Here's How Sephora Used Bestsellers to Increase ROAS by 43%

Sephora’s Brazilian e-commerce site is large and highly popular, yet there was still room to better optimize the dynamic campaigns they were running. The goal was clear: increase revenue and unlock a stronger return on investment.

To make this happen, Sephora needed deeper visibility into product performance—along with a scalable way to turn those insights into action across their campaigns.

ROI Hunter started by onboarding Sephora with Product Insights. This feature collects product-level data across multiple channels and brings it together within ROI Hunter as a single source of truth—giving Sephora a much clearer view of what was really driving performance.

This approach delivered several key benefits. By centralizing data, Sephora could easily use insights from Google Analytics to inform their Facebook campaigns—and vice versa. Access to product-level performance also meant they could move beyond a high-level view of campaign success and understand how each individual product was truly performing.

With this richer dataset, Sephora could filter their catalog by virtually any metric and quickly build product sets optimized for specific goals, such as bestsellers or most profitable items. These sets stayed automatically updated as new products were added to the catalog.

Using Product Insights, Sephora identified their top 20% best-selling products based on Google Analytics data and created a dedicated product set for Facebook campaigns. This allowed them to control exactly which items were promoted. During Black Friday prospecting, customers were shown ads featuring only Sephora’s most popular products—significantly increasing the likelihood of conversion.

Next, Sephora used ROI Hunter’s Template Editor (TEDI) to create a dedicated Black Friday template. TEDI enables teams to build dynamic ads in minutes without the need for a graphic designer, while also allowing promotions to be scheduled in advance and enhanced with flexible if/then conditions.

With their bestseller product set in place and a Black Friday template optimized for performance, Sephora was able to significantly elevate their Black Friday campaign. They reduced promotional spend by nearly 17%, while simultaneously increasing both revenue and transaction volume by 14%. Most impressively, the campaign concluded with a 43% increase in ROAS.