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Accelerated Growth: How Asambeauty Built their Winning SEA Strategy with Innkeepr.

About Asambeauty

Founded in 1963, Asambeauty blends tradition and innovation to create high-quality, grape-powered skincare.

Industry

Cosmetics & Skincare

Company Size

500-1000

Headquarters

Unterföhring, Germany

Annual Revenue

€120M

Challenge

Scaling Performance Max and its black-box nature presented Asambeauty’s SEA team with challenges in reaching new customer segments effectively, ultimately limiting growth potential.

Solution

Asambeauty used Innkeepr's AI-tailored seeds to drive growth with campaign-tailored seeds for Performance Max.

Results

35.5% Increase in New Customer Ratios (NC%)

5.1% Increase in Return on Ad Spend (ROAS)

34.9% Decrease in Customer Acquisition Cost (CAC)

Asambeauty’s Story

In 1963, Ingrid and Erich Asam embarked on a journey to create a cosmetics company rooted in tradition and innovation. From the very beginning, they established their own laboratories, meticulously developing and producing unique formulations. Their commitment to quality led them to collaborate with renowned dermatologists, scientists, and chemists in pursuit of groundbreaking ingredients, primarily derived from grapes, for advanced skincare.

Driven by a passion for harnessing the power of nature, the Asam family established Germany's first production facility dedicated to extracting OPC, cold-pressed grapeseed oil, grape cell water, and resveratrol in Landau in der Pfalz. The grapes, cultivated in their own vineyards, were carefully harvested each year. Using gentle processes, the family extracted and refined these potent anti-aging actives, setting the stage for a new era in skincare.

After a decade of dedicated research, the next generation, Mirjam and Marcus Asam, launched their own cosmetics brand, M. Asam®. Their inaugural skincare line, VINO GOLD®, showcased the culmination of years of anti-aging research, delivering impressive results in wrinkle reduction through the power of grapes. This commitment to efficacy and quality propelled M. Asam® to international success, expanding its reach to over 26 countries and captivating customers worldwide.

The Innkeepr Moment

Asambeauty recognized a vital connection between comprehensive first-party data and overcoming their growth challenges. However, with eight unique brands spanning skincare, haircare, cosmetics, and fragrance—and a network of distribution channels including retail partnerships, online stores, and teleshopping—the company’s ability to reach new customer segments was limited. The challenge was to consolidate and activate its diverse customer data to expand audience reach. The solution: Innkeepr.

How Asambeauty Uses Innkeepr

Today, Innkeepr is integral to Asambeauty’s growth strategy. By using AI-composed seed audiences, Asambeauty powers key Performance Max (PMax) campaigns for major product lines, such as Magic Finish and Aqua Intense, with Innkeepr’s impact-based seed audiences.

Before discovering Innkeepr, Asambeauty’s SEA team relied on manually managed customer lists and heterogeneous stacks of audience signals but struggled to achieve consistent and repeatable customer acquisition success.

A major shift for Asambeauty with the adoption of Innkeepr has been the ability to build tailored seed audiences for its most important product lines within PMax campaigns.

The impact of these audience signals has been transformative. “Our A/B tests clearly showed a 25 to 35% increase in new customer ratios with Innkeepr,” says Lisa Bachmann, head of SEA at Asambeauty.

Beyond improving growth efficiency, Innkeepr has also lightened the engineering team’s load in supporting CRM functionalities. Instead of constantly relying on developers to provide customer lists, the marketing team now has the independence to build and customize audience segments, enabling faster iterations and quicker time to value.

“Innkeepr’s ability to seed our PMax audience signals is incredibly powerful. We can refine and scale our campaigns in ways we never could before,” says Lisa.

Before discovering Innkeepr, Asambeauty spent hours every day manually managing customer lists. With the newly released Automations feature, these processes are now streamlined effortlessly. Innkeepr ensures that nothing slips through the cracks by automatically updating key lists and sending timely reminders when specific actions are needed.

A major breakthrough for Asambeauty has been the ability to build tailored seed audiences for its biggest product lines in Performance Max (PMax) campaigns. Additionally, the company now generates daily refreshed spend suppression lists based on recent purchaser data, ensuring ad spend is optimized and not wasted on customers who have just made a purchase.

The impact of these automations has been game-changing."We’ve saved 25 to 30% of our marketing team’s time using Innkeepr," says Lisa, Head of SEA. "It allowed us to scale our campaigns more effectively while freeing up valuable time for strategy and creative work."

Beyond marketing efficiency, Innkeepr has also reduced the engineering team’s burden of supporting admin functionalities. Instead of relying on developers, the marketing team can now independently build and customize workflows and audience segments—allowing for faster iterations and improved campaign performance.

"Innkeepr’s automation and data management capabilities are incredibly powerful. We can refine and leverage our segmentation efforts in ways we never could before," says Lisa.

"Innkeepr’s ability to seed our PMax audience signals is incredibly powerful. We can refine and scale our campaigns in ways we never could before"

Lisa Bachmann

Lead Manager SEA

"Innkeepr’s ability to seed our PMax audience signals is incredibly powerful. We can refine and scale our campaigns in ways we never could before"

Lisa Bachmann

Lead Manager SEA

"Innkeepr’s ability to seed our PMax audience signals is incredibly powerful. We can refine and scale our campaigns in ways we never could before"

Lisa Bachmann

Lead Manager SEA

Scaling Up Alongside Innkeepr

"A tool like Innkeepr is crucial for a sophisticated e-commerce player because it allows you to build and iterate your customer acquisition strategy from the ground up, and do so really quickly."

For Asambeauty, Innkeepr has quickly become a cornerstone of its tech stack, driving and supporting its scaling goals. In a short period, the company has evolved from relying on DIY custom audiences to operating a powerful and complex audience engine that fuels all performance channels.

“We know that Innkeepr will grow with us. It’s an essential strategic platform for our growth and scalability, sitting at the heart of our data,”. “Plus, their support is absolutely fantastic.”

Lisa believes that "a tool like Innkeepr is so important for a sophisticated ecommerce player because it allows you to build and iterate your customer acquisition from the ground up really quickly."

For Asambeauty, Innkeepr has quickly become an integral tool in its tech stack, driving and supporting its scaling goals. In a short time, the company has transitioned from relying on DIY custom audiences to running a powerful, complex audience engine that serves as the backbone for all performance channels.

"We know that Innkeepr is going to grow with us. It’s such a key strategic platform for us, our growth, and our ability to scale, sitting on top of our data. Also, the customer support is really great."

Lisa believes that "a tool like Innkeepr is so important for a sophisticated ecommerce player because it allows you to build and iterate your customer acquisition from the ground up really quickly."