Colourpop
Their Story
ColourPop is an American cosmetics brand known for its innovative, trend-driven approach within the budget beauty category. With a mission to deliver high-quality, cruelty-free products at accessible prices, ColourPop designs, manufactures, tests, and packages its products at its Los Angeles headquarters.
The brand sells directly to consumers through its eCommerce site, with a curated selection also available at Ulta Beauty stores and online.
The Challenge
With an extensive product catalog and frequent bi-weekly launches, ColourPop faced several operational and marketing challenges:
- Constant in-stock and out-of-stock fluctuations
- The need to promote new product launches without disrupting evergreen campaigns
- Overlap between remarketing and prospecting audiences across multiple product lines
To sustain revenue growth and meet target ROAS, ColourPop needed a more structured and scalable approach—one that could support ongoing launches while enabling consistent performance optimization over time.
The Insights
Performance data revealed that Meta was uniquely positioned to support both ends of the funnel, making it the ideal platform for unifying acquisition and retention efforts.
Additionally:
- Dynamic Product Ads (DPA) helped identify consistently in-stock, high-performing products suitable for evergreen campaigns
- Structured creative testing showed that immersive formats, such as instant storefronts, significantly improved engagement and reduced friction in the path to purchase
- Audience overlap was limiting efficiency, highlighting the need for more intentional segmentation and exclusion strategies
The Strategy
Rise identified Meta as the most effective platform for driving both new customer acquisition and repeat purchases.
To capitalize on this, Rise developed a three-part strategy designed to create a sustainable and scalable social media framework—balancing launch visibility with evergreen performance while leveraging ColourPop’s visually compelling products and packaging.
The Solution
Rise implemented a structured, full-funnel campaign approach across Meta:
1. Campaign Structure to Balance Launches and Evergreen Products
- Tested a broad product catalog using DPA to identify top-performing, in-stock items
- Built evergreen campaigns around consistent best sellers
- Created dedicated launch campaigns for each bi-weekly release, with tailored creative and targeting
- Leveraged Campaign Budget Optimization (CBO) to efficiently allocate spend
2. Creative Testing Framework
- Established a consistent testing process across campaigns
- Tested multiple ad formats and messaging variations
- Introduced high-performing formats like instant storefronts to increase engagement and streamline conversion
3. Audience Strategy for Full-Funnel Efficiency
- Expanded prospecting through lookalike and broad audiences
- Refined retargeting with strategic exclusions
- Implemented a waterfall exclusion approach to prioritize lower-funnel audiences and reduce internal competition
The Results
This structured approach enabled ColourPop to scale its bi-weekly launches while maintaining strong evergreen performance. By reducing audience overlap, improving creative effectiveness, and leveraging Meta’s full-funnel capabilities, the brand achieved a more efficient and sustainable path to revenue growth and ROAS.
