CASE STUDY

Digital marketing strategies for the cosmetics industry

AZIENDA:Esperis

CATEGORIA:B2B medical sector

For almost 100 years, Esperis has been delivering innovation and excellence in the field of cosmetic research and the pharmaceutical industry.
Unlike many companies that merely resell third-party products, Esperis — with its deep-rooted experience in the sector — is also a manufacturer of its own essential oils, plant extracts, and fragrances. This makes the company a true partner and point of reference for its clients.

RESULTS

In just one year of intensive work, thanks to a tailor-made strategy focused on B2B digital marketing for the cosmetics sector, Esperis achieved:
+418 business contacts (leads) from Italy and abroad;
+93% organic traffic from Italy;
+61% organic traffic from abroad.

* Data from July 2020 to July 2021.

CUSTOMER SATISFACTION

“We got Cdweb’s contact from one of our client companies that had achieved excellent results with them. Cdweb generated over 400 business contacts in one year, which translated into a significant increase in revenue despite the pandemic.”

— ANTONELLA ROSSI

THE CHALLENGE

The cosmetics sector is certainly one of the most competitive because, in addition to companies involved in retail sales of personal care products, it includes many B2B companies engaged in the production of raw materials, as is the case with Esperis.

The main challenge of the project was to outperform competitors in Italy and abroad — especially in the generation of new sales contacts and leads — while also increasing brand awareness for Esperis, based on quality production and environmental responsibility.

THE PROJECT

1. RESTYLING SITO WEB + CRO

The performance improvement started with the restyling of the website: targeted UX and UI interventions allowed us to create a neat and recognisable layout, but above all easy to navigate for the user.

The site was optimised for mobile and tablet navigation, and the application of the correct call to action was key to optimising the conversion rate.

2. SEO STRATEGICA ITALIANA E INTERNAZIONALE

The digital marketing strategy aimed at increasing Esperis’ visibility and finding new customers online continued with the bilingual SEO optimisation of the site (in Italian and English).

This delicate phase involved us both on a technical level, with a thorough revision of the keywords on each page, and on the content level, with a rewriting in SEO terms.

The site is now easy to read and Google friendly: it is on the first page of Google Italy for top keywords such as ‘cosmetic raw materials’, ‘raw materials for perfumes’, ‘essential oils producers’, etc. Su Google UK with “cosmetic raw material wholesalers”, “natural cosmetics raw materials” ecc.

Customer site www.esperis.it

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