on brand with color palettes & backgrounds
  • Try putting copy towards the bottom of ads

Read our full creative testing guide

How to Run a Multivariate Test
for ad creative

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How to Run a Multivariate Test

The Beginner's Guide

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How to Run a Multivariate Test
The Beginner's Guide

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