Final project for my digital marketing certificate at Byredo

1. Veronika Stadnik
BrainStation Course - Digital marketing
Byredo Makeup

2. Agenda
1. Overview of Byredo
2. SWOT (Strengths, weaknesses, opportunities, threats) analysis
3. Competitors
4. Byredo consumer insights & makeup range target audience
5. Ideal customer persona
6. The ask & SMART goal setting
7. Customer journey map
8. Display Ads
9. SEO & Website & Google Ads
10. Social media
11. Email drip campaign
12. Budget

3. Introduction
Since 2006, Byredo has established itself as an alternative luxury perfume brand,
Core principles setting them apart (1):
1. Storytelling - brand concept of “translating memories and emotions into products and experiences”
Unique perfume titles such as Mojave Ghost, Mixed emotions, Rose of no Man’s Land
2. Gender neutrality - appealing to gen Z
3. Minimalist aesthetic
4. Experience focus
—> Byredo MakeUp launch in 2020 <—

4. SWOT analysis
Strengths Weaknesses Opportunities Threats
Strong Brand awareness
for Byredo Perfumes
-> Most traffic comes
from organic search &
direct
- Biggest traffic
share is from
America & Canada
-> European market can
be improved
- Byredo Make up
competitors get
searched more
- Increase the
awareness of
Byredo make up
- MakeUp very
competitive
industry
-> Important to align
Byredo’s brand principles
with their perfumes to
stand out
Based on Similar Web & Google Trends - for general Byredo website

5. Byredo makeup search behaviour
Byredo Make up is estimated to form 10-20% of sales, in stores where it is sold (2)
Google trends: Byredo makeup not get searched a lot, Competitors are searched more

6. Competitive landscape Lipstick price as point of comparison

7. Competitive landscape
Estimated with Perplexity AI
Price of lipstick Instagram &
TikTok followers
Market share
Byredo £45 735K; 2.3K 0.20%
Dior £45 13.5M; 11.2K 86.54%
Nars £27 9.8M; 463.1K 4.08%
MAC £19 24.1M; 1M 9.18%
Currently Byredo has the lowest social media following and market share from
its competitors.

8. Customer Persona
Demographic
- High disposable income
- Majority age 18-35
- 64% female
Behavioural
- Careful consideration & research before purchase
- Multi-use of Makeup products
Psychographic
Interests: fashion, beauty, shopping, lifestyle
Values & Beliefs: Openness to new experience - target
personality trait, Self-expression “Makeup as art”,
Experimentation

9. Target audience
1. Millennials and Gen Z consumers
2. Fashion-forward individuals interested in luxury and niche brands
3. Makeup enthusiasts who value artistic expression and unconventional approaches
4. Consumers seeking high-quality, multi-functional products

10. Customer persona
“I want to tell a story when I decide to use makeup. I am bored of the traditional eyeliner and mascara.
I want new textures, colours and uses of the products I own”
Name: Kaia
Female, Age 26
Location: London
Occupation: Fashion
Stylist
About Kaia:
She is a freelance fashion stylist working for
editorials. She frequently collaborates with make up
artists.
End goals:
She wants to buy good quality, multipurpose
makeup that she can use herself and take on the
shoots she is styling for inspiration.

11. The Ask
Increase awareness of Byredo Makeup.
1. Direct
2. Email (0.07->5%)
3. Referrals
4. Social (9.37->15%)
5. Organic search
6. Paid Search
7. Display Ads (0.48->5%)
Target figure as recommended by Perplexity AI, based on search of industry trends and other luxury brands.
5%
15%
5%

12. SMART Goals - from Q1 to Q2 2025
S.M.A.R.T. Goal Key Performance Indicators (KPIs)
1: Increase traffic from Social Media (Instagram,
TikTok) by 5%
Click through rate (% people who click on link
from all people who saw it)
Engagement rate (Total
interactions/Followers)*100
Conversion to website
2:
Increase traffic from Display Ads by 5%
Click through rate
3:
Increase traffic from Email by 5%
Conversion to website

13. Mapping the Customer Journey
Awareness Consideration Decision Post-Purchase
Channels / Content
• Display ads on top referring websites
• Social media:
TikTok influencers & ads
Instagram influencers & native content &
ads
Using Cialdini’s principles for persuasion
• Utilising social proof from TikTok &
Instagram influencers
• Using attention grabbing words such as
“free”, “last chance” in copy, targeted ads
Irrelevant since strategy is focused
on increasing awareness
Relevant to which
SMART Goals?
• Goal 1 - 3
• Goal 1
• Goal 3
Key Learnings and
Takeaways
• Current social media does not advertise
the make up range enough
• Target stage as luxury products take
longer before decision

14. Display Ads
Target users who
- Have visited Byredo.com
- People who shop at other innovative, luxury Makeup brands (Dior,
MAC, NARS)
- 18-34 year olds who visit many fashion and beauty websites
Choose to be displayed on top referring websites
1. The glass magazine
2. Dealmoon.co.uk
3. WSJ.com
Set a frequency cap of 14 ads to avoid ad fatigue - diminishing
returns after 14 ad exposures (5)
-> Run display ad campaign for 1 month; show an ad to a single user
every 3 days (10 ads in total)

15. SEO
Currently organic search yields 38% of traffic for Byredo
which is good.
To enhance visibility of Byredo Makeup further the brand
can:
1. Invest in keywords on the right – examples with the
highest and lowest search volumes & competition (The
higher searched keywords will be more expensive but
will yield better results);
2. Publish blogs on their website using these keywords
e.g. “Top artistic makeup looks with Byredo” to target
informational search intent.

16. Website links
According to Neil Patel’s backlink checker the amount of backlinks classified as good.
Current traffic to website from referrals is 2.9%, which could be increased by outreach link building,
but it is not a priority.

