The Clever Beauty adventure began during the studies of Maëva Bentitallah, its founder. Trained as a cosmetics laboratory technician, she saw her mother - a great fan of nail polish - transferring the remains of her nail polish into other bottles in order to finish them. Except that... it's dangerous to handle such chemical solvents!
It turns out that 80% of the ingredients in conventional nail polish come from the oil industry. Yes, we're talking about the same ingredients as for car bodies. Mixing different nail polishes together is perilous: it can create unexpected reactions.
However, Maëva observes that her mother is right: the annual waste of varnish is enormous and is estimated at 200 tons per year. She therefore decided to launch her project in parallel with her studies and relied on the Pépite scheme, the network of student entrepreneurs.
Its first product: a bottle of varnish, with an anti-waste cap that allows the varnish to be used to the end. The packaging is also entirely recyclable. In order to maintain the company's eco-responsible approach, it also manufactures 100% in France and is socially committed, employing disabled people for certain stages of the manufacturing process.
Three years after its creation, the company has developed well: 4 people in the team, new products (solvents and dissolvers) and a presence in 168 retailers in 7 countries.
Despite its strong positive development, the company did not have a digital strategy in place until it met Silvr. The Ecommerce site was working on the whole but not much more. Maëva took care of the advertising herself. The site lacked investment and structure. In addition to financing her advertising campaigns, Maëva needed support to become visible online. It was at Silvr that she found what she needed to increase the digital growth of her company , thanks to Silvr's network of partners.
I find Silvr revolutionary! No bank would have followed me on this type of financing. Especially when they can provide us with global support. I needed to professionalise my advertising and they advised me to use a digital agency. I reached the expected ROI in barely 3 months!
Maëva, founder of Clever Beauty
Following Silvr's funding, Clever Beauty has a digital strategy that works, with concrete evidence from its tests. A real asset for this company, in the process of raising funds.
The strategy that Silvr has put in place with Clever Beauty has been deployed progressively, starting with small budgets. This allowed us to test the overall advertising performance, analysing the KPIs after each campaign. The funding became more and more important as time went by. It also allowed Maëva to reach her sales targets. Sales attributed to marketing have jumped: + 501% in January 2021. Thanks to Silvr, the founder was able to deploy the full potential of her project. On her own, she would never have been able to invest so much in her digital strategy.
With a structured digital strategy and the first results obtained, I was able to reassure incoming investors about the company's model. My turnover in January 2021 has increased by 78%. A year ago, I would not have had the same assets to convince investors. Thank you Silvr!
Maëva, founder of Clever Beauty
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