While most brands are scrambling to capture Gen-Z’s attention on TikTok, Jones Road Beauty made a power move. They doubled down on a different demographic – women over 50. And It’s paying off big time. You know the saying, "When everyone Zigs, Zag." Jones Road did exactly that, and they’ve been quietly raking it in ever since.
They're investing heavily in YouTube ads, a platform most indie beauty brands barely touch. But instead of trying to appeal to everyone, they're going after an underserved audience: women over 50. And with over $1 million poured into a single ad? It’s safe to say they’ve cracked the code. As we introduce more of our clients to the merits of diversifying their ad spend with YouTube, this example is one we can't get past.
A Masterclass in YouTube Ad Strategy
Jones Road’s YouTube ads are a blueprint for how to do beauty ads on the platform right. Here's what works so well for the brand.
Built-In Trust with Bobbi Brown: Having Bobbi Brown at the helm gives them an unfair advantage. She’s a legend, and for consumers who already trust her, the brand is an easy yes. When it comes to your own ad creative strategy, considering executions with a trusted voice of your brand could go a long way.
More Familiar Faces: Their ads feature the same model from previous brand campaigns, who also appears on the Jones Road website. Seeing the same model across multiple touchpoints creates a sense of familiarity and trust– key elements in converting viewers into buyers.
Speaking to the Pain Points of Mature Skin: Their ads directly address the real questions and frustrations women over 50 have about makeup. Most beauty brands overlook this segment, making Jones Road’s approach feel refreshingly different and deeply relevant.
Making It Easy to Buy: No friction, no overwhelm. Their ads drive viewers straight to a shade-finder quiz for Miracle Balm, simplifying decision-making and boosting conversions. Instead of leaving potential customers to scroll through endless product options, they guide them seamlessly toward the right shade, reducing purchase hesitation and increasing the likelihood of immediate action.
The Genius of a Recruitment SKU Strategy
Jones Road’s recruitment strategy is tried and tested – and executed to perfection.
Focusing on a single hero product that delivers outstanding results builds trust and ensures repeat purchases. Instead of spreading marketing dollars thin across multiple SKUs, Jones Road invested in scaling Miracle Balm, knowing that a standout product can serve as the gateway to brand loyalty. When a product consistently performs, customers are more likely to return and explore additional offerings.
At one point, Miracle Balm was the only product Jones Road advertised on YouTube – demonstrating absolute confidence in its ability to attract and convert customers. By leading with one high-performing SKU, they establish credibility, simplify the buying process, and create natural opportunities for upselling and cross-selling. The result? First-time buyers turn into repeat customers with ease, forming the foundation of long-term brand success.
What Other Beauty Brands Can Learn
Jones Road’s success is proof that beauty brands don’t have to follow the same tired marketing playbook. Instead of throwing money at oversaturated channels and chasing trends, they found white space and owned it. They understood their customer deeply, identified an unmet need, and built a strategy that spoke directly to that audience. Rather than competing where everyone else was, they thought outside the box, speaking to an overlooked audience on an underutilized channel, cutting through the noise with precision and impact.
If you’re curious about what that kind of strategic shift with YouTube could look like for your brand, you're welcome to request our CPC calculator, to see how YouTube could stack up for you in 2025. Click here to get in touch.
Author: Effie Asafu-Adjaye
Effie Asafu-Adjaye is the Founder of Beautiful Sparks. Beautiful Sparks helps beauty and fashion businesses get more fanatics in love with their brands, by refining their brand strategy, messaging, branding, content storytelling, and community-building strategy. Read more about Effie here. Linkedin.
