Izil Beauty
Izil Beauty used Snapchat Reach & Frequency to launch its rebrand to new Saudi audiences. Excluding existing customers enabled the campaign to reach 2.5M new users, lift ROAS by 75%, boost conversion rate by 84%, and reduce CPA by 39%.
Clean beauty isn’t exactly a niche anymore. For Izil Beauty, a fast-growing brand founded by Moroccan entrepreneur Mouna Abbassy, the mission is deeply rooted: blend ancient Moroccan beauty rituals with modern science, using natural ingredients like argan oil and rose water to create vegan, cruelty-free skincare, hair, and body products.
For a fast-growing brand like Izil, the challenge wasn’t product quality or brand authenticity; it was visibility. Even with a compelling story and a fresh rebrand in hand — new logos, refined design, updated fonts — Izil faced a familiar dilemma: How do you introduce a heritage-rich brand to entirely new audiences who’ve never heard of you before?
In Saudi Arabia specifically, where digital beauty consumption is booming and younger consumers expect immersive, visual storytelling, simply retargeting existing fans wouldn’t cut it. So Izil set out to maximize awareness among new-to-brand users, not existing customers, site visitors, or prior ad engagers. In other words, no preaching to the choir.
More Ways To Win With Snapchat
To attract those new customers, Izil turned to Snapchat’s Reach & Frequency buying strategy to scale awareness efficiently while keeping focused on creative consistency. By intentionally excluding existing customers and retargeting pools, the company ensured its newly refreshed identity was introduced to truly untapped audiences, letting Izil’s rebrand do the talking:
2.5M new-to-brand Saudi Snapchatters reached 2
75% increase in ROAS 1
84% increase in conversion rate 1
40% decrease in CPA 1
Brand storytelling and performance don’t have to live in separate lanes. Izil turned a rebrand moment into measurable growth by pairing a culturally rich heritage with modern creative and precise audience exclusions. Snapchat’s Reach & Frequency approach allowed Izil to introduce itself at scale while still driving efficiency down the funnel. The right awareness strategy can do more than spark interest when navigating crowded categories — it can accelerate real business results.
