Cosmetify Achieved a 421% ROI with a Digital PR Glow Up

The Challenge

JBH partnered with Cosmetify to refresh the long-running Cosmetify Beauty Index and prove that digital PR can deliver measurable commercial outcomes. With a £12,000 budget, the campaign aimed to drive both SEO growth and direct revenue impact by securing links to high-value category pages across haircare, skincare, makeup, fragrance, and discount products.

The Strategy

The strategy combined predictive trend analysis with proactive and seasonal PR, underpinned by stakeholder expertise to build trust and credibility. Using tools such as Glimpse, Pinterest Trends, and Google Trends, the team identified rising beauty trends and created media-ready stories that journalists found both timely and relevant.

Execution and Innovation

By refreshing a five-year-old index with new data points, trend-led insights, and expert commentary, JBH sustained media appetite and cracked the notoriously difficult challenge of driving links directly to commercial category pages rather than brand coverage.

Results

The campaign generated 125 high-quality links, 72% pointing to commercial pages, at a cost per link of just £96. This drove a 162% uplift in revenue and a 74% increase in traffic.

Judge's Verdict

"A standout achievement: cracking the difficult challenge of driving high-quality links directly to commercial category pages, supporting ranking and conversion rather than just generating brand coverage."

"Massively exceeded targets for traffic and revenue – broad category-level growth that proved digital PR can drive significant, measurable business success."