A $20 Million Masterclass In Beauty Advertorials
- Jennifer Boulet
- Jan 25
- 2 min read
🕵️♀️ Don’t let its first-glance simplicity fool you:
The advertorial “5 Makeup Tips for Older Women” by pro-aging beauty brand Boom Beauty is a masterclass in beauty advertorials.
According to an interview with Ezra Firestone (one of Boom Beauty’s founders) back in 2019, this piece was ALREADY their best acquisition asset with over $20 million in ad spend and over 95% of Boom Beauty’s awareness and acquisition traffic directed to this one advertorial.
More than 5 years later, a quick review of Boom Beauty’s META ad library shows ads continue to drive traffic to this SAME advertorial, with variations running since 2021.
Its success can be credited to several key factors:
It calls out the target audience in the headline (“Older Women”).
It offers valuable information (“5 Makeup Tips”) right away, building immediate trust.
It seamlessly transitions from helpful content to product promotion.
It speaks directly to Boom Beauty’s target audience: women over 50.
The best-selling Boomstick Trio® is strategically repeated 3 times in both desktop and mobile layouts, with extra links to individual Boomsticks.
Larger, high-contrast fonts and plenty of white space make it easy for aging eyes to read, on both desktop and mobile.
Model imagery clearly matches the target demographic of women over 50 and reflects diverse ethnic backgrounds. This inclusivity challenges traditional beauty stereotypes and resonates deeply with the audience.
All of these strategies can be easily replicated—or adapted—by other brands.
Plus, here are a few more spin-off ideas you might test:
🎯 Turn it into a lead magnet.
Collect opt-ins and grow your email/SMS list.
🎯 Diversify the offer type.
The same advertorial format could drive to:
Buy Now offers
Learn More offers
Webinar sign-ups
Class sign-ups
Guide downloads
Free offers
Experiential offers
🎯 Hook with a benefit rather than a feature.
For example, instead of “5 Makeup Tips for Older Women,” try “5 Ways Older Women Are Fading Dark Spots.”
Ready to create YOUR high-performing beauty advertorial?
Boom Beauty's success with their “5 Makeup Tips” advertorial underscores the enduring power of well-crafted, audience-centric content.
When in doubt, start by modeling a known control!
At Silver Sage, we specialize in marketing solutions for beauty brands that celebrate and empower mature audiences.
Book your FREE 30-Minute Strategy Session today.
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