Meet 121 Group
Australia’s full-service digital agency — strategy, media, creative and technology under one roof. Specialists in e-commerce, beauty, health and direct-to-consumer brands.
Leadership Team
Trusted by Leading Brands
Our Technology Partners
Proud partners with the world’s leading digital platforms
Scaling Rageism Beauty Into Australia’s Premium Mature Beauty Leader
A data-driven strategy to grow your MER above 12, recapture lost market share, and position Rageism Beauty as the definitive destination for women who refuse to be invisible.
Understanding Rageism Beauty
Deep insights from our discovery research into your brand, market position, and growth opportunity.
The Rageism Story
Founded in 2017 by a makeup artist with 20+ years of industry experience, Rageism Beauty was born from frustration with an industry that ignores women over 40. Every product is specifically formulated for mature skin — addressing dryness, uneven texture, and loss of luminosity that mainstream brands overlook. The name itself is a statement: a “rage” against ageism in the beauty industry.
Marketing Efficiency Ratio sits at just 4.8, meaning only $4.80 in revenue for every $1 of ad spend — indicating significant room for improvement with optimised campaign management.
Current agency has failed to deliver results despite $70K/month ad spend. Revenue has flatlined while costs continue to climb, eroding profitability.
TikTok (61 followers), no Pinterest presence, minimal YouTube — massive missed opportunities in channels where their 45–65 demographic is increasingly active.
Ranking for niche long-tail terms but missing high-volume head terms like “makeup for mature skin” (2,400/mo), “foundation for older skin” (1,900/mo).
Rageism Beauty owns a powerful niche — cosmetics specifically formulated for mature skin. With 2.1M Australian women aged 45–65 spending an average of $1,200/year on beauty, the addressable market is $2.5 billion. The brand just needs the right digital strategy to capture it.
Market Analysis
The Australian beauty landscape and the mature-skin opportunity.
Key Market Trends Favouring Rageism Beauty
Over 40s represent 42% of AU population & control 60% of household spending on beauty products.
Online beauty sales growing 15% YoY. AU e-commerce beauty forecast to reach $3.2B by 2028.
70% of AU consumers prefer natural/organic beauty. Rageism’s vegan, cruelty-free positioning aligns perfectly.
Micro-influencers aged 40+ seeing 3x higher engagement than younger counterparts in beauty category.
Ideal Customer Personas
The three key audience segments driving Rageism Beauty’s growth.
Competitor Analysis
How Rageism Beauty stacks up against key competitors in the mature beauty space.
| Brand | Est. | Niche Focus | Price Range | Traffic/mo | Strength | |
|---|---|---|---|---|---|---|
| Rageism Beauty | 2017 | Mature Skin Only | $32–$85 | ~8.2K | 14.3K | Niche authority |
| Adorn Cosmetics | 2012 | Organic/Mineral | $35–$95 | ~12K | 18.2K | Strong organic content |
| Look Fabulous Forever | 2013 | Over 50s Makeup | $28–$75 | ~45K | 42.8K | YouTube tutorials, SEO |
| Nude by Nature | 2008 | Natural/Broad | $20–$55 | ~180K | 124K | Retail distribution, scale |
| INIKA Organic | 2006 | Certified Organic | $30–$70 | ~95K | 89.5K | Certification, global |
| Morgan Annie | 2019 | Mature/Sensitive | $25–$60 | ~3.5K | 5.8K | New entrant, social focus |
Only brand 100% dedicated to mature skin. Competitors either serve all ages (Nude by Nature, INIKA) or lack Rageism’s formulation depth. This niche authority is a powerful differentiator.
Traffic is 5–22x lower than competitors. Look Fabulous Forever dominates YouTube tutorials. Nude by Nature owns retail distribution. Digital presence needs urgent scaling.
Traffic Intelligence
How Rageism Beauty’s web traffic compares to key competitors.
Website Audit & Quick Wins
Technical and UX analysis of rageismbeauty.com.au with immediate opportunities.
SEO Intelligence
Keyword opportunities and organic search gaps holding back growth.
| Keyword | Position | Volume | Opportunity |
|---|---|---|---|
| rageism beauty | #1 | 880 | Branded |
| makeup for mature skin | #8 | 2,400 | High Value |
| foundation for older skin | Not Ranking | 1,900 | Critical Gap |
| best lipstick for over 50 | Not Ranking | 1,600 | Critical Gap |
| anti aging makeup | Not Ranking | 3,600 | Critical Gap |
| natural makeup for mature skin | #14 | 1,300 | Quick Win |
| vegan makeup australia | #11 | 1,100 | Quick Win |
Total Addressable Organic Traffic: We’ve identified 28,400+ monthly searches for keywords directly relevant to Rageism Beauty’s products that they currently don’t rank for.
Channel Strategy
A multi-channel approach to dominate the mature beauty market online.
Restructure campaigns around customer journey stages. Prospecting via Reels/Stories, retargeting cart abandoners with dynamic product ads, and re-engagement of past purchasers with new launches.
Capture high-intent buyers searching for mature skin makeup. Performance Max for Shopping, branded protection, and competitor conquesting on terms like “Look Fabulous Forever alternative”.
Build topical authority for “mature skin makeup”. Product page optimisation, blog content hub with tutorial guides, and backlink acquisition from beauty publishers and over-40 lifestyle sites.
Women 45–65 are TikTok’s fastest growing demographic. “Get Ready With Me” mature beauty content, before/after tutorials, and founder storytelling will drive explosive organic reach.
Transform your ~15K email list into a revenue engine. Welcome series, abandoned cart flows, post-purchase upsells, VIP loyalty tier, and seasonal campaigns (Mother’s Day, Christmas).
Counter Look Fabulous Forever’s YouTube dominance. Mature makeup tutorials, ingredient explainers, and “Real Women” transformation videos. YouTube Shorts for cross-platform content.
Content Pillars
Four strategic content pillars designed to build authority, drive engagement, and convert.
How-to content that positions Rageism as the authority on mature beauty. Application techniques, ingredient education, skincare-to-makeup routines. Drive organic traffic + build trust.
Before/after transformations, customer testimonials, and user-generated content. Social proof that real women over 40 love these products. Drives engagement + conversion.
The “rage against ageism” movement. Founder story, ingredient philosophy, cruelty-free commitment. Builds emotional connection and differentiates from mass-market brands.
New product drops, bestseller spotlights, shade guides, and routine bundles. Drive direct sales with compelling product stories and seasonal collections.
KPIs & Measurement
How we’ll measure success across every channel and initiative.
Forecast Trajectory
A three-phase approach to transforming Rageism Beauty’s digital performance.
15 Years of Digital Marketing
to Female Audiences in Australia
We don’t just understand digital marketing — we understand your audience. For over 15 years, our team has specialised in reaching, engaging, and converting women across Australia through Meta Ads, Google Ads, SEO, email marketing, and social media — for fashion, beauty, skincare, and lifestyle brands.
From Napoleon Perdis and Camilla to The Upside, Showpo, and Tigerlily — we’ve helped Australia’s most iconic women’s brands scale their digital presence. We know what resonates with female consumers across every age group, every platform, and every stage of the customer journey.
Our Ad Creative Work
Real Meta Ads, Google Ads & email campaigns we’ve produced for fashion & beauty brands.
📱 Meta & Social Ad Creatives
High-converting social ad creatives for Napoleon Perdis — premium cosmetics brand
🔍 Google Ads & SEM Campaigns
Search and display campaigns driving measurable ROI for beauty brands
✉️ Email Marketing & Fashion Campaigns
Strategic email campaigns & fashion brand partnerships
What Our Clients Say
Real results from fashion, beauty & lifestyle brands — powered by 121 Group’s ecommerce expertise and our heritage partnership with Search Insights.
Camilla
Investment Options
Three strategic tiers designed to match your growth ambitions.
All options are exclusive of advertising spend. With current ad spend of ~$70K/month, we recommend maintaining this level initially while restructuring for efficiency, then scaling based on ROAS performance.
Case Studies & Results
Real results from eCommerce and beauty brands we’ve scaled.
Recommended Next Steps
Here’s how we get started — beginning with one simple, zero-risk action.
Once we have access, we’ll conduct a comprehensive audit across all channels and deliver a detailed findings report within 48–72 hours.
Based on the audit findings, we’ll present a tailored strategy with specific recommendations, projected outcomes, and investment options.
Upon approval, our team begins implementation immediately with a structured 90-day launch plan — daily monitoring, weekly reports, and continuous optimisation from day one.
Ready to Transform Rageism Beauty?
Let’s turn your MER around, unlock new channels, and build the beauty brand your customers deserve.
Social Media Gap Analysis
Critical gaps across social platforms where competitors are winning.
Key Insight: Look Fabulous Forever has 42.8K Instagram followers and 18K YouTube subscribers from makeup tutorials alone. Rageism has better products but is losing the content battle.