Established in 1975, Beauty Base is a privately owned family run retailer of fragrance and beauty products. Renowned for its heritage and innovation, Beauty Base was one of the first fragrance retailers to develop the specialised self-service ‘open-sell concept’ in the world. Specialising in premium brands, the retailer aims to offer unbeatable prices and an unparalleled customer experience, both online and in their high-end London stores.
Our first step was to immerse ourselves in the needs and ambition of the Beauty Base brand and develop a thorough understanding of the beauty & fragrance industry. We needed to increase the online visibility of the brand whilst ensuring that we gained online coverage from relevant, quality sources.
Our solution to the challenge was to capitalise on the demand for editorial content related to beauty products. From existing knowledge of the industry, our outreach team were aware of the extremely high demand from industry editors and journalists, for consumables in this vertical. Publications are often looking for products to test, review and giveaway so our role was to facilitate the fulfilment of any relevant opportunities.
Google’s algorithm may be changing all the time but their guidelines have, at their core, been fairly constant. Being careful to adhere to rules around product reviews and compensated linking, we worked with various PR services to highlight opportunities and individually pitched journalists to provide comment on key industry topics and create supporting content.
The defined approach was followed for a number of months, stimulating a steady stream of ongoing coverage and eventually leading to the substantial growth of the site’s overall backlink profile. This subsequently had an effect on organic sessions and, most importantly, the business’ bottom line.