beautyonline.co.za · Prepared by Digitally Minded
June was Beauty Online's strongest month of the year so far. The Dermaheal neck-serum offer and the Serra winter bundles carried the growth: the neck-serum promotion alone accounted for roughly R207,000 of net sales across bundles and standalone units.
Peak trading day: 26 June (R 75,801). Tuesdays and Mondays were the strongest weekdays; Saturdays the quietest.
A note on the "Direct" figure: much of it is returning customers clicking through from order emails or typing the address after first finding the store through an ad. Not just people typing in beautyonline.co.za into their browser. Google's true contribution to June revenue is closer to the R392,921 as reported by Google Ads.
We cross-checked the Direct figure against Google Analytics, categorising every rand of direct-attributed revenue by the page the visit landed on. Only about a quarter of it is genuinely direct (people typing in beautyonline.co.za in their browser).
| Where the visit landed | Revenue | What it tells us |
|---|---|---|
| Dermaheal bundle & winter-promo pages | R 132,221 | The exact pages June's Google and Facebook ads promoted. Returning ad-clickers, not typed-in traffic. |
| Checkout, order and account pages | R 92,223 | Clicks from untagged order emails and payment-gateway returns. |
| Homepage, on-site search, shop | R 89,948 | Genuinely direct — people who know the brand and come straight to it. |
| Other product & category pages | R 26,836 | Mixed; partly Shopping-ad assisted. |
| Provably email / Google / Facebook (URL evidence) | R 3,132 | Tracking parameters survived in the landing URL. |
Nobody types a URL like /lamelle-dermaheal-renewal-cream-50ml-free-…-serum-30ml/ into a browser. Those visits landed on the very pages the ads pushed, the same analytics data shows Google and Facebook ad sessions arriving on identical URLs. Read the channel chart accordingly: paid Google and Facebook both did more work in June than the raw split gives them credit for, and ad decisions should be judged on the trend, not the last click.
445 returning orders · 292 new-customer orders
Returning customers placed 60% of orders but generated
R734,743,67% of the month's
revenue. Of 700 unique customers, only 35 ordered twice
within June, which means the repeat value builds month to
month rather than week to week.
E-mail marketing requires a higher priority.
Lamelle delivered 67.8% of June revenue. Within it, the Dermaheal range alone (R 304,597) out-earned every non-Lamelle brand combined.
| Range | Net sales |
|---|---|
| Dermaheal | R 304,597 |
| Serra (incl. winter promos) | R 132,867 |
| Clarity | R 71,275 |
| Luminesce | R 47,802 |
| Corrective | R 23,297 |
| Nourish | R 20,396 |
By estimated revenue. Free gift items excluded; order value split proportionally across paid line items.
| Product | Units | Revenue |
|---|---|---|
| Lamelle Dermaheal Renewal Cream 50ml + FREE Neck Reversal Serum | 103 | R 85,019 |
| Lamelle Dermaheal Ageing Neck Reversal Serum 30ml | 89 | R 50,414 |
| Lamelle Dermaheal Renewal Cream 50ml | 68 | R 40,415 |
| Lamelle Dermaheal Ultra Renewal Cream 50ml + FREE Neck Reversal Serum | 27 | R 31,770 |
| Lamelle Serra Soothing & Replenish Winter Promo 2026 | 21 | R 30,049 |
| Lamelle Serra Restore & Revive Winter Promo 2026 | 20 | R 25,541 |
| Lamelle Serra Restore & Replenish Winter Promo 2026 | 21 | R 23,396 |
| Lamelle Clarity Treatment Pack + FREE Cleanser | 18 | R 22,524 |