What do you get when you combine a startup perfume brand with a larger-than-life vision?
A scent revolution in the making.
Bella Vita had a vision to redefine and reshape the luxury perfume market. And their mission?
Make top-notch, sought-after scents affordable and accessible to all.
And what started as a small brand with big dreams quickly gained momentum through sharp marketing, emotional storytelling, and a deep understanding of its audience.
So, if you are keen to know what went on behind the scenes, you have to keep scrolling.
Because this is not just another marketing case study. It’s a story.
A story of how smart branding and bold vision created a cult-favourite perfume brand.
Company Overview
Bella Vita Organic, or just Bella Vita, which translates to “beautiful life”, is one of the leading beauty and wellness brands of today.
Bella Vita Organic and Bella Vita Luxe are sister brands owned by IDAM Natural Wellness Pvt. Ltd., led by Aakash Anand and co-founded with Anju and Aashima Anand.
Bella Vita Organic positions itself as an affordable, Ayurvedic-driven skincare and wellness brand, while Bella Vita Luxe caters to the luxury segment with premium perfumes and personal care products. Together, they form a stronghold in India’s rapidly growing D2C beauty and wellness space.
Their product range includes long-lasting Eau de Parfums, unisex fragrances, skincare, and grooming essentials, all crafted with global inspiration and local sensibilities. The brand prides itself on using high-quality ingredients, sleek minimalist packaging, and pricing that makes indulgence a daily ritual rather than an occasional treat.
The brand has a direct-to-consumer model, savvy influencer marketing, and a brand voice that speaks to the modern Indian consumer.
Target Audience
Bella Vita’s success lies in its sharp understanding of who they’re speaking to and what truly resonates with them.
Demographics
The brand primarily targets young, aspirational individuals aged 20 to 40, spanning both men and women. These consumers are digitally savvy, brand-conscious, and open to exploring new products that offer both value and quality.
Geographic Focus
Bella Vita initially focused on Tier II and Tier III cities across India, tapping into an underserved market where access to high-quality skincare and fragrance products was limited. By offering premium experiences at accessible price points, the brand bridged the gap between aspiration and affordability.
With the launch of Bella Vita Luxe, the brand has also set its sights on the U.S. market, aiming to capture the interest of global consumers who value clean, conscious, and culturally rich beauty experiences.
Psychographics
Bella Vita appeals to conscious consumers who seek more than just products, they seek purpose. These individuals prefer natural, Ayurvedic, and cruelty-free solutions rooted in wellness and self-care. They care about sustainability, embrace minimalism, and resonate with brands that reflect their values, authenticity, transparency, and mindful living.
In essence, Bella Vita speaks to the modern consumer who wants to smell good, feel good, and do good, without breaking the bank.
Keywords Bella Vita is Ranking For
Below are some of the keywords Bella Vita is ranking for, and the amount of traffic they are receiving from those keywords.
Overall Traffic Data of Bella Vita
Below is an overview of the overall traffic data for Bella Vita, showcasing the brand’s growing online presence and increasing digital engagement.
- Authority Score
This score reflects the overall strength and credibility of Bella Vita’s domain in terms of SEO performance. A score of 41 indicates a moderately strong domain with good visibility and trustworthiness, especially in a competitive industry like beauty and fragrance.
- Organic Search Traffic
Bella Vita is currently attracting 89,000 visitors per month from organic search — users who find the site via unpaid Google search results. However, there’s been a 30% decline, which may indicate increased competition, shifting keyword rankings, or a drop in content performance. This is a key area to optimize with improved SEO strategies, fresh content, and technical audits.
- Paid Search Traffic
The brand has seen a massive 137% growth in paid search traffic, now pulling in 74,300 visitors monthly through Google Ads and other paid channels.
- Backlinks
Bella Vita has a total of 22,000 backlinks, which indicates strong domain referencing. This helps improve search rankings and domain authority.
Website Categorization
Bella Vita’s website features a clean and intuitive categorisation, making it easy for users to navigate and find what they’re looking for.
The main menu includes clear categories like:
Each of these categories is tailored to different shopping intents. This structure not only enhances the user experience but also supports better SEO performance by clearly defining product silos.
Crazy Deals – Build Your Box
Bella Vita’s Crazy Deals – Build Your Own Box is a section on their website that has a standout offer that combines customization with incredible value. It gives customers the power to handpick their favourite products while enjoying steep discounts of up to 57%.
Each deal is presented with a sleek interface and a clear “Build Your Box” CTA, allowing customers to personalise their bundle easily. This strategy not only boosts AOV (average order value) but also gives users the feeling of control and exclusivity, which is a key driver for repeat purchases.
Personalized Perfumes
Bella Vita adds an emotional layer to fragrance with its personalized perfume bottle service.
Customers can engrave a 30-character message, be it a name, date, or heartfelt word, directly onto their bottle.
This transforms a perfume from a simple product into a deeply meaningful keepsake. Whether it’s a gift for a loved one or a treat for yourself, this thoughtful touch turns scent into a lasting memory.
UX/UI Analysis of Bella Vita’s Checkout Page
Bella Vita’s checkout page is designed with a minimalist, intuitive layout that enhances the shopping experience by reducing friction and guiding users seamlessly through the purchase process.
At the top, a 3-step progress bar (Contact → Address → Payment) clearly communicates the checkout journey, giving users a sense of control and transparency. The mobile number login method simplifies the sign-in process—ideal for mobile-first Indian users—eliminating the need for passwords and encouraging quick transactions.
The left-side order summary is neatly structured, displaying the product name, quantity, and pricing in a clear, digestible format. The inclusion of an “Apply Coupon” button is prominent yet non-intrusive, allowing value-conscious users to engage without disrupting the flow.
Visual hierarchy is used effectively: key CTAs like “Get OTP” are bold and easy to locate, while the “Apply Coupon” section uses subtle colour contrast to invite interaction without clutter. Additionally, trust signals like “Secured by ecom360” at the bottom reinforce payment security.
On-Page SEO of Bella Vita
To build a strong digital footprint, Bella Vita focused on mastering the fundamentals, starting with on-page SEO.
From keyword-rich content to optimized meta tags and seamless user experience, every detail was crafted to rank higher and convert better.
- Meta Titles and Descriptions
Each product and category on Bella Vita’s website features unique meta titles and descriptions, carefully crafted to align with user intent and search trends.
This not only improves click-through rates on search engines but also ensures that every page communicates its value clearly and effectively.
- Header Tags (H1, H2, H3)
Bella Vita’s website follows a well-structured hierarchy of header tags (H1, H2, H3) to enhance readability and SEO.
Each page uses a single, keyword-optimised H1 tag, supported by relevant subheadings (H2s and H3s) that guide both users and search engines through the content seamlessly.
- Alt Text for Images
Every product image on Bella Vita’s website is accompanied by descriptive alt text, which ensures accessibility while boosting image SEO. These alt attributes help search engines understand visual content, and improve visibility in image search results.
- Internal Linking
Bella Vita implements a smart internal linking strategy, connecting related products, categories, and blogs to guide users smoothly through the site.
This not only enhances user experience but also strengthens site architecture, helping search engines crawl and index pages more efficiently.
- Backlink Strategy
Bella Vita prioritises quality over quantity when it comes to backlinks, focusing on securing links from relevant, high-authority domains that align with its brand ethos.
Bella Vita also has different types of backlinks, all sourced from quality sites like:
- App Stores & Directories:
Backlinks from platforms like apps.apple.com, Crunchbase, and Google Play help establish brand legitimacy and improve visibility in trusted directories.
- Content & Blogs:
Links from content-focused sites such as elxrea.com, site123.me, and Substack blogs are likely dofollow, contributing to Bella Vita’s domain authority and organic rankings. - Press & PR Coverage:
High-authority backlinks from top media outlets like Hindustan Times, Economic Times, The Print, and Bhaskar Hindi significantly boost brand credibility and SEO performance. - Guest Posts:
Strategic guest post placements on platforms like Instamojo.com and Passionateinmarketing.com offer relevant backlinks while expanding reach within niche audiences. - Redirect/Short Links:
Services like bit.ly, t.ly, and to-one.link.me are used for sharing and tracking purposes, mainly in social media or PR campaigns, though they offer limited SEO value.
NoFollow vs DoFollow Backlinks
Bella Vita’s backlink profile strikes a healthy balance between authority and SEO value:
~60% NoFollow: These links mostly come from large media publications or platform-based sources. While they don’t directly pass SEO link equity, they boost credibility, referral traffic, and brand awareness.
~40% DoFollow: Primarily sourced from lifestyle blogs, product review platforms, and comparison sites. These links actively contribute to search engine rankings by passing authority to the Bella Vita domain.
This mix indicates a natural and strategic link-building approach, combining reach with ranking power.
- Technical SEO
Bella Vita ensures its website is technically sound, with fast-loading pages, mobile responsiveness, secure HTTPS protocols, and a well-structured XML sitemap.
These behind-the-scenes optimisations not only improve user experience but also signal trust and crawlability to search engines, which forms a strong foundation for long-term organic growth.
Bella Vita Content Marketing
Bella Vita’s content marketing is all about connecting with its audience through useful and relatable stories.
The brand shares easy-to-understand blogs, skincare tips, and fragrance guides, along with behind-the-scenes content that shows how products are made.
- Educational Content
Bella Vita regularly shares informative articles and guides on topics like Ayurvedic skincare routines, the benefits of natural ingredients, and how to use their products effectively. This type of content not only helps customers make informed decisions but also builds trust by showcasing the brand’s expertise in natural and holistic beauty.
- Content Pyramid
Bella Vita follows a structured Content Pyramid Strategy that’s designed to guide its audience smoothly through every stage of the buyer journey—starting from awareness, building interest, and ultimately driving conversions.
- Awareness Stage: Educating and Attracting New Audiences
At the top of the funnel, Bella Vita creates informative blog posts that tap into common skincare and wellness queries. These articles are keyword-rich, SEO-optimised, and focused on introducing the brand to new users by solving their problems.
- Magical Benefits of Cucumber for Skin, Face and Body: This article shares natural skincare insights around a common ingredient—cucumber—positioning Bella Vita as a trusted source for holistic beauty.
- Top 5 Impressive Benefits of Vitamin C for Skin: Educates readers on the power of Vitamin C, while subtly hinting at related product offerings.
These awareness blogs serve as the entry point for search-driven users and help build initial trust.
- Interest Stage: Deepening Engagement Through Practical Advice
Once readers are familiar with the brand, Bella Vita nurtures their interest by publishing mid-funnel content. These blogs are practical, solution-focused, and often revolve around routines or common skincare issues, encouraging users to consider trying the brand’s offerings.
- How To Reduce Wrinkles Around The Eyes: Targets consumers looking for anti-aging solutions and offers a relatable pain point.
- Lip Care Routine 101: Everything You Need To Know About Healthy Looking Lips: Encourages users to adopt skincare routines that include Bella Vita products.
These pieces nurture the relationship by providing real value and nudging users closer to product exploration.
- Conversion Stage: Driving Action with Brand-Specific Content
At the bottom of the funnel, the content becomes brand-focused, showcasing product USPs, competitive comparisons, and collaborations. These are designed to trigger purchases and build loyalty.
- BELLAVITA x Bigg Boss: A Fragrance-Fueled Collaboration: Leverages pop culture and social proof to drive product interest and conversions.
- BELLAVITA Vs. Other Perfume Brands: Reinforces why Bella Vita stands out, helping undecided buyers make a confident purchase decision.
- Visual Storytelling
Bella Vita leverages the power of high-quality visuals—both images and videos—to bring its brand story to life. From showcasing the texture and application of products to highlighting ingredients and real-life use cases, every visual is crafted to inform and inspire.
- Social Media Marketing
Bella Vita has built a powerful presence on social media by blending influencer marketing with strategic storytelling.
- Celebrity Collaborations
Partnering with well-known faces has helped the brand gain massive visibility and credibility. These endorsements position Bella Vita as aspirational yet accessible, driving both awareness and desirability.
The brand’s #CelebSquad campaign featured Bollywood actors Kajal Aggarwal, Pulkit Samrat, and Sanjana Sanghi. This collaboration aimed to promote the #SimplifySelfCare initiative, emphasizing the use of natural, dermatologically tested, and cruelty-free products .
- Micro-Influencer Partnerships
The brand also taps into niche audiences by collaborating with micro-influencers. These creators bring a layer of authenticity and relatability, allowing Bella Vita to reach engaged communities that trust peer recommendations over traditional ads.
- Brand Ambassador
Fitness icon Milind Soman was onboarded to represent the brand’s commitment to gender-neutral skincare, aligning with his advocacy for natural and holistic wellness.
- Bella Vita’s YouTube Channel
Bella Vita’s YouTube videos center on short, engaging content (typically under 1 minute) promoting their fragrances. Each video highlights a specific product or product combo, making it easy for viewers to understand the benefits quickly.
The brand ties its fragrances to real-life situations, gifting, romance, boss-like confidence, date nights, and parties, to connect emotionally with target users.
Their video titles use casual, curiosity-piquing phrases and emojis like “Smell Fresh All Day,” “Top Secret Combo,” or “She Can’t Resist” to grab attention and drive clicks.
The tone is a mix of infotainment, with demonstrations, recommendations, and storytelling (e.g., “The Scent That Rekindles Romance”) to educate users while keeping them entertained.
Some videos promote exclusive combo offers and new arrivals (e.g., “Top Secret Combo Reveal”), which helps drive urgency and conversions.
- Bella Vita’s Unique The “Frago Italia” Campaign
In one of its most unexpected and genius moves, Bella Vita launched a unique campaign where it temporarily rebranded itself as “Frago Italia.” But this wasn’t just a new name, it was a social experiment wrapped in luxury branding.
Here’s how it unfolded:
Bella Vita invited a group of influencers and creators to experience their “new” perfume brand—Frago Italia. From sleek Italian-style packaging to a premium reveal, everything was designed to reflect high-end international standards. Influencers praised the “foreign luxury” and shared glowing reviews across social platforms.
Then came the twist.
It was later revealed that Frago Italia was, in fact, Bella Vita all along, when the company representatives peeled the Frago Italia labels off the bottles to reveal the original Bella Vita bottle.
The goal?
To highlight how consumer perception shifts when a brand sounds international or appears more premium, even though the product quality remains the same.
Why it worked:
- It challenged beauty biases in a clever, lighthearted way.
- It generated massive buzz and virality due to the big reveal.
- It reaffirmed Bella Vita’s core promise: world-class perfumes made in India, luxurious yet affordable.
The Frago Italia campaign wasn’t just marketing, it was a statement. A bold, creative move that proved Bella Vita understands both product and perception psychology like no other.
You can watch the full video here.
- Bella Vita’s Think Beyond Meetha Campaign
Bella Vita’s “Think Beyond Meetha” campaign was a clever twist on traditional festive marketing. Instead of the usual sweet-laden Diwali hampers, the brand encouraged consumers to go beyond the typical meetha (sweets) and gift something more meaningful, which is luxury fragrances.
The campaign aimed to redefine the idea of festive gifting by positioning perfumes as a thoughtful, long-lasting, and personal alternative to perishable treats. Through witty social media content, influencer collaborations, and vibrant visual storytelling, Bella Vita captured attention with a simple but powerful message:
“Why gift something that disappears in days, when you can gift a memory that lingers?”
By connecting emotionally with consumers during a high-sentiment season, the “Think Beyond Meetha” campaign not only drove a spike in seasonal sales but also deepened the brand’s identity as modern, bold, and memorable.
You can watch the full ad video here.
Sales Strategy
Bella Vita’s sales strategy is a well-balanced blend of direct-to-consumer (D2C) efforts and marketplace presence, allowing the brand to scale efficiently while retaining control over the customer journey.
Direct-to-Consumer (D2C) – 60% Revenue Share
A major chunk of Bella Vita’s revenue—around 60%—comes directly through its own website. This channel empowers the brand to:
- Own the customer experience: From homepage to checkout, every touchpoint is optimized for storytelling, upselling, and loyalty-building.
- Collect first-party data: Direct transactions give Bella Vita access to valuable customer insights like purchase history, preferences, and behaviour, fueling better marketing decisions.
- Boost profitability: Without marketplace commissions, the D2C model helps retain stronger margins.
- Run personalized campaigns: With full access to customer data, the brand delivers targeted promotions, bundles, and remarketing across channels.
Online Marketplaces – 40% Revenue Share
The remaining 40% of revenue comes from leading e-commerce platforms like Amazon, Flipkart, Nykaa, and Purplle.
These channels serve as key distribution allies to:
- Tap into large, existing user bases with high intent to buy.
- Build trust by associating with credible, well-known platforms.
- Expand reach into Tier II and Tier III cities where marketplaces are often the first touchpoint for online beauty shopping.
- Boost discoverability through platform-specific promotions, reviews, and bestseller rankings.
Mall Kiosks
Bella Vita didn’t just rely on digital channels to grow. It also made a smart offline move by setting up kiosks in malls across India.
These kiosks serve as interactive, mini showrooms where customers can test fragrances, explore skincare products, and get a feel of the brand in person. By being present in high-footfall locations like shopping malls, Bella Vita:
- Reaches a wider and more diverse audience, especially impulse buyers.
- Builds brand trust through face-to-face interactions.
- Offers personalised product recommendations, boosting in-person conversions.
This omnichannel strategy not only supports online sales but also plays a key role in spreading brand awareness and creating loyal, repeat customers.
Some of the malls where Bella Vita has opened their kiosks are Nexus Seawoods Mall, Navi Mumbai, Mall of Mysore, Himalaya Mall, Bhavnagar, Acropolis Mall, Kolkata, among others.
Retention and Personalization
Bella Vita understands that acquiring a customer is just the beginning. The real growth lies in keeping them engaged. Through smart segmentation and hyper-personalized outreach, the brand has built a robust retention engine that drives both loyalty and repeat purchases.
Customer Segmentation with RFM Analysis
Using MoEngage, Bella Vita segmented its audience based on Recency (last purchase), Frequency (how often they buy), and Monetary value (how much they spend).
This RFM model helped the brand:
- Identify high-value customers and loyalists
- Spot at-risk and dormant users
- Personalize communication based on behaviour
The result? A 57% increase in customer retention, thanks to tailored experiences that speak directly to each user segment.
Re-engagement via WhatsApp
To revive inactive customers, Bella Vita launched targeted WhatsApp re-engagement campaigns. These included:
- Exclusive product launches
- Personalized offers and bundles
- Skincare tips and fragrance recommendations
With real-time delivery and higher open rates than email, these campaigns delivered impressive results—a 12x increase in dormant user conversions.
PPC Strategy
Bella Vita Organic uses a full-funnel PPC strategy that targets audiences across various stages: awareness, consideration, and conversion. The strategy blends Search, Display, Shopping, Video, and Social Ads to maximize ROAS.
Google Ads
- Search Ads
Bella Vita runs ads that show up when people search for:
- Branded terms like “Bella Vita perfumes”
- Generic terms like “affordable long-lasting perfumes” or “best Ayurvedic skincare India”
Ad Extensions:
To make their ads more useful and clickable, they add extra links and highlights like:
- Sitelinks – Quick links to pages like Shop Now or Bestsellers
- Callouts – Short phrases that show key benefits like Cruelty-Free or Natural Ingredients
- Structured Snippets – Show the types of products available, such as Perfumes, Skincare, and Combos
This helps people find what they’re looking for faster—and makes the ad more likely to get clicks.
- Google Shopping Ads
Bella Vita uses Google Shopping Ads to promote its fragrance and skincare collections effectively. These ads showcase key product features such as:
- Product images that highlight elegant packaging and brand identity
- Clear pricing with visible discount badges to attract budget-conscious shoppers
- Customer reviews providing social proof and building trust
The ads are strategically targeted by product category and search intent, allowing Bella Vita to reach the right audience at the right time.
For example, users searching for specific queries like “Buy men’s perfume under ₹500” are served tailored ads featuring affordable options from Bella Vita’s collection, increasing the chances of conversion.
- Display Ads
Bella Vita runs Display Network Ads through retargeting campaigns using banner ads that appear on beauty, wellness, and lifestyle blogs. These ads feature attractive creatives, often showcasing models and celebrity endorsements to capture attention and reinforce brand appeal.
YouTube Ads
Bella Vita also uses YouTube Ads, including 6-second bumper ads and 15-30 second in-stream skippable ads, to promote new product launches like perfume series, share customer testimonials, and tell the brand’s story.
Meta Ads
- Top of the Funnel
Bella Vita’s Meta Ads at the top of the funnel focus on awareness through creative-led storytelling using reels, carousels, and short videos. These ads target users interested in beauty and wellness, encouraging them to “Shop Now” and explore the brand.
- Middle of the Funnel
At the mid-funnel stage, Bella Vita uses dynamic product ads to show users products they previously viewed, alongside carousel ads highlighting bestsellers and new arrivals. Engagement is boosted through interactive elements like “Tag a friend” prompts, polls, and quiz-style stories to deepen connection and drive conversions.
- Bottom of the Funnel
At the bottom of the funnel, Bella Vita runs focused ads creating urgency with messages like “Last Day Sale” and “Flat 40% Off.” These ads target custom audiences such as cart abandoners, website visitors, and email subscribers to drive final conversions.
Retention Strategy
Bella Vita’s retention strategy centers on re-engaging dormant users, encouraging repeat purchases, and building strong emotional connections through exceptional customer experience and loyalty programs.
In email and SMS marketing, post-purchase flows include thank-you emails sent within two hours of order confirmation, real-time order tracking updates, and product usage tips to help customers get the most from perfumes and skincare items.
Replenishment campaigns email customers 20–25 days after purchase with subject lines like “Running Low? Here’s 10% Off Your Refill” to prompt timely repurchases.
Win-back campaigns target users inactive for 60+ days, offering personalized discounts to encourage customers to return. SMS reminders focus on abandoned carts and limited-time sales, using short, urgent CTAs such as “Ends Tonight!” or “Buy Again & Save ₹150!”
The loyalty program, Bella Vita Rewards, lets customers earn points for sign-ups, birthdays, social shares, and purchases, which they can redeem for discounts or free products like perfume minis and scrubs.
The referral program operates on a “Give ₹200, Get ₹200” model, using referral codes linked to customer accounts, promoted through post-purchase emails and SMS to incentivize sharing and new customer acquisition.
Wrapping It Up
Bella Vita Organic’s marketing strategy stands out as a well-executed blend of creativity, data-driven decision-making, and omnichannel presence.
From making use of influencer collaborations and storytelling campaigns to building a strong D2C foundation and driving conversions through personalized retention tactics, the brand has successfully carved a niche in the competitive beauty and wellness market.
Their full-funnel approach, spanning awareness to loyalty, ensures continuous customer engagement, while channel diversification across e-commerce platforms, kiosks, and marketplaces broadens their reach.
And with a focus on content, community, and conversion, Bella Vita has built not just a brand but a loyal consumer base that resonates with its ethos of affordable, natural, and effective self-care.
