The Challenge

Despite a solid customer base and trusted reputation, the brand’s online sales did not reflect its offline success.

Key challenges included:

• Limited brand visibility among at-home tanning consumers
  
  

• High cost per acquisition (CPA) on Meta and Google campaigns
  
  

• Fragmented targeting between professional and consumer audiences
  
  

• Under-optimized website and weak product storytelling
  
  

• Low email engagement and repeat purchase rate
  
  
  

Objectives

1. Increase DTC (Direct-to-Consumer) revenue through performance marketing
   
   

2. Reduce CPA and improve ROAS across paid channels
   
   

3. Strengthen brand positioning in the premium tanning category
   
   

4. Boost retention through lifecycle email marketing and promotions
   
   
   

Strategy

The approach combined audience segmentation, full-funnel campaign restructuring, and creative optimization to drive measurable results while maintaining a consistent brand identity.

1. Paid Media Restructure

• Segmented campaigns for professional vs. at-home consumers
  
  

• Created awareness, consideration, and conversion layers on Meta and Google Ads
  
  

• Implemented dynamic product ads and remarketing for high-intent audiences

2. Creative & Messaging Optimization

• Highlighted the brand’s salon heritage and flawless tanning results
  
  

• Introduced educational ad creatives explaining product benefits and safe tanning science
  
  

• Leveraged user-generated content and testimonials to increase trust and relatability
  
  

3. Website & Conversion Rate Optimization (CRO)

• Improved navigation and mobile responsiveness
  
  

• Enhanced product pages with before/after visuals and trust elements
  
  

• Introduced bundles and cross-sell recommendations to increase average order value (AOV)
  
  

4. Retention & Email Marketing

• Built automated email flows for welcome, post-purchase, and replenishment sequences
  
  

• Introduced loyalty offers and referral incentives
  
  

• Designed seasonal email campaigns around events like summer, weddings, and holidays
  
  

5. SEO & Organic Visibility

• Optimized pages for high-value keywords (self-tanning, spray tanning, bronzing mousse)
  
  

• Developed educational content addressing common tanning concerns and tips
  
  

• Improved technical SEO and internal linking for long-term organic traffic growth
  
  

Execution

The strategy was executed over a six-month phased plan:

Phase 1 — Audit & Setup
Revised ad account structure, improved pixel tracking, and established reporting dashboards.

Phase 2 — Creative Testing
Launched multiple ad variations to test imagery, messaging, and CTAs.

Phase 3 — Scaling & Optimization
Shifted budget toward top-performing campaigns and introduced limited-time bundles to drive urgency.

Phase 4 — Retention & Automation Deployed CRM workflows, targeted reactivation campaigns, and subscription offers to maximize repeat revenue.

Results After 7 Months