Eco Bio Boutique

The Objective

Eco Bio Boutique is a fast-growing Italian beauty brand, driven by Simone Spizzichino and Giacomo Imperiolini and known for organic, eco-conscious skincare and cosmetics. Targeting mindful consumers who care about quality and sustainability, the brand set out to:

• Drive incremental online sales

• Improve performance efficiency

• Reach new, relevant audiences at scale

The Solution

In a landscape where beauty trends are driven by creators, tutorials, and real-time recommendations, TikTok emerged as the ideal platform for Eco Bio Boutique to share its brand story and connect with new audiences aligned with its core values of transparency and natural ingredients.

The brand implemented a comprehensive full-funnel strategy, combining consideration and conversion campaigns powered by TikTok’s Smart+ Web Conversions solution. By leveraging a data-driven approach and enhanced by AI and automation, Smart+ delivers top-performing creatives, maximizing efficiency, saving time, and optimizing budget allocation.

Following a successful initial test phase - where results outperformed manual setups - Eco Bio Boutique scaled its investment with a strong focus on both prospecting and retargeting, while maintaining a continuous creative refresh to sustain long-term performance.

To accurately measure business impact, the brand conducted a three-phase Conversion Lift Study (CLS) to validate the incremental contribution of TikTok Ads to key lower-funnel actions such as Add-to-Cart and Purchase.

From a creative standpoint, the campaigns featured short-form, native, and trend-driven videos, designed to highlight product USPs, ingredient benefits, and their role in effective skincare routines. The educational and accessible tone reinforced both brand visibility and engagement, while preserving authenticity and driving direct eCommerce conversions.

The Results

To measure real business outcomes, a sequential Conversion Lift Studies were conducted over three phases (Feb, Mar, May) to test the incrementality of TikTok ads against a control group. The study revealed consistent and statistically significant lift across all key funnel stages - from upper-funnel traffic to final purchases -, proving the real impact of Smart+ across the funnel and validating the impact of TikTok ads on driving sustainable growth over time. TikTok consistently contributed to incremental conversions, proving long-term impact and efficiency.

In particular, on average, TikTok delivered:

• +50.1% lift in Page Views (upper funnel)

• +25.7% in AddToCart and +24.3% in StartCheckout (mid-funnel)

• +20.8% in Purchase (lower funnel)

Following these impressive results, Eco Bio Boutique plans to deepen its TikTok investment by layering upper-funnel awareness campaigns on top of its high-performing performance strategy—unlocking even greater results through an always-on, full-funnel approach.