Taking the Beauty is Boring brand to the next business level

We helped Robin Black turn her Beauty is Boring blog into a revenue-generating business.


Transforming an individual opportunity into a sustainable revenue model

Celebrity makeup artist and photographer Robin Black founded BeautyIsBoring.com (BIB) as a personal artistic outlet. Fans around the globe quickly took notice and Robin became widely recognized as an industry influencer.

By collaborating with fashion and beauty brands seeking exposure for their products, Robin started to generate revenue from the blog. When Marc Jacobs Beauty approached BIB to acquire a mailing list of potential customers, BIB engaged Division Of/ to help develop a strategy that could turn this opportunity into a sustainable revenue model.

What's the best way to monetize an influencer brand without compromising content?

Leveraging an exclusive giveaway to build a targeted email list

In order to build the email list without diluting the BIB brand with promotional content, we created a giveaway that the audience would find irresistable: a special edition Mark Jacobs beauty box curated by Robin Black. This eliminated the risk of annoying followers with ads or sponsored posts and generated a valuable list of subscribers who were genuinely interested in Marc Jacobs beauty products.

Maximizing marketing spend through social sharing

We developed and deployed a media strategy to promote the contest across social media channels and seed the campaign on a network of giveaway promotion sites. Enticing ads showcasing high-end Marc Jacobs products led users to a chic, interactive landing page.

In exchange for their name and email, visitors received one entry to win the exclusive beauty box. Incentivized sharing allowed people to gain extra entries for referring friends to the contest via email, Facebook, Twitter or Pinterest. This social promotion not only grew the email list, but also increased BIB’s social media following.

Lower CPA = Increased campaign revenue

Through the successfully designed and executed giveaway campaign, we were able to:

Exceed the targeted email list KPI by 110%, Reduce the cost per acquisition (CPA) of each email to increase profits and create a repeatable revenue framework for BeautyisBoring.com.

110% Increase in Customer Engagement