A clean sweep for a clean beauty retailer

How Credo Beauty utilized user-generated video reviews in a 360 marketing campaign to boost sales 23%, increase ROAS 40-50% and more.

Product Category:

Complexion Makeup

Problems:

Foundation shade selection;

Lack of visual social proof from diverse customers

Solutions:

Shade Matching Quiz; Video Review API; Authentic content for paid ads

Results:

+23% Sales, +126% Time on Site

Credo Beauty pioneered clean beauty with the strictest standards for ingredients and packaging in hopes that in the future, "all beauty will be clean beauty". With this mission in mind, Credo launched EXA Beauty, a private label brand, in August 2022, with 43 inclusive foundation shades.

Together with Hue, Credo and EXA are enforcing their leadership in omnichannel technology & innovation. With the rise of short-form video platforms, customers seek authentic usergenerated video reviews from people like them before purchasing. Hue helped Credo utilize short-from video to engage and convert customers on e-commerce, to improve foundation shade matching and to boost their KPIs.

Problem & Solution

More than 80% of shoppers find it difficult to find their foundation shade match online as foundation ranges become more expansive, many with over 50 shades. As a result, online foundation conversion rates are below industry average at <2%, with above average return rates >15%. Hue's video-focused e-commerce tech was the perfect solution for Credo's shade matching challenges.

Prior to partnering with Hue, Credo offered product quizzes and written reviews, which lacked the visual proof that customers need to assess whether shades match their skin tones. In fact, 88% of shoppers want to see products on someone like them before purchasing. As a result, customers were leaving the product pages without checking out to view video reviews on social media.

“Quite impressed by Hue. Lots of software on shade matching aren’t as reliable. It was accurate for me!”

@whitneymadueke, customer review

Hue offered a comprehensive, hassle-free way for Credo and EXA to source and embed 115 usergenerated videos on EXA's product page to engage and convert customers. Hue's video-centric recommendation quiz matches customers, with 92% accuracy, to their best matched shade, and also matches customers to video reviews of customers who share their same skin tone and beauty characteristics. Also, Hue integrated a video review module that customers can sort and filter to view testimonials from people like them without leaving the retailer's e-commerce.

Credo 360° Activations

Impact & Results

Just three months after launch, Credo saw a 23% increase in sales across all platforms, with 30-40% of orders from customers who used Hue. Page traffic increased, driven by ads, social buzz, PR, and events promoting Hue video-centric shade matching experience with a 126% increase in time spent on site.

Hue's video-centric recommendation quiz for EXA's High Fidelity foundation has 92% accuracy, with 22% of people adding to cart from the quiz. Even more, 57% of the emails collected were new Credo customers.

Hue helped Credo attract and convert more diverse customers, evidenced by a 3.3x increase in sales of shades in the Deep range. Lastly, paid advertising that used Hue content were among Credo top performing ads in 2022.

“When customers see how a real person like them looks in the product they are shopping it gives them the confidence to check out online.”

- Sheena McIntyre, Director, Private Label at Credo

Click here to view Hue Shoppable Video on Credo Beauty's website via the Exa High Fidelity Foundation product page.

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