Scaling DTC Revenue for a Luxury Haircare Retailer
Orchidea Digital used Search and Shopping to grow Rogue Beauty's direct-to-consumer sales while protecting the momentum of its core B2B business.
Overview
2026,
Rogue Beauty
Rogue Beauty needed to grow online DTC sales without weakening the B2B engine that already supported the business. The opportunity was to capture high-intent customers through search and shopping journeys while making the ecommerce store a stronger revenue channel in its own right.
Process
Separated intent from volume. Orchidea Digital built a dual Search and Shopping structure around acquisition intent, prioritising buyers ready to discover and purchase luxury haircare products.
Balanced B2B and DTC growth. Budget was directed toward ecommerce demand without disrupting the brand's established trade relationships.
Improved cost discipline. Search terms, shopping visibility and campaign structure were refined to reach more qualified buyers while reducing average CPC.
"Search and Shopping became a cleaner growth engine for DTC revenue, purchase volume and cost efficiency."
Rogue Beauty
Luxury Haircare Retailer
Outcome
+250% increase in total revenue.
+101% increase in purchases.
-10% average CPC.
Rogue Beauty built a stronger foundation for Australian DTC growth while continuing to support its broader commercial model.
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