The Brazilian skincare and haircare brand Ricca, from Belliz Company, revolutionized its e-commerce by tripling its sales in just eight months. The change was made possible thanks to a restructuring carried out in partnership with Nação Digital, a company of the FCamara group. The initiative, which began in 2022, transformed the brand's digital presence and enhanced its connection with its target audience, yielding significant results in a short period.
The numbers prove the success of the strategy. During the campaign period, the brand's monthly revenue increased by 300% compared to the previous period. Furthermore, Ricca closed 2024 with a result 200% above the revenue recorded in 2023, showing that even after the campaign ended, the brand remained connected to its consumers. It is worth noting that the 286% increase in Click-Through Rates (CTR) expanded the conversion potential. The site also increased by 146% in sessions, generating more visibility and sales opportunities. Additionally, the Return on Advertising Spend (ROAS) increased by 158%, optimizing the invested resources, and there was a 57% reduction in Cost Per Click (CPC), allowing the brand to reach more consumers with the same budget.
Although established in physical retail, Ricca was facing difficulties in scaling its e-commerce channel. The company needed to convey an image more aligned with the expectations of its audience, while developing a strategy capable of increasing the visibility and relevance of the website, directly impacting digital sales.
To reverse this situation, Nação Digital and Belliz's Media and Communication team jointly developed a brandformance strategy, which involved combining brand strengthening with sales performance. The project involved detailed mapping of the purchase journey, identifying consumers' pain points and needs, and connecting them to the most suitable products.
One of the main actions was the brand repositioning campaign launched in September 2023, focusing on building credibility and reinforcing product consideration in skincare, haircare, makeup accessories, among other categories in which Ricca operates. The campaign involved the partnership of influencers and consumers who created strategic content to strengthen the audience's desire for the brand and increase curiosity during the initial interactions
Rodrigo Martucci, CEO of Nação Digital, states that team collaboration was essential throughout the entire process – from analysis to strategy implementation. "The result is incredible when we have a client willing to make it happen, a 100% committed agency to the project's success, and the necessary structure to bring everything planned to life. This teamwork is essential for us to achieve that success."
Gil Bezerra, COO of Belliz, highlights that “The strategic alignment between Belliz company and Nação Digital, aligned with the perfect connection with the purchasing journey of Ricca brand customers, were the success factors that made this project tangible.”
With the solid results already achieved, the project now moves forward to new fronts, such as content, CRM, and expansion into new digital channels. Ricca continues to seek innovations that enhance the customer experience, further consolidating its presence in the cosmetics market.
