The Brazilian skincare and haircare brand Ricca, from Belliz Company, revolutionized its e-commerce by tripling its sales in just eight months. This change was made possible through a restructuring conducted in partnership with Nação Digital, a company of the FCamara group. The initiative, which began in 2022, transformed the brand’s digital presence and improved its connection with its target audience, delivering significant results in a short time.
The numbers prove the strategy’s success. During the campaign, the brand’s monthly revenue grew by 300% compared to the previous period. Additionally, Ricca closed 2024 with results 200% higher than its 2023 revenue, demonstrating that even after the campaign ended, the brand remained connected to its consumers. It’s worth noting that the 286% increase in Click-Through Rates (CTR) enhanced conversion potential. The website also saw a 146% increase in sessions, generating greater visibility and sales opportunities. Furthermore, Return on Advertising Spend (ROAS) rose by 158%, optimizing invested resources, while Cost Per Click (CPC) dropped by 57%, allowing the brand to reach more consumers with the same budget.
Despite being established in physical retail, Ricca faced challenges in scaling its e-commerce channel. The company needed to convey a more aligned image with its audience’s expectations while developing a strategy to increase the website’s visibility and relevance, directly impacting digital sales.
To reverse this situation, Nação Digital and Belliz’s Media and Communication team jointly developed a brandformance strategy, which combined brand reinforcement with sales performance. The project involved detailed mapping of the purchasing journey, identifying consumer pain points and needs, and connecting them to the most suitable products.
One of the key actions was the brand repositioning campaign launched in September 2023, focusing on building credibility and reinforcing product consideration in skincare, haircare, makeup accessories, and other categories where Ricca operates. The campaign partnered with influencers and consumers who created strategic content to strengthen public desire for the brand and boost curiosity during initial interactions.
Rodrigo Martucci, CEO of Nação Digital, states that team collaboration was crucial throughout the process—from analysis to strategy implementation. “The result is incredible when we have a client willing to make things happen, an agency 100% committed to the project’s success, and the necessary structure to bring all plans to life. This joint effort is essential to achieving such success.”
Gil Bezerra, COO of Belliz, highlights that “The strategic alignment between Belliz Company and Nação Digital, combined with a perfect connection to Ricca’s customer purchase journey, were the key success factors that made this project viable.”
With solid results already achieved, the project now moves into new areas, such as content, CRM, and expansion into new digital channels. Ricca continues to pursue innovations that enhance customer experience, further strengthening its presence in the cosmetics market.
