The force of a campaign is built by working on it.
Strategy, creative, management and reading the results. In the Passione Beauty project these elements are part of the daily work on the campaigns, together with the people who know the brand from the inside.
The number has a story.
The full case study reconstructs the context, the activity and the period of the measurement. That is where the result gains depth and lets you see what was done.
A campaign result takes on meaning when you read it together with the period, the scope and the work behind it. Here you find the choices that went with the project.
From a simple Facebook page to Italy's nailcare leader.
The story of Passione Beauty S.p.A. is one of the most fascinating entrepreneurial narratives in the Italian e-commerce landscape. Founded in 2011 in Vicenza under the name Passione Unghie, the company started as a simple Facebook page dedicated to nail care. What seemed like a hobby became, in just over a decade, Italy's leading nailcare brand built entirely on e-commerce.
Today Passione Beauty has over 100 employees, a state-of-the-art operational headquarters in the Vicenza area, and a catalog ranging from semi-permanent polishes to builder gels. With 438,000 Instagram followers and over 1,500 Trustpilot reviews averaging above 4 stars, the brand has built a loyal and passionate community.
The challenge: scaling advertising in a saturated market.
When Deep Marketing began its collaboration with Passione Beauty in 2024, the company was at a crucial stage for its survival. The beauty e-commerce market is notoriously one of the most competitive: high CPMs, fragmented audiences, and fierce international competition from giants like Sephora, Douglas, and Amazon Beauty.
The industry average ROAS for beauty e-commerce sits between 3x and 8x. A 10x result is already considered excellent.
That's not all: shortly before the start of our collaboration, the company had recently rebranded from "Passione Unghie" to "Passione Beauty," effectively experiencing a significant structural decline in sales, both from branding ad campaigns and organic site visits. This is perfectly typical when changing the name of such a beloved brand. Months of underperformance are expected due to degraded equity. But this simply wasn't in management's plans, so the challenge for Deep Marketing was twofold: increase sales according to the structural plan, and offset the effects of the rebrand.
“We weren't looking for a simple provider. We were looking for a team that understood the complexity of our business and thought like us: in terms of sustainable growth and concrete data.”
Passione Beauty, Marketing Director
Our strategy: science applied to advertising.
Deep Marketing was selected as the reference media agency for the entire digital advertising management. The approach was built on three pillars:
Daily A/B testing on creatives and copy. Every single day the team tested ad variants, images, headlines, and calls-to-action. In an average month, over 60 creative variants were tested.
Continuous budget optimization. The team monitored performance in real time, shifting investments between campaigns on a daily basis.
Multicountry and multi-platform management. Advertising was orchestrated across Google Ads and Meta Ads, with dedicated campaigns for different European markets.
The results: numbers that redefine the standard.
After 8 months of multichannel advertising work with growing results, supported by the Marketing Director and the content production team, in September 2024 an investment of €20,000 in the primary country generated sales of over €2 million, translating to a ROAS of 103x. During Black Friday, ROAS then reached an astonishing peak of 122x.
What comes next: international expansion.
Passione Beauty’s international expansion is already under way, with campaigns running in several European markets. From the province of Vicenza to the world, from a Facebook page to a company with more than 100 employees: the story of Passione Beauty shows that the Italian market can compete at the highest level in global online retail.
Your e-commerce has a different challenge. Let us take it on.
Tell us about your market, your offer and your goals. We start by working on the right questions.
