Case studies

Digital Advertising Powers 500+ Monthly Purchases for The Shade

The Shade was established as a convenient and cost-effective alternative to salon visits and supermarket hair dye boxes, which often contain outdated ingredients.

The Shade offers Italian-made, salon-grade hair colours that are cruelty-free, vegan, and free from harmful chemicals such as ammonia, PPD, parabens, phthalates, gluten, and SLS. To ensure optimal results, customers receive personalised colourist support available seven days a week. Products are available for both subscription and single purchase, and the brand boasts over 1,000 five-star reviews.

The hair colour market has a significant gap between high-priced, high-quality salon services and low-priced, low-quality supermarket options.

With 75% of women aged 35 and older colouring their hair, The Shade targets a serviceable available market (SAM) of 5.4 million women. According to Statista, the Australian Consumer Hair Care Market (non-salon) was projected to reach AUD $1.3 billion in 2022. Data indicates that women typically colour their hair every six weeks, highlighting a consistent demand for quality at-home hair colour solutions.

<p>With 75% of women aged 35 and older colouring their hair, The Shade targets a serviceable available market (SAM) of 5.4 million women. According to Statista, the Australian Consumer Hair Care Market (non-salon) was projected to reach AUD $1.3 billion in 2022. Data indicates that women typically colour their hair every six weeks, highlighting a consistent demand for quality at-home hair colour solutions.</p>

<p>To expand The Shade’s market reach, Glide orchestrated comprehensive digital advertising campaigns across multiple platforms, including Google, YouTube, Meta, and TikTok, targeting audiences in Australia, New Zealand, and the USA.</p>

The Shade's mission is to provide professional-grade hair colour at home at a fraction of the cost of salon services.

To expand The Shade’s market reach, Glide orchestrated comprehensive digital advertising campaigns across multiple platforms, including Google, YouTube, Meta, and TikTok, targeting audiences in Australia, New Zealand, and the USA.

Glide's digital marketing efforts yielded impressive results.

Revenue from Google Ads increased by 160%, while purchases grew by over 100%, achieving an average Return on Ad Spend (ROAS) of over 4x. Similarly, revenue from Meta Ads increased by over 300%, with purchases rising by 237%, resulting in an average ROAS of 1.92x.

<p>Revenue from Google Ads increased by 160%, while purchases grew by over 100%, achieving an average Return on Ad Spend (ROAS) of over 4x. Similarly, revenue from Meta Ads increased by over 300%, with purchases rising by 237%, resulting in an average ROAS of 1.92x.</p>

2.5x ROAS

Google & Meta

Overall, The Shade experienced over 500 average purchases per month from digital ads

With an average ROAS of 2.5x across Google and Meta platforms over the last 12 months compared to the previous period.

Through targeted digital advertising and strategic market positioning, The Shade successfully bridged the gap in the hair colour market, offering a high-quality, affordable alternative to salon visits.

Glide’s campaigns significantly enhanced The Shade’s visibility and sales, demonstrating the power of effective digital marketing in transforming consumer habits and expanding market reach.

<p>Glide’s campaigns significantly enhanced The Shade’s visibility and sales, demonstrating the power of effective digital marketing in transforming consumer habits and expanding market reach.</p>

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