JAFRA Cosmetics
In 1956, JAFRA Cosmetics was founded in Malibu, California as a direct selling beauty company whose hero products focused on
Royal Jelly Skincare. Since its founding. it has grown to over 500,000 distributors with its primary marketplace is Mexico where its fragrances have become a cultural favorite.
RESULTS
+ 30%
Social Follower Increase
+1,770%
Digital Program ROI Improvement
+500%
Consultant Sales and Sponsoring Activity
What Was Done
The Project: Formulate a digital environment which successfully amplifies digital channel revenue growth and consultant aquisitions.
The Challenge: 10 years of lackluster digital impacts led the organizationt to believe over 500,000 consultants didn't want to user websites or mobile phones to capture or place orders. As a result the usability of websites and promotions became increasingly complex and confusing.
The Solution :I built a 3-year digital strategy/omni-channel roadmap with my team for JAFRA's B2C, B2B and B2B2C channels. Assessed a transitionary IT-System during a multi-year migration, implemented distributor focus groups and then created a digital sales and recruitment strategy to drive near-term and future growth and a content strategy to amplify mainstream awareness of the brand.
Key Websites
First rollout of true eCommerce experience with fully incorporated consultant integration. First implementation of content strategy. Our direct to consumer e-commerce also witnessed a remarkable upswing, boasting an impressive 87% growth in first year of operation and between 18% -30% in subsequent years due to its better content, site usability and SEO positioning as a result of heatmap, confetti map, A/B testing and focus group feedback. At JAFRA this became a huge model shift and the results highlight a true achievement.
Digital Program KPI YOY Increases:
- Unique Visitors +71%
- Visits +97%
- Digital Revenue +148%
(consutant personal site and site ecommerce) - Digital Sales +122%
- New Consultant Registrations 123%
The digital program ROI improved from .7 to 12.4 and digital became a key initiative at JAFRA.
In Jafrabiz.com's first 60 days of operation:
- Average Monthly Unique Consultants increased 400%
- Mobile Channel sessions increased by 10%
- More unique consultant traffic achieved in first 30 days than its entire prior year.
Supporting Sites and Social Media
With our new website launch, "Beauty Scene" emerged, a blog featuring contributions from influential figures in women's lifestyle magazines: editors and writers from Shape Magazine, Glamour Magazine, and Vogue.
The addition of Beauty Scene to Jafra.com had a remarkable impact. As a result, our content quality boost catapulted search engine rankings, with over 30 terms reaching Google's page 1 listings. It also gained significant traction on social media.
The surge in traffic to JAFRA's sites allowed me to implement a forward-thinking content strategy. Micro-sites for products featured elements like an exclusive podcast series written by Stephanie K. Smith, the acclaimed writer behind Carnival Row and allowed for us to extend reach to on the Apple Music store.
In addition, captivating video commercials graced platforms like YouTube and Facebook, capturing the hearts and minds of our audience and ultimately leading to resounding success. For instance:
Our endeavors resulted in resounding triumphs:
- The "Perfumer's Edition" site earned both the "Above and Beyond" award from our leadership and two prestigious fragrance award nominations, cementing its place among the industry's elite.
- Our Royal Jelly skincare line experienced record growth, nearly doubling its sales compared to the previous year in part due to improved content and SEO.
- The ripples of social sharing reached a crescendo, with our social media followers surging past the 1 million mark, nearly doubling the follower count in one year over the prior 8 year effort.
JAFRA Mobile App
Additionally, I was the Product owner for the JAFRA Mobile App which launched in Jan 2019 and became the most active digital channel/platform at JAFRA
Two of four 2019 annual goals reached in Q1-19:
- 25% of active consultant base installed in 90 Days
- Consultant activity reaches 3x per day,
- Machine learning algorithms increasing daily sales/sponsoring activity by 500%.
- + 51% New Client Registrations YOY
- + 22% Daily Orders
US market sees 19% increase in growth in the first year of its operation – the largest % increase in all of JAFRA's markets.
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