Beauty · Sales · India-wide

Maybelline

76% verified beauty buyer clicks — 17% above the beauty network baseline.

Valid Click Rate

76%

vs 65% baseline — 17% better for beauty

Click Quality Improvement

↑17%

beauty purchase intent verified

No Invalid Clicks Invoiced

1,351 invalid clicks — never invoiced

CPC Transparency

100%

fixed price on verified beauty buyers only

Challenge

Beauty clicks are cheap. Genuine lip-gloss buyers are not.

Maybelline's Lifter Gloss campaign needed women with genuine purchase intent — not beauty browsers clicking sale banners. Beauty has the highest low-quality click rate of any consumer vertical.

Beauty category leads all verticals in invalid clicks

Cosmetics campaigns attract the highest bot click rates — standard networks bill without filtering any of it.

Sale offers attract low-intent window shoppers

A discounted lip gloss brings curious clickers, not buyers — volume goes up, conversion stays flat.

Texture and finish cannot be communicated in an ad

Lip gloss purchase is driven by seeing the product on lips, in motion, in real lighting — not a product shot.

High brand awareness didn't translate to active purchase

Maybelline is known — but awareness doesn't convert. Active purchase intent needed a different trigger.

Solution

Beauty creators who applied and reviewed Lifter Gloss on camera.

Lip beauty and make-up creator matching

Creators whose content is specifically lip looks, gloss reviews, and everyday makeup — audiences actively buying cosmetics.

Application and finish review content

Creators applied Lifter Gloss on-camera — showing the texture, hydration, and finish in natural and studio light.

Beauty invalid traffic filtered — all invalid clicks blocked

76% valid click rate — 17% above the beauty network baseline — every bot and incentive click removed.

Verified beauty buyer reach — not estimated

Only confirmed, engaged beauty buyers billed — click quality tracked and reported per creator.

Results

76% verified beauty buyer clicks. No invalid clicks invoiced.

Valid Click Rate

↑17%

Valid Clicks

Invalid Clicks Blocked

Invalid Clicks Invoiced

Buyer-Intent Clicks

76%

Buyer Protection

Cost per Valid Click

100%

CPC Transparency

Beauty is a high-volume category, so click quality matters. Popbrain blocked 1,351 invalid clicks and recorded 4,263 buyer-intent clicks in the campaign. That gave us much cleaner billing.

Digital Marketing Team

Maybelline New York India

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✓ Performance-based pricing✓ Pay only for verified clicks✓ Track every creator’s performance✓ Transparent campaign reporting

Creator Spotlight