DOE Media Guides Hanafy Pigments’ US Expansion to Multichannel Success
Achieving Triple-Digit Growth Across Meta, Google, and Email
Hanafy Pigments specializes in premium-quality permanent makeup pigments, widely respected internationally for their meticulous formulation—sourced from high-grade American raw materials—and safe, beautiful results. Seeking to penetrate the competitive U.S. market, Hanafy partnered with DOE Media to overcome visibility hurdles and implement their first-ever comprehensive digital marketing strategy across Meta (Facebook & Instagram), Google, and Email.
Over the course of their first year in this new market, Hanafy’s strategic partnership with DOE Media dramatically increased brand awareness and revenue, paving the way for sustainable expansion.
the challenge
Despite its strong international reputation, Hanafy Pigments encountered several hurdles entering the U.S. market.
- U.S. Advertising Debut: Having never run ads in the United States, Hanafy arrived with no prior audience insights or structured campaigns targeting American audiences. They needed a blueprint to approach Meta (Facebook & Instagram), Google, and email marketing effectively for their target of niche professionals within the beauty and makeup industry.
- Niche, Complex Audience:: Potential buyers for permanent makeup pigments include salon owners, tattoo shops, and permanent makeup artists (PMU)—distinct groups with different motivations. Meta’s limited targeting options for this niche meant brand-new methods of segmentation and creative had to be developed.
- Building Strategies From Scratch: Since prior successes came from Russia with little direct translation to U.S. audiences, DOE started from scratch—testing ad types, angles, and audience interests to discern which approaches fit the American market best.
- Proving Product Superiority: Hanafy’s pigments fade more naturally and require touch-ups over time, rather than the “forever” appearance of typical tattoo inks. Messaging had to reassure cautious professionals about the pigment’s quality, outcomes, and safety.
- Lack of Email Foundation: While initial traffic from Meta ads picked up, Hanafy had neither a pop-up for sign-ups nor automated email flows to capture, nurture, or re-engage potential customers, forfeiting valuable leads.
- UGC Abundance: While user-generated content (UGC) was abundant, effectively integrating it into campaigns was complex, requiring strategic, targeted usage and repeated testing to determine effective distribution.
the challenge
DOE Media employed an integrated strategy spanning Meta (Facebook & Instagram), Google, and email to help Hanafy Pigments thrive in the U.S. market.
Meta Advertising
- Building Strategies From Scratch: Since prior successes came from Russia with little direct translation to U.S. audiences, DOE started from scratch—testing ad types, angles, and audience interests to discern which approaches fit the American market best.
- Lookalike & Custom Audiences: After interests like “tattoo shops” and “salon owners” were quickly exhausted, DOE turned to alternative methods to create target audiences for prospecting. Using sources from email captures, convention lists, and video-view retargeting. Over 13 different lookalike audiences have been systematically tested, with more prepared and ready to be deployed when needed.
- Retargeting Sequences: On-site behaviors—like viewing 25–50% of a product demo video—triggered retargeting. This structured funnel guided top-of-funnel prospects down the path toward purchasing, ensuring specialized messaging for each stage.
Google Shopping & Search
- Leveraging High-Intent Searches: Given the strong purchase intent of people searching “permanent makeup pigments” or “brow tattoo supplies,” DOE Media focused on Shopping Ads, ensuring Hanafy pigmented items surfaced in relevant queries.
- Competitor-Based Strategies: Concentrating on Shopping Ads and competitor-based searches brought in high-intent practitioners looking to restock or switch providers. This approach yielded a notable return on ad spend while introducing the brand to new audiences.
- Adjusting to Broader US Regulations: In Europe, permanent makeup artists (PMU) are required to be licensed practitioners to purchase Hanafy’s products. In the US, there are no similar license requirements for purchases, providing a wider audience for potential buyers, but also diluting the pool with searches driven by curiosity or low purchase-intent. By identifying visitors to industry-specific sites, DOE was able to narrow our focus to licensed industry professionals and wholesale purchasers.
Building an Email Ecosystem
- Pop-Up & Automated Flows: DOE Media introduced a site pop-up for collecting leads and set up essential flows (welcome series, abandoned cart, post-purchase) to capture, nurture, and encourage reorders.
- Collaboration with Paid Ads: Traffic from Meta and Google was funneled into the email pipeline, linking monthly promos or fresh content to these new subscribers for continuous engagement.
the results
DOE Media’s tailored strategy delivered exceptional growth for Hanafy Pigments:
245% YoY Online Store Revenue Increase
A steady climb thanks to well-structured funnel campaigns, deeper creative testing, and top sellers (e.g., eyebrow pigments).
Q1–Q3 vs. Same Period Previous Year:
274% Revenue Growth
58% Reduction in CPA compared to target
386% Website Traffic Increase
53% of Purchases from Meta Ads—showing strong top-of-funnel reach and retargeting synergy.
326% YoY Revenue Growth at 5x ROAS
A steady climb thanks to well-structured funnel campaigns, deeper creative testing, and top sellers (e.g., eyebrow pigments).
245% YoY Online Store Revenue Increase
A steady climb thanks to well-structured funnel campaigns, deeper creative testing, and top sellers (e.g., eyebrow pigments).
the results
Armed with fresh insights, Hanafy Pigments is looking ahead to enhance creative testing and refine targeting:
Enrich Lookalike Strategies:
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Refine Creative Tests & Testimonial Focus:
Retarget existing audiences with full pigment sets to raise average order value (AOV) and push more success stories from satisfied permanent makeup (PMU) professionals.
Bolster Catalog & Retargeting Ads:
Implement advanced catalog campaigns, ensuring returning visitors and prior buyers are shown new or complementary products.
Sustaining Multi-Channel Momentum:
Leverage synergy between shopping campaigns, specialized retargeting, and automated email flows for consistent, year-round growth.
By harnessing strong creative content, precise ad segmentation, and a brand-new email framework, Hanafy Pigments firmly established itself in the U.S. market with triple-digit revenue gains.
With a unified funnel and unstoppable momentum, the brand is poised to keep expanding in the realm of permanent makeup artistry.
Interested in forging your brand’s path to new markets?
Reach out to DOE Media for a complimentary marketing audit and discover how a data-driven, multichannel approach can amplify your impact.