SMM Cosmetics

SMM Cosmetics is a B2B cosmetics wholesaler and B2C consumer retailer in the United States. We had lots of fun working with the SMM team as we got to learn all about mineral cosmetics while designing content to help SMM customers understand the benefits.

As a company with both B2C and B2B selling, SMM Cosmetics had several goals:

• Elevate the B2C online shopping experience by bringing consistency to the content and design
• Boost search traffic
• Create marketing assets to highlight benefits and value propositions for key items/categories
• Create and grow a cosmetics blog
• Fix issues with website responsiveness

Problems

The company's consumer eCommerce website and product content were not search-optimized, causing the company to miss out on a portion of the online market looking for safer cosmetics. In addition, key benefits and value propositions for key items/categories weren't being presented as well as they could be. There was a variety of different styles and voices present on the website, which caused the homepage and key landing pages to appear cluttered and inconsistent.

Solutions

To elevate the online experience and really let the primary messaging shine, we considered the user experience for the target audience. So we softened the graphics and create a more uniform look, keeping with the brand message of pure and natural.

Next, we created new homepage banners to drive sales of the highest margin items/categories. Each banner showcases a particular line of products while highlighting the key benefits and value propositions in the design.

We developed a keyword strategy and rewrote all website and product content, integrating target keywords strategically throughout the site.

Outcome

These changes led to increased organic traffic and sales originating from search and increased sales of new and repeat visitors. There was also an increase in engagement as the new content inspired visitors to explore and learn more about the benefits of mineral cosmetics.