PARSA Haar- und Modeartikel GmbH

Naturally and sustainably beautiful. National beauty campaigns in online and social media

PARSA Haar- und Modeartikel GmbH is the European market leader in beauty products, including hair and body care, accessories, cosmetic tools, nail care, and bath accessories. The company launches around 30 product innovations annually, with a strong emphasis on sustainability. PARSA Beauty avoids synthetic materials whenever possible, opting for environmentally friendly substances in production.

To promote PARSA Beauty’s innovative range across Germany, a national online campaign was launched in autumn 2019. A year later, PARSA Beauty’s “Nature Love” product line was nominated for the “Prix de Beauté 2021” by COSMOPOLITAN. To boost voting, the company tasked us again with media planning and execution, leading to a high-reach social media campaign.

An overview of our collaboration

Since 2019, we have been planning and executing large-scale online and social media campaigns for PARSA Beauty.
To increase brand awareness, we use nationally broadcast display banners and video ads.
To draw attention to the voting for the “Nature Love” product line at the “Prix de Beauté 2021” by COSMOPOLITAN, we opted for targeted Instagram ads and stories.
Always focusing on beauty-conscious women as the target audience.

Online

To achieve the highest possible reach, click-based display ads were deployed nationwide on various websites and news portals—both on desktop and mobile. These display ads were complemented by branded interactive videos, which are clickable banners with integrated video content. In both cases, the ads were targeted to contexts focused on women.

More about ONLINE ADVERTISING

Social Media

The campaign for the “Nature Love” product line and its nomination at the “Prix de Beauté 2021” by COSMOPOLITAN had two main objectives, which guided the selection of advertising formats. Instagram Carousel Ads primarily informed about the new product line and encouraged purchases, while Instagram Stories Ads directly called for participation in the voting. The campaign was nationwide, targeting women aged 18 to 44 who are interested in cosmetics, sustainability, and trends in this field.

More about ONLINE ADVERTISING

Strategy & Concept

PARSA Beauty's strategy focuses on informing both potential new customers and existing customers about product innovations and the company's sustainability approach. The goal is to guide them to the website and encourage purchases. Additionally, the campaign aimed to secure votes from the beauty-oriented target audience for the "Prix de Beauté 2021" by COSMOPOLITAN. Read more

Media planning

Together with PARSA Beauty, we developed differentiated placement plans based on campaign objectives, targeting relevant environments for the audience. We focused on cost-efficient budget allocation and precise audience targeting. These tailored media plans aim to maximize visibility for every media euro spent. Read more

Media buying

In media buying, we prioritize securing the best possible placements across different providers. We handled the entire purchasing process for PARSA Beauty, from negotiations with marketers to final placement. Our focus was always on the efficient distribution of the campaign budget, ensuring effectiveness and alignment with the target audience. Read more

Implementation

We manage and optimize all campaigns for PARSA Beauty, handling not only the transfer of advertising materials but also coordinating all further arrangements with providers. Read more

Reporting

During the campaign, we regularly provide optimization recommendations to make the most of the budget. After the campaign concludes, we review the results with PARSA Beauty to compare them with the expected outcomes. The client receives a comprehensive final report. Read more

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