MAKE UP FOR EVER ran Instagram and Facebook video ads in a campaign to reach more makeup shoppers and boost brand awareness, and saw a 5.7-point lift in recall.

High-performance cosmetics

MAKE UP FOR EVER is a collective of makeup artists co-creating high-performance makeup, brushes and tools. Since 1984, it has led the way with technological, formulistic and artistic advances, while offering everyone access to its products. The brand is part of the global luxury group LVMH.


lift in ad recall


lift in brand awareness


lift in purchase intent

We knew that we had strong creative assets on our hands and that optimizations for mobile would make them efficient. We trusted the experts to help us tailor the ads for people engaging with the campaign on mobile devices. The results prove that these short, snackable assets performed exactly as we had hoped.
Boosting brand awareness

MAKE UP FOR EVER wanted to reach more online makeup shoppers, boost brand awareness and increase sales of its top-rated Ultra HD foundation.

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Building a more efficient campaign

Prior to kicking off a campaign to promote its Ultra HD Foundation, MAKE UP FOR EVER first wanted to optimize its assets to create thumb-stopping ads that captured people’s attention when viewing on mobile devices.

MAKE UP FOR EVER met with the team at Facebook Creative Shop, who reviewed the existing assets and provided guidance on modifications to boost efficacy while maintaining the brand’s look and feel. Facebook Creative Shop also shared best practices such as including persistent branding, keeping videos under 15 seconds and ensuring that messaging could be understood with sound off.

Next, MAKE UP FOR EVER teamed with Facebook Marketing Partner Social Native through the Facebook MobileWorks program―which pairs advertisers with agencies that have expertise in producing mobile-first ad creative. Social Native then repurposed the brand’s existing video assets, including content featuring a well-known beauty influencer.

For example, the agency cut a long-form video starring influencer Katy DeGroot into a short “how-to” video ad that showed her applying the Ultra HD Foundation. Social Native also enhanced the branded videos by using fast-cut motion to show closeup product shots interspersed with scenes of makeup artists applying foundation on various women, along with messaging that the product comes in 50 shades.

MAKE UP FOR EVER showed ads to US women aged 25–45, including those interested in cosmetics, cosmetology, concealer or beauty companies. It also showed ads to lookalike audiences based on the brand’s existing customers, and to people who engaged with the brand’s Instagram or Facebook pages.

The team delivered the ads in Instagram feed, full-screen Instagram Stories and Facebook News Feed, and used campaign budget optimization to automatically distribute the budget across the best-performing ad sets in real time.

MAKE UP FOR EVER determined the results of its August 9–September 12, 2019 campaign using a Facebook brand lift study, which revealed:

  • 5.7-point lift in ad recall

  • 7.2-point lift in brand awareness

  • 2.2-point lift in purchase intent