17. Google Ads
Currently paid search for Byredo is good, but should divert some of the current spend towards the “Makeup campaign”.
Ad groups segmented by product type
We used recommended keywords by Google for each ad group, in broad match - as want the ads to come up as much as
possible
- Headline copy consisted of keywords & words that catch the attention of our target demographic “Experimental,
Genderless Makeup”

18. Social media
According to perplexity AI, Byredo MakeUp’s target demographic (Females, age 18-34, interested in
fashion) spend the most time on
TikTok
- Best for young audience (under 24)
- Beauty is one of the top niches for female influencers on TikTok
Instagram
- Nearly half (49%) of Instagram beauty influencer followers are aged 25-34 (6)
- Fashion, beauty, and wellness are identified as main interests for younger users on Instagram
These are - Ideal for leveraging MakeUp’s striking visual nature
- Split across different segments of our target demographic

19. Tik Tok
Currently: Byredo does not have their own tik tok account. User generated content for the #Byredo Makeup hashtag is
sparse & outdated.
Influencers: Budget of £2100 affords working with 4 mid tier influencers - 1 post each; Estimated number of
impressions - half the follower count of each
Ads: We recommend in-feed video ads with some of Byredo MakeUp’s
video content
- To prevent ad fatigue - under 10 ads to be shown to a single user,
spaced out in 3 months (explanation on slide 14).

20. Instagram
Influencers:
Byredo’s Instagram is rather active; To increase engagement on it even
further, we recommend working with specific Makeup influencers to get
referring audience from their followers.
£2100 budget will allow 2 mid-tier influencer to do 1 post
Ads:
Weekly in-feed Byredo Makeup ads for 3 months (12 ads overall During Q1
2025)
- Lastly, we recommend increasing native content around Makeup
(Sample copy on next slide).

21. Copy for Instagram
Unleash your creativity.
Byredo's Desert Road eyeshadow: where minimalism
meets self-expression. This silky-smooth pigment transforms
your lids into a canvas of endless possibilities. Embrace your
unique beauty with a touch of luxury that's as individual as you
are.
Experiment. Express. Elevate.
#ByredoMakeup #DesertRoad #CleanBeauty #MakeupArt
#SustainableGlam #EyeshadowInspo

22. Email Drip Campaign
Objective - Makeup product awareness of existing Byredo
customers - sent to all byredo perfume shoppers every other
week (6 email titles).
No need to allocate budget - done easily in house.
Discovery email ->

23. Email Drip Campaign
Q1 -> Q2 2025 Utilising Cialdini’s principles for persuasion
1. Discovery email
2. Free in-store makeup tutorials every Monday
3. Last chance to get the “Dysco” Mystery box
4. Explore the new “Cupid’s tears” eyeshadow palette in time for Valentine’s day
5. The vinyl liquid lipstick is waiting for you (basket abandoner email)
6. Complimentary lip gloss with every purchase over £150

24. Budget
Budget - £20,000. Used 70, 30% model. Estimated reach: 190 829
£20 000 Chanel Estimated
impressions
Estimated reach - unique
individuals
(10 ads / user)
70% -
£14000
Tik Tok
£7000
In-feed Ads 70% £4900 612,500 61,250
Influencers 30% £2100 ½ follower count = 25 000
Instagram
£7000
In-feed Ads 70% £4900 705,035 70,503
Influencers 30% £2100 ½ follower count = 25000
30% -
£6000
Display Ads The glass magazine £2000 30,769 3,076
WSJ.com £2000 40,000 4000
Dealmoon.co.uk £2000 200,000 2000

25. Summary
Our strategy for Byredo Makeup in Q1 2025:
1. Target: Consideration stage, 18-34 female
demographic with fashion interest and openness
2. Goal: Increase awareness of Byredo Makeup,
addressing lower search volume compared to
perfumes and competitors
3. Chanels: Social media, display ads, and email
marketing to boost website traffic to industry
standards
4. Based on the allocated £20,000 budget, the campaign
will reach at least ≈190,830 individuals

26. Thank you!

27. References
1: Riley D. Byredo's Marketing Symphony: Exploring The Smart Strategy Behind The Unique Notes of Success [Internet].
Joinsky. 2023 Nov 7 [cited 2024 Nov 7]. Available from:
https://www.joinsky.co/blog/byredo-s-marketing-symphony-exploring-the-smart-strategy-behind-the-unique-notes-of-succe
ss
2: The Business of Fashion. Byredo's Ambitions to Become Beauty's Next Megabrand [Internet]. [cited 2024 Nov 8]. Available
from: https://www.businessoffashion.com/articles/beauty/byredos-ambitions-to-become-beautys-next-megabrand/[1
]
3: Zest & Curiosity. Byredo Makeup [Internet]. 2021 Jan 18 [cited 2024 Nov 8]. Available from:
https://www.zestandcuriosity.com/2021/01/18/byredo-makeup/
4: BeautyMatter. Byredo Makeup: Stories to Tell and Things to Explore [Internet]. [cited 2024 Nov 8]. Available from:
https://beautymatter.com/articles/byredo-makeup-stories-to-tell-and-things-to-explore
5: Marketing IQ. Adstock and Diminishing Returns: Non-Linear Advertising Effects [Internet]. [cited 2024 Nov 9]. Available
from: https://www.marketingiq.co.uk/adstock-and-diminishing-returns-non-linear-advertising-effects/
6: Influencer Marketing Hub. Influencer Marketing in the Beauty Industry: Stats and Trends [Internet]. [cited 2024 Nov 9].
Available from: https://influencermarketinghub.com/influencer-marketing-beauty-industry/