Cosmetics
Jones Road Beauty
+45% quiz completion; scaled Miracle Balm with mature-skin AEO.
Problem & context
Targeting mature demographics required an entirely different digital approach than the trend-heavy, cluttered marketing of Gen-Z beauty brands.
A stripped-down, performance marketing strategy focused on simplicity, transparency, and high-converting educational tools.
Objectives
Lower CAC and increase the completion rate of their crucial Find Your Shade quiz.
Challenges
Designing an interface intuitive enough for older demographics while maintaining a chic, high-end editorial feel.
Solution
Applied extreme Apple-level minimalism to all landing pages and quizzes. Removed all distracting animations and pop-ups. Executed an AEO strategy to answer specific queries regarding makeup for mature skin, directing users to pages that prioritized legibility and high contrast.
Impact
Increased quiz completion rates by 45% and drove massive scale in their core Miracle Balm product line.
Marketing stack
AEO, Typeform/Octane AI, Meta Ads, Klaviyo
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Average ROAS
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Revenue Generated
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Industries Dominated
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CASE STUDIES
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