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Learn how Yes Mo Beauty got a marketing makeover
Co-founders Jennifer Paschall and Gita Vasseghi are building their beauty brand and expanding their business with the help of Bing Ads intelligence.
Gita Vasseghi was a high-level executive in the fashion industry. Her best friend, Jennifer Paschall, owned a successful waxing salon in Los Angeles and was the busy mom of two. It all began when these best friends wanted to find a way to spend more time together. But it quickly became much more than that.
“Starting our business empowered us to do something positive together,” says Vasseghi, co-owner of Yes Mo Beauty. “Our number one goal when we launched our Yes Mo Beauty brand was to help build confidence in women.”
Starting our business empowered us to do something positive together. Our number one goal when we launched our Yes Mo Beauty brand was to help build confidence in women.
— Gita Vasseghi, co-owner, Yes Mo Beauty
The Beauty Strip, located in North Hollywood, CA.
Starting a new business is a huge leap of faith. “Risk is everything,” notes Paschall, co-owner of Yes Mo Beauty. “It’s important on so many levels. You have to take a risk to grow.” Driven by that belief, they dove headlong into the deep end, launching their Yes Mo Beauty brand.
The idea for the business came about organically, springing from Paschall’s waxing salon. They both felt strongly that their mission would be empowering women to feel confident about themselves. Their first product was a portable lip-wax kit called No Mo-Stache — an easy, inexpensive way for women to wax on the go.
Vasseghi and Paschall had to develop skills and learn many elements of the business quickly while trying to manage the work-life balancing act. The challenges they faced were daunting, being first in their category of waxing automatically made them the underdog in a big space. “It was scary. It felt like being a freshman in high school,” Vasseghi says. “But we were ready for it and stayed really positive.” Against all odds, their clever product set them apart and customers loved their innovation of an old, standard beauty product.
As they grew, they needed help ramping up their business skills. They were bold and proactive, seeking out guidance by cold-calling well-known CEOs and gaining insight from colleagues. But being new in their category wasn’t the only hurdle. Try as they might, they couldn’t get a loan or any type of financing. “It was shocking to discover that there was only one grant out there for women-owned small businesses,” Paschall says. “We had to bootstrap our business from the beginning.”
The Yes Mo Beauty founders focused on digital marketing, including search.
At first, their marketing was mostly word-of-mouth. “It was tricky,” Vasseghi says. “We didn’t have the budget to hire a marketing person to show us the ropes.” They struggled to come up with a marketing strategy and weren’t reaching as much of their target audience as they wanted.
Then, in a dramatic turn of events, they had a shark encounter. “We were invited on the TV show ‘Shark Tank,’” Paschall says. “And that changed everything.” The show was a springboard to get into other retailers. Orders increased, and the business grew. They knew it was time to take their marketing to the next level and focus on digital marketing, including social and search.
We started our company with such a small investment on our own and no financial support. That’s what inspired us to create a grant for women-owned small businesses.
— Jennifer Paschall, co-owner, Yes Mo Beauty
Yes Mo Beauty decided to bring Bing Ads into their marketing strategy. The goal was to grow their online business, selling more products on their website and third-party sites. Yes Mo Beauty started advertising with Bing Ads in January 2018, initially taking advantage of features like Sitelink Extensions and Keyword Planner. The campaign results were exceptional, with a 140% increase in impressions.
“Working with Bing Ads was exactly what we needed,” Paschall says. “We discovered how different Bing Ads is, and it helped us target a whole new customer. That’s really exciting.” Paschall and Vasseghi worked with their Bing Ads specialist, and things evolved from there. “I have to say, I really, really like the whole Bing Ads customer experience,” Vasseghi says. “Working with our specialist is great. He has helped us figure out our keywords, how to target customers, and how to set up and optimise our campaigns. That makes a world of difference. He rules.” Paschall agrees, “That kind of support makes digital ads easy to understand for people like us who are new to this. We're learning a lot, thanks to Bing Ads.”
You might think these two have their hands too full to add anything else into the mix. But the combination of their passion and empathy drove them to go above and beyond their own success. “We started our company with such a small investment on our own and no financial support,” Paschall says. “That’s what inspired us to create a grant for women-owned small businesses.” It’s something both women are very excited about. “We're creating an art show and an art book,” Vasseghi says. “All proceeds will go to the grant to support women entrepreneurs. We feel strongly about giving this opportunity to other women-owned businesses. It’s our way of serving our community. It’s the biggest challenge we experienced out there, and it’s our way of trying to make it easier for future generations of women entrepreneurs.”
View or save the infographic recap to see how beauty brand Yes Mo Beauty uses Bing Ads as part of its marketing strategy while building confidence in women.