FACE Stockholm

“In the early 1980s, FACE Stockholm founder Gun Nowak owned three of the hippest fashion boutiques in Sweden. FACE Stockholm grew out of her frustration at not being able to find makeup to match the neon fashions of the time. “I didn’t set out to do makeup” says Nowak, “but I wanted every color and I couldn’t find them anywhere. I saw the opportunity.” Starting with her first shop in 1982 in Stockholm, FACE Stockholm was an immediate success.

Putting makeup on a woman is such an intimate experience,” says Martina. “Rarely do you get so close to someone — maybe with your doctor or your family — but it’s a beautiful interaction. It allows you to see who people really are. And I think this interaction is the essence of what FACE Stockholm is all about: making women feel good about themselves. That is the part of our work that we both love.”

“I don’t think we would enjoy the work as much if it weren’t for a deeper purpose,” says Gun. “I think makeup is wonderful and fun because it can be like theater — it allows you to play and to act out whatever you want to be. But the most the important thing that we want to express to our customers is that we are all beautiful, in one way or the other.”

FACE Stockholm is still owned and operated by mother/daughter duo Gun & Martina and is now available at over 100 locations worldwide.

The Opportunity

FACE Stockholm is an international luxury makeup company. They are based in Stockholm, Sweden and have offices here in the US, as well. FACE came to us because their online sales were steadily decreasing over time. In the brick and mortar world, they were established and globally successful, but online, something was missing. They knew to be truly successful, and simply to keep up, in our increasingly technologically driven world, they had to make a change. They had an online store, but weren’t getting what they needed to out of it; and that meant their customers weren’t, either.

The Strategy

When coming into such an established brand, we know the most important thing is to immerse ourselves in that brand’s culture. We got to know FACE Stockholm’s products, of course, but we also got to know their business ethics, and their wants and needs as an ever-growing company. They are a makeup company, but that is only their product, not who they are as a business. From there, we worked to discover their target customer and the best way to not only attract more new business, but also to more fully retain their existing customer base. To do that, we used the following strategies:

  • Digital Strategy Consulting
  • Search Engine Optimization
  • Conversion Mapping
  • Facebook Ads
  • Google Adwords
  • Infusionsoft Marketing Consulting
  • Custom Website Coding & Integrations Consulting

The Results

Changing the direction of a company doesn’t happen overnight. It is a long-term investment, requiring a great deal of time and effort on both sides in order to gain actionable information. However, when it all comes together, as it inevitably does, it is well worth the effort! Working with FACE Stockholm has been an amazing journey, a journey we’re happy to still be on. We began work as a team in January of 2016 and the numbers speak for themselves. We track improvements on a quarter by quarter basis and will continue to update these records as time goes on.

Growth Year over Year 2016/2017:

27.45% increase in revenue 

50% increase in conversion rate

4.6% increase in email conversion rate



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