Molekule – The Power of Strategic Localisation Planning
How Locaria helped Molekule prioritise new markets and localise its products, app, website and marketing to drive international growth.
+155%
Monthly conversions after localising the Chinese site
+62%
Monthly conversions after localising the French site
6
Markets tested with localised media
6 months
For incremental revenue to far exceed media and content investment
A lean, data-driven brand that wanted proof before investing
Vegamour is a Los Angeles-based beauty brand that makes sustainable, plant-based hair and scalp wellness products. It asked Locaria to help launch and grow its direct-to-consumer e-commerce business in international markets.
It needed to know which countries to tackle first and in what order. As a lean business, it also wanted to see tangible improvements in e-commerce performance before unlocking further investment.
A four-step, test-and-learn approach
Each step was designed to generate first-party data before the next investment, so budget followed proven demand.
01
In-market research
Desk research into media insights, affinity audiences, competitor communications and distribution costs identified six high-potential markets, with campaigns in German, French, Arabic, Hebrew and Simplified and Traditional Chinese.
02
Localised media testing
Localised paid search, paid social and display campaigns ran for two months, deliberately pointing to the English site. Two underperforming markets were paused and their budget reallocated.
03
Website localisation where it paid off
The two best performers, French and Simplified Chinese, were localised first: neural machine translation with human post-editing for French, and a human-first approach for Chinese, where machine translation quality was poor.
04
Measure and scale
Tagged pages tracked paid and organic traffic while media spend increased step by step, with campaigns optimised towards conversions and sales.
The results
Localising the websites lifted monthly conversions by 62% in France and 155% in China. Within six months, incremental revenue far exceeded the total media and content investment, which gave the client team a business case to unlock more localisation budget.
Vegamour went on to test further languages, including Spanish for Mexico, Korean, Japanese and Dutch, using the same low-risk approach. The brand has continued to grow and now generates more than $100m in revenue a year worldwide.
Testing with localised media first, then localising where demand is proven, works for any brand entering new markets on a tight budget. Explore localisation planning and multilingual PPC.
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