“We worked hand-in-hand with Taboola’s accountteam to manage our content distribution channels
and closely monitor all campaigns. As a result, wewere able to maintain strong performance, map newopportunities, and execute our strategies quickly.”- Evelyn Moreto, Gerente de Conteúdo, Grupo Boticário

94%

Increase in Viewable
Clickthrough Rate for
Beauty Campaign

56%

Increase inAverage Viewable
Clickthrough Rate
B E AU TY

Beleza na Web Increases vCTR by
94% with Taboola Contextual Targeting17%

Decrease in Costper ClickCOMPANY
Beleza na Web (Beauty on the Web) is the largest beauty
platform in Brazil, offering its own technology and products inhair, perfume, makeup, skincare, wellness, and health.

CHALLENGE
Increase traffic to Loucas por Beleza (Crazy for Beauty)
blog, using distribution channels other than social
media platforms.
SOLUTION
Use Taboola native ads and contextual targeting toreach audiences across relevant publisher sites andinterest areas.
RESULTSWith Taboola, Beleza na Web was able to increase
vCTR by 94% for beauty campaigns and 56% overall.
They also decreased CPC by 17%.

Beleza na Web Promotes Editorial Beauty Contentwith Taboola Recommendations

Introduction
Beleza na Web (Beauty on the Web),
founded in 2008, is the largest beauty
platform in Brazil, with its own technology
and products in hair, perfume, makeup,skincare, wellness, and health. In addition
to its robust e-commerce platform, Belezana Web operates two physical stores, inSão Paulo and Curitiba, and plans toexpand in 2023.
Beleza na Web provides access to someof the largest beauty and cosmetics brands
on the market, including Grupo Boticário,Acquaflora, Balenciaga, and Dior.Beleza na Web Launches Taboola Native Ads
Across Beauty and Fashion Sites
Content creation and curation are important pillars of the Beleza na Web
brand. Its blog, Loucas por Beleza (Crazy for Beauty), has become a go-toreference in the market, publishing daily articles in partnership with brands,influencers, and industry experts.
To reach more customers with this high-quality editorial content, theywanted to look beyond the usual distribution channels of social and search.
That’s when they found Taboola.
As a leading content discovery platform, Taboola helps over 15,000
advertisers get in front of 500M+ daily active users across the open web.
Beleza na Web knew that Taboola’s premium publisher partnerships andhands-on service would provide the visibility they needed to drive traffic totheir blog.
To start, Beleza na Web and Taboola launched an always-on campaign,
distributing native ads to customers interested in fashion, beauty, andcosmetics. They made sure to only reach readers on industry-relevant sites,such as Revista Quem and Contigo.

The ads included engaging copy like “simple and easy,” “learn how,” and“discover, ‘ inviting customers to click through to editorial landing pages.
On each page, visitors could learn more about trending beauty techniques
like applying fake eyelashes, using satin hair caps, and creating vibrantdesigns with liquid eyeliner.

Beleza na Web Increases Website Traffic with
Taboola Contextual Targeting
Beleza na Web and Taboola also launched a specific campaign foraudiences interested in “Big Brother Brazil,” a popular reality show. With
contextual targeting, advertisers can reach people based on the kinds ofarticles and topics they’re engaging with.
For this campaign, Taboola distributed native ads across articles relating
to “Big Brother Brazil,” reaching only those who were clearly interested
in the show. As a result, they saw a 56% increase in viewable
clickthrough rate (vCTR) and a 94% increase in vCTR in the“beauty” category alone. They were also able to lower theircost-per-click by 17%.
The brand plans to continue working with Taboola in 2023, running thesame strategy and budget to further increase website traffic. They lookforward to reaching new audiences across even more verticals and finding
new opportunities for contextual outreach.