GELISH
How Gelish Achieved 14.9x ROAS in the UK Market
Beauty & Cosmetics
Paid Social
Google Ads
UK Market
Organic Social
Return on Ad Spend
%
Monthly Revenue
%
Influencers Activated
Partnership Length
- The Brand
Gelish is the pioneer of soak-off gel polish, revolutionizing the nail industry with products sold in over 80 countries worldwide.
- The Challenge
Facing stiff competition in the UK market with fragmented ad spend and low brand recall among Gen-Z consumers.
- The Solution
A full-funnel consolidation strategy integrating Meta, Google, and influencer UGC to drive high-intent traffic.
- The Results
- 14.9x ROAS on Meta
- +210% Search Volume
- 34% Lower CPA
In this case study
About the Brand
The Challenge
The Strategy
The Execution
Results Dashboard
Creative Showcase
About the Brand
Gelish revolutionized the industry as the first brush-in-bottle gel-polish ever invented. The US patented formula proves that fact. Since 2009, Gelish has produced over 100 million bottles and is sold in over 80 countries worldwide.
Despite their global dominance, the UK market presented a unique hurdle. The distribution channels were fragmented, and while brand awareness was high among professionals, the direct-to-consumer connection was weakening against newer, digital-native competitors.
“We needed a partner who didn’t just understand ad buying, but understood how to translate our professional heritage into consumer desire. Invincible Digital was that partner.”
– Sarah Johnson, UK Marketing Director
The Challenge
When we audited the account, we found that spend was being wasted on broad audiences without exclusion layers. The Creative fatigue was high, with the same assets running for 4+ months.
Key Issues Identified:
Fragmented Data
No single source of truth for attribution.
Creative Fatigue
Ad frequency > 7.0 on core audiences.
Low Retention
High churn rate on first-time buyers.
Pre-Optimisation State
The Strategy
Audience Segmentation
Split funnel into Cold (Prospecting), Warm (Engagers), and Hot (Cart Abandoners) to tailor messaging.
Creative Refresh
Introduced UGC-style “How-To” videos and high-polish product photography to mix trust with aspiration.
Bid Strategy
Moved from lowest-cost automated bidding to cost-cap scaling to protect ROAS margins.
The Execution
Month 1-2
Foundation & Testing
Launched 50+ ad variations. Installed server-side tracking (CAPI) to fix attribution gaps.
Meta CAPI
Google Tag Manager
Month 3-4
Scaling Winners
Identified top 3 winning angles: “Salon at Home,” “Longer Lasting,” and “Money Saving.” Scaled budget by 300% on these.
Month 5-6
Omnichannel Expansion
Retargeting pool from Meta was pushed to Google Display and YouTube for cheaper frequency.
Results Dashboard
The Execution
Top Performer: “5 Minute Manicure”
ROAS: 12.4x
Welcome Series
Open Rate: 64%
“The level of transparency and data-driven insight Invincible brings is unlike any agency we’ve worked with. They don’t just spend money; they invest it.”
Sarah Johnson
Marketing Director, Gelish UK
Meet The Team
Alex M.
Lead Strategist
Elena R.
Creative Director
David K.
Media Buyer
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