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Case Study: 
COHERE BEAUTY

From merger to market momentum

“

This new advertising campaign perfectly reflects the Cohere Beauty difference in helping emerging beauty brands reach their full potential in an ever-changing market. Not only did the campaign build awareness, it delivered significant leads. This was a true investment in our future, and it paid off.
Christine Staples, CEO, Cohere Beauty

OVERVIEW

Driving awareness and generating leads for the new kid on the beauty block

WHAT WE DID

  • Positioning
  • Content Development
  • Print
  • Media Planning
  • Paid Media
  • Research
  • Strategy
For mid-sized beauty and personal care brands, from startup to success story and everywhere in between, choosing the right supplier is vital to making a mark in a notoriously competitive space.

Formed from the merger of four leading manufacturers, newly established Cohere Beauty was looking to introduce themselves to the market. And they had a lot to offer to potential partners. Seamless access to product formulation? Check. Regulatory guidance? Check. Quality production processes and packaging expertise? Check.

They just had one more box to tick: getting on the radar of prospects.

RESULTS

8.25%

Google Paid Search CTR

$2.43

CPC

338

Total Leads
A tiny glass bottle filled with amber liquid hangs from a tree branch against a dark green, blurred background, creating a mystical atmosphere.

A beautiful start

And ticking that box required nothing less than out-of-the-box thinking.

That’s where Simon/Myers stepped in. Our north star for every tactic, strategic insight, audit component, media plan, and concept was to drive awareness to generate leads. From this, we arrived at one common theme to carry across every creative execution: Cohere brings beauty brands to life.

Going more than skin deep

A powerful, overarching theme required an even more powerful foundation: one built on key metrics and measurable performance goals.

Each step of the process informed the next. A brand audit captured target audience, customer, and sales data, helping to inform both the channel strategy and creative brief. Media planning helped narrow down where the core “Cohere brings beauty brands to life” message would most deeply and efficiently resonate with prospects on the hunt. This thorough, consistent messaging, carried across all tactics, was a key part of driving leads.

An easy-on-the-eyes campaign

Striking visuals brought the core message to bear across traditional and digital platforms as varied as social media, sponsored emails, and print — all alongside a standout trade show presence crafted by our SMX team.
A beauty brand exhibition booth showcasing skincare products on countertops and shelves. The design features a soothing pastel color scheme with a company logo and informational display screens. A seating area is positioned to the right.

Results that spoke for themselves

Putting Cohere at the forefront of the industry wasn’t just about big ideas. It was about big numbers. 

A Google Paid Search CTR of 8.25% shattered the 3.17% industry average. Cost per click? A budget-friendly $2.43 compared to the $2.69 norm. But the true highlight? 338 qualified business leads driven straight to Cohere’s door, thanks to a smart blend of search, trade publication, and LinkedIn tactics.
Collage image for Cohere Beauty, featuring a beauty serum dropper emerging from a stone on the left, and a carved stone sculpture with a bottle imprint on the right. Text: "Bringing beauty products to life" and "See how we're carving out niches for beauty brands.

On the radar

With overflowing inboxes and a wave-making introduction to the dog-eat-dog world of beauty, it was clear Cohere’s campaign made one hell of a case to prospects. 

And now, with their pipeline more than full, it was time for them to bring those leads, and brands, to life.
An open magazine on a wooden table. The left page displays a beauty product ad featuring a bottle with a gold top and the text "Bringing beauty possibilities to life." The right page highlights collections and articles about culture and antiques. A small potted plant is visible to the side.

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