Presented by 121 Group — Performance Marketing for Beauty Brands

Rageism Beauty
Digital Growth Strategy

A data-driven performance marketing strategy crafted by Australia’s leading digital growth agency for premium beauty and skincare brands.

View Case Study ↓ Book a Strategy Session
About 121 Group

Australia’s Premier
Beauty & Lifestyle
Performance Agency

For over 15 years, 121 Group has been the trusted growth partner for Australia’s most iconic beauty, skincare, and fragrance brands. We combine deep platform expertise with category-specific insight to deliver measurable, profitable growth.

Our team has managed over $100M+ in ad spend across Google Ads, Meta Ads, and programmatic channels — consistently outperforming industry benchmarks with an average client ROAS of 8:1.

Adam Ducquet

Adam Ducquet

CEO & Founder

Kat

Kat

Head of Strategy

Steven

Steven

Head of Paid Media

Michael

Michael

Head of Analytics

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Years Experience
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Beauty Brands Served
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Ad Spend Managed
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Avg Client ROAS
Expected Audit Findings

What We Typically Uncover in
Beauty & Fragrance Accounts

Based on auditing 50+ beauty brand accounts, these are the most common performance gaps we identify and resolve.

📈

Branded vs Non-Branded ROAS Inflation

70%+ of budget allocated to branded search, artificially inflating reported ROAS while prospecting performance remains hidden and underinvested.

🔍

Cross-Platform Attribution Gaps

Meta and Google both claiming the same conversions. Without proper attribution modelling, you're double-counting revenue and misallocating budget.

🎒

Funnel Optimisation Misalignment

Wrong optimisation goals at each funnel stage — running purchase-optimised campaigns for cold audiences or awareness campaigns for warm audiences.

🎨

Creative Fatigue & Frequency Issues

Stale creative assets with high frequency in remarketing pools, causing ad fatigue, rising CPMs, and declining engagement rates.

🔒

Server-Side Tracking Gaps

Post-iOS 14.5+ signal loss resulting in 30–60% of conversions going untracked. Without CAPI and Enhanced Conversions, platforms can't optimise effectively.

Campaign Architecture

Full-Funnel
Campaign Structure

Our recommended dual-platform architecture for Rageism Beauty, designed to maximise profitable customer acquisition at every stage of the purchase journey.

TOFU
Awareness

🔎 Google Ads

  • Non-brand search (category terms)
  • Standard Shopping (catalogue control)
  • YouTube awareness (beauty tutorials)

📜 Meta Ads

  • ThruPlay & LPV optimised video
  • Broad + interest-based testing
  • Lookalike tiers (1/3/5/10%)
MOFU
Consideration

🔎 Google Ads

  • Brand search (capped 15–25%)
  • PMAX (new customer acquisition)
  • Display remarketing (engaged visitors)

📜 Meta Ads

  • ATC / Initiate Checkout optimised
  • Engagement audience remarketing
  • Social proof creative sequences
BOFU
Conversion

🔎 Google Ads

  • Brand + product-specific search
  • Dynamic remarketing (viewed products)
  • Shopping with ROAS targets

📜 Meta Ads

  • Purchase optimised, cost caps
  • Frequency-capped remarketing
  • Urgency & final reminder creative
Audience & Creative Strategy

Precision Targeting Meets
Creative Excellence

Audience Testing Methodology

  • 🎯

    Interest-Based Targeting

    Anti-ageing skincare, premium beauty, mature women’s lifestyle, organic beauty enthusiasts

  • 👥

    Lookalike Tiers

    1%, 3%, 5%, and 10% lookalikes from purchaser lists, high-value customers, and email subscribers

  • 📧

    Customer List Seeds

    First-party data from WooCommerce, email lists, and loyalty programme members for seed audiences

  • 🎨

    Broad with Creative-as-Targeting

    Let the creative do the targeting — broad audiences with highly specific beauty/skincare messaging

Creative Testing Framework

  • 🎬

    Video-First Approach

    UGC testimonials, product demonstrations, founder story, before/after transformations — proven to outperform static in beauty

  • 📈

    5–10 Concepts Monthly

    Each concept addresses a different persona, pain point, or product benefit to identify winning angles

  • 🔁

    Sequential Remarketing

    Stage 1: Social proof → Stage 2: Offer → Stage 3: Urgency → Stage 4: Final reminder

  • ✨

    UGC & Lifestyle Content

    Authentic user-generated content and aspirational lifestyle imagery that resonates with the anti-ageing beauty market

Scaling & Optimisation

Data-Driven
Growth Framework

Our measurement framework ensures every dollar of ad spend is accountable, with platform-agnostic metrics that reveal true business impact.

📊

MER as North Star

Marketing Efficiency Ratio (Total Revenue ÷ Total Ad Spend) replaces siloed platform ROAS as the primary KPI for holistic performance.

🎯

Incrementality Testing

Geo-holdout experiments and spend scaling tests to isolate true incremental revenue driven by each channel and campaign.

🔒

Server-Side Tracking

Meta Conversions API (CAPI) and Google Enhanced Conversions for complete signal recovery and optimised campaign performance.

📋

Weekly MER Dashboard

Real-time dashboard reconciling total revenue against total ad spend, with platform-level breakdowns and trend analysis.

💰

Monthly Reconciliation

Actual WooCommerce revenue vs platform-reported revenue, identifying attribution discrepancies and true marketing ROI.

🚀

Scaling Methodology

Controlled budget increases (20% every 3–5 days) with real-time efficiency monitoring to prevent CPA inflation during scale phases.

✨ Live Client Case Study

Bujairami Perfumes
+247% Online Revenue Growth

Australian luxury niche fragrance brand — a directly comparable industry to Rageism Beauty. Here’s what we achieved across both platforms.

● Google Ads Results
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Return on Ad Spend
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Purchases (Sep MTD)
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Revenue Generated • $3K/month budget
● Meta Ads Results
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Quarterly Revenue (Server-Side)
0
Meta Reported (7d/1d Attribution)
TOFU + BOFU
Full-funnel campaign architecture • CAPI enabled
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Overall Online Revenue Growth

Exceptional month-on-month growth with significant increases in sales volume and ad efficiency.

🔍 Holistic Diagnostic Capability

When Bujairami’s revenue declined in January–February 2026, we didn’t assume ad performance was the problem. Our investigation revealed:

−71%
Cart Sessions Dropped
−10%
Traffic Dropped

The massive disparity between traffic and cart sessions pointed to a checkout/cart UX issue, not an advertising problem. This diagnosis saved the client from unnecessarily increasing ad spend and redirected focus to fixing the website experience.

✓ Diagnosis: Checkout UX Issue — Not Ad Performance
Aug 2025
Full Google Ads
Audit Completed
Sep 2025
Campaigns
Launched
Nov 2025
Exceptional
Growth Month
Jan 2026
PMAX Budget
Doubled
Feb 2026
Diagnostic:
UX Issue Found
Next Steps

Ready to Accelerate
Rageism Beauty’s Growth?

We’re ready to begin. Here’s what happens next.

01

Performance Audit

Complete audit of existing Google Ads, Meta Ads, GA4, and WooCommerce analytics to identify opportunities and quick wins.

02

Read-Only Access

We request read-only access to Google Ads, Meta Ads Manager, and GA4 to perform our analysis without disrupting live campaigns.

03

Custom Strategy

Based on audit findings, we deliver a tailored growth strategy with projected KPIs, budget recommendations, and a phased roadmap.

Adam Ducquet

CEO & Founder, 121 Group

📧 adam@121group.io

📞 +61 438 595 683

Book a Strategy Session →