The situation
Allure Cosmetics had built a loyal following for their premium skincare range. The products were exceptional — dermatologist-approved, sustainably packaged, made in the UK. Customers who tried them became repeat buyers.
The problem was finding new customers. Almost all of Allure's growth came from paid advertising, and the costs kept rising. When we first spoke, they were spending over £60 to acquire each new customer — only just breaking even on the first purchase. Without repeat purchases, the business would be losing money.
What we found
Allure's website had virtually no visibility in search engines. When potential customers searched for "best vitamin C serum UK" or "sustainable skincare brands", competitors appeared but Allure didn't. This meant they were invisible to exactly the people most likely to buy — those actively searching for what they sold.
The site also had technical issues that made it slow and difficult for search engines to understand. Basic things like page titles and descriptions were missing or duplicated. The blog had excellent content, but it was buried and poorly organised.
What we did
We restructured the website around the topics customers actually searched for. We fixed the technical issues, rewrote the key pages, and created a content strategy focused on the questions customers ask before buying premium skincare.
This wasn't about tricks or gaming the system — it was about making the site genuinely useful for people researching skincare. When you answer people's questions better than competitors, search engines notice.
We also helped Allure collect and display customer reviews more effectively. For a premium skincare brand, social proof is crucial — people want to see that others with similar concerns got results.
"We'd spent years dependent on Facebook for customers. fresh.digital helped us build something more sustainable. Now half our new customers find us naturally — and they cost us nothing to acquire."
— Emma Liu, FounderThe results
Within 9 months, free traffic to the site had doubled. More importantly, these visitors were highly qualified — they'd searched specifically for products like Allure's. The cost to acquire a customer dropped from £60 to £26, adding over £320,000 to annual profit.
Allure still uses paid advertising, but it's no longer the only way they find customers. They're more resilient and more profitable.
Too dependent on paid advertising?
Let's talk about building more sustainable customer acquisition.
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