Function of Beauty

Function of Beauty is a custom hair care brand that makes unique products tailored to the hair, skin types, goals, and preferences of their customers.

Function of Beauty approached us in 2018, wanting to partner with YouTube influencers who could efficiently drive new customers for them in North America and Europe.

We used our performance data from other DTC campaigns to focus our efforts on partnering Function of Beauty with strong performing, larger influencers, particularly those who could drive hundreds or thousands of purchases at a time.

In the initial campaigns, the use of our Predicted Performance tool was especially helpful – before we would book each influencer, at the proposed price, we would estimate the number of potential purchases and CAC, based on average CTRs and CVRs we were seeing.

We used these figures to help guide which creators we booked and at what price, allowing us to achieve an extremely high success rate on a per-video basis.

We predominantly focused our initial creator selections on those who were strong past performers in specific categories like vegan, self-care and lifestyle.

Centus Managed: Campaign + Creator Strategy // Media Planning + Buying // Creative // Legal + Compliance // Shipping + Logistics // Ad Operations // Payment // Reporting + Renewals // Content Usage

We helped Function of Beauty build their YouTube influencer channel into one of their largest sources of new customer acquisition.

We helped them consistently increase spend into the channel, building varying levels of presence across 40 different YouTube creator categories, all while decreasing CACs and ensuring the booked media went live each month on time.

We aligned them with two thousand highly relevant and up and coming creators, some who have gone on to experience immense success (like Emma Chamberlain). We helped consistently bring their brand to the forefront of the minds of millions of 18-45 year old females, developing long-term, on-going partnerships with more than 750 independent creators.

We’ve helped Function become the #1 hair care brand partnering with creators on YouTube, also helping them expand into retail stores like Target and Walmart.

“Centus have the best account management out of anyone that I have worked with, making the day and job more seamless. Centus has helped us scale and continue to grow our influencer business significantly over the past three years.”

Function of Beauty

New York

Galway