The challenge
Arden & Bloom is a sustainable skincare brand that was spending heavily on paid social with thin blended margins. Their organic presence was minimal: a handful of product pages and an inactive blog. Customer acquisition cost was climbing quarter over quarter.
What we did
We built an educational content engine around ingredient glossaries, routine guides, and skin-type assessments. 128 articles shipped over twelve months, each targeting informational queries that aligned with the brand awareness stage of the buyer journey. We paired this with a link-building programme focused on beauty editors and wellness publications.
The results
Organic sessions grew 190% within twelve months. As organic traffic took over awareness-stage marketing, the paid team could refocus budget on conversion campaigns. Paid CAC dropped 34%. The content programme now generates 40% of new customer acquisition at a fraction of the cost of paid channels.