Cosmetology | Targeted Advertising Setup / US

The client is Ruta Naturals, a cosmetology practice in Chicago led by a licensed cosmetologist. The business specializes in advanced facial treatments, including signature customized facials, HIFU (High-Intensity Focused Ultrasound) for non-surgical double chin removal, and Radio Frequency facials.

Work Performed on the Project

Based on the initial brief and market analysis, a comprehensive setup for the targeted advertising campaign was completed.

• Audience Selection and Targeting:
  • • Geographic and Demographic Targeting: The campaign targeted users residing in Chicago and a surrounding 80 km radius.
    • Audience Segmentation: Three distinct audience segments were developed based on age and potential needs:
      • • 18-34 years old: Users interested in maintaining youthful and beautiful skin.
        • 35-54 years old: Users looking to address issues like a double chin and improve overall skin condition.
        • 55-65+ years old: Users focused on skin improvement and rejuvenation.

      

   

  • Interest-Based Targeting: Detailed targeting was configured for each service (Signature Facial, HIFU/Double Chin, Radio Frequency Facial) using a combination of interests such as Cosmetology, Beauty salons, Spas, Face, Skin care, Anti-aging cream, and behaviors like Engaged Shoppers. To refine the audience, users with «Cosmetology» listed as a job title were excluded.

   

• Ad Creative and Copy Development:
  • Advertising campaigns were launched across Facebook and Instagram, including placements in feeds and Stories.

Ad copy was created to highlight the unique benefits of each procedure. For example:

• • HIFU: «Enjoy our Summer offers and get ready for the travel season! Try HIFU today and say ‘Bye-bye’ to that double chin! 👋».

 

• • Signature Facial: «Getting your glowing skin back is easy when you work with the latest and most advanced facial rejuvenation and natural solutions.».

• • Radio Frequency Facial: «Lifting, tightening, and enhancing the face is easy… Radio Frequency Facial TONES AND TIGHTENS SAGGY SKIN With the most advanced technology.».

 

• • Offers were developed based on the client’s pricing, such as proposing a gift (Signature Facial) with the purchase of a HIFU procedure.

 

 

Commentary

The campaign was structured to test three key service offerings across different audience segments and platforms. The initial setup focused on generating leads directly within Meta’s ecosystem due to the client’s website being under development.