Orange 142 helps Camille Rose Naturals turn strong brand interest into measurable online sales through a coordinated, cross-channel media strategy.
|
675% |
2,800 + |
112K |
|
Return on Ad Spend |
Online Purchases |
Add to cart events |
About Camille Rose Naturals
Camille Rose Naturals is a fast-growing consumer packaged goods (CPG) beauty brand and a Black-owned, woman-owned business founded in 2011 by entrepreneur Janell Stephens. Originally created to address her children’s eczema, the brand has grown into a nationally recognized line of more than 40 haircare and skincare products made with naturally derived, nutrient-rich ingredients.
Today, Camille Rose Naturals is available in over 300,000 retail locations across major national chains including Ulta, Target, Walmart, CVS, Walgreens, Whole Foods, and Sally Beauty, with additional global distribution in markets such as the UK, Africa, Brazil, and Ireland. Alongside its retail footprint, the brand continues to expand its direct-to-consumer e-commerce presence.
The Challenge: Closing the E-Commerce Gap
Despite strong retail distribution, growing brand awareness, and a loyal customer base, Camille Rose Naturals’ e-commerce performance wasn’t keeping pace with its in-store success. While interest in the brand was high, too little of that demand was converting into online purchases.
The brand needed to:
- Increase online sales volume
- Lower cost per acquisition (CPA)
- Drive measurable return on ad spend (ROAS)
- Build a more consistent path from discovery to purchase across channels
In addition, existing efforts treated awareness and conversion as separate functions. The brand needed a more unified strategy that could capture demand, build intent, and convert users across the full funnel.
The Solution: Signal Driven-Media Strategy
To close the gap between interest and online sales, the Orange 142 media solutions team developed a coordinated, full-funnel strategy that connected audience signals, media execution, and ongoing optimization across channels.
The team focused on a simple goal: capture real shopper behavior and act on it quickly. Campaigns were managed and optimized continuously, with performance reviewed daily to refine targeting, creative, and budget allocation.
Paid social media played a central role. Many consumers engaged with ads but didn’t convert right away. Orange 142 tracked that behavior and used dynamic creatives to show those users the specific products they had already viewed, bringing them back to complete a purchase.
At the same time, paid search campaigns captured people already looking for Camille Rose products by showing ads tied to specific product searches, helping turn that intent into purchases.
To extend performance beyond initial engagement, Orange 142 used programmatic display and remarketting to re-engage users who had already shown interest, including those who viewed products or added items to their cart.
This strategy worked because each channel had a clear role: paid social media drove interest, search captured people ready to buy, and remarketing brought shoppers back to complete their purchase. Rather than rely on static audience segments, the strategy was built around real-time behavioral signals, such as:
- Add-to-cart activity
- Product engagement
- On-site browsing behavior
Orange 142 continuously used these signals to refine who to reach and when to reach them, improving the likelihood of conversion.
Results: 675% ROAS
By focusing on real shopper behavior and acting on it across channels, Orange 142 was able to turn existing interest in the brand into measurable online sales.
- 675% return on ad spend (6.75x ROAS) from paid media investment
- 2,800+ e-commerce purchases driven by paid social media campaigns
- 112,000+ add-to-cart events, creating a strong retargeting pool
As more shoppers engaged with products and added items to their cart, Orange 142 was able to bring them back through targeted ads and convert that interest into purchases, improving overall return on media investment.
