The Challenge

The primary goal was to achieve sustainable growth while reducing customer acquisition costs (CAC) and improving return on ad spend (ROAS).

Key challenges included:

• High competition within the skincare and cosmetics category
  
  

• Overlapping audiences across multiple paid media platforms
  
  

• Under-optimized product feed and conversion tracking
  
  

• Limited brand storytelling and differentiation in ad creatives
  
  

• Fragmented email automation with low open and click rates
  
  
  

Objectives

1. Improve paid media efficiency across Meta and Google Ads
   
   

2. Increase conversion rate (CVR) through website and funnel optimization
   
   

3. Expand retention through CRM and lifecycle marketing
   
   

4. Enhance brand authority and visibility via organic and content strategies
   
   
   

Strategy

A multi-channel, data-driven growth strategy was implemented, combining full-funnel advertising, website optimization, and retention marketing.

1. Paid Media Revamp

• Developed a full-funnel Meta and Google strategy segmented by awareness, consideration, and conversion stages
  
  

• Integrated first-party data from purchase history and CRM for dynamic audience retargeting
  
  

• Launched performance-driven campaigns focused on hero SKUs and dermatologist-trusted collections
  
  
  

2. Creative Optimization

• Produced educational and UGC-style ad creatives highlighting real dermatology insights
  
  

• Implemented A/B testing for video hooks, product benefits, and testimonial angles
  
  

• Applied consistent brand guidelines to boost recognition across ad placements
  
  
  

3. Conversion Rate Optimization (CRO)

• Conducted landing page audits to streamline checkout flow and improve UX
  
  

• Enhanced trust elements (reviews, before/after visuals, dermatologist credentials)
  
  

• Introduced limited-time offers and free shipping thresholds to increase AOV
  
  
  

4. Retention & Email Marketing

• Rebuilt automated email flows (welcome, replenishment, post-purchase)
  
  

• Segmented lists by product category and customer behavior
  
  

• Improved deliverability and engagement through optimized subject lines and content design
  
  
  

5. SEO & Content Integration

• Optimized product pages and blogs for high-intent skincare and treatment keywords
  
  

• Developed content clusters focused on common skin concerns (acne, anti-aging, pigmentation)
  
  

• Built internal linking structure to support organic visibility and authority
  
  
  

Execution

The campaign rollout followed a phased timeline:

Phase 1 — Audit & Setup (Month 1)
Tracked data accuracy, fixed pixel issues, restructured ad accounts, and defined performance benchmarks.

Phase 2 — Testing & Optimization (Months 2–3)
Ran controlled tests for creatives, audiences, and ad formats to determine top performers.

Phase 3 — Scaling (Months 4–6)
Shifted spend toward high-performing campaigns, expanded to new audience segments, and layered in seