bareMinerals Breaks Into Localized Organic Search, Winning a 101% Boost in Leads

The Challenge

A subsidiary of Japanese personal care company Shiseido, bareMinerals creates makeup and skincare products with a focus on natural mineral-based ingredients. A SOCi-powered bareMinerals store locator was already a success for the brand, helping customers search for and discover the company’s products at nearby third-party and brand-owned locations. With the intent of doubling down on its localized marketing strategy, bareMinerals wanted to create local landing pages for all of its 70 corporate stores, so that nearby locations would surface in organic search results for terms relevant to the brand, such as “natural makeup products near me.”

The SOCi Solution

SOCi and bareMinerals launched a new local page campaign in Q1 2020, with pages built according to a site architecture that would be friendly to search indexes. The new, dynamically updated, database-driven local pages were optimized with Schema markup, embedded maps, a “Get Directions” CTA, hours of operation, email signup, social media links, in-store event links, special offers, and links to the e-commerce site. Overall, the pages were designed with an emphasis on usability and adherence to brand standards.


Despite a temporary closure of stores in the first phase of the coronavirus pandemic, the performance of the bareMinerals local pages played a significant role in the brand’s overall increase in traffic and consumer engagement in 2020 over 2019. Leads were up 101% in the first months of the campaign compared to the prior year.

SOCi Results

After leveraging SOCi, bareMinerals saw the following areas of improvement. The results were impressive.



Increase in sales leads



Increase in revenue from search-based leads



Increase in overall organic traffic



Increased conversion rate from local organic



Learn how SOCi can help take your
localized marketing to the next level.