From a simple Facebook page to Italy's nailcare leader.
The story of Passione Beauty S.p.A. is one of the most fascinating entrepreneurial narratives in the Italian e-commerce landscape. Founded in 2011 in Vicenza under the name Passione Unghie, the company started as a simple Facebook page dedicated to nail care. What seemed like a hobby became, in just over a decade, Italy's leading nailcare brand built entirely on e-commerce.
Today Passione Beauty has over 100 employees, a state-of-the-art operational headquarters in the Vicenza area, and a catalog ranging from semi-permanent polishes to builder gels. With 438,000 Instagram followers and over 1,500 Trustpilot reviews averaging above 4 stars, the brand has built a loyal and passionate community.
The challenge: scaling advertising in a saturated market.
When Deep Marketing began its collaboration with Passione Beauty in 2024, the company was at a crucial stage for its survival. The beauty e-commerce market is notoriously one of the most competitive: high CPMs, fragmented audiences, and fierce international competition from giants like Sephora, Douglas, and Amazon Beauty.
The industry average ROAS for beauty e-commerce sits between 3x and 8x. A 10x result is already considered excellent.
That's not all: shortly before the start of our collaboration, the company had recently rebranded from "Passione Unghie" to "Passione Beauty," effectively experiencing a significant structural decline in sales, both from branding ad campaigns and organic site visits. This is perfectly typical when changing the name of such a beloved brand. Months of underperformance are expected due to degraded equity. But this simply wasn't in management's plans, so the challenge for Deep Marketing was twofold: increase sales according to the structural plan, and offset the effects of the rebrand.
“We weren't looking for a simple provider. We were looking for a team that understood the complexity of our business and thought like us: in terms of sustainable growth and concrete data.”
Passione Beauty, Marketing Director
Our strategy: science applied to advertising.
Deep Marketing was selected as the reference media agency for the entire digital advertising management. The approach was built on three pillars:
Daily A/B testing on creatives and copy. Every single day the team tested ad variants, images, headlines, and calls-to-action. In an average month, over 60 creative variants were tested.
Continuous budget optimization. The team monitored performance in real time, shifting investments between campaigns on a daily basis.
Multicountry and multi-platform management. Advertising was orchestrated across Google Ads and Meta Ads, with dedicated campaigns for different European markets.
The results: numbers that redefine the standard.
After 8 months of multichannel advertising work with growing results, supported by the Marketing Director and the content production team, in September 2024 an investment of €20,000 in the primary country generated sales of over €2 million, translating to a ROAS of 103x. During Black Friday, ROAS then reached an astonishing peak of 122x.
The future: international expansion.
Passione Beauty's international expansion is already underway, with active campaigns in several European markets. From Vicenza to the world, from a Facebook page to a company with over 100 employees: the Passione Beauty story proves that the Italian market can compete at the highest levels in global e-commerce.
“A 103x ROAS is not luck. It's the result of a rigorous method, daily testing, and budget management that leaves nothing to chance.”
Deep Marketing Team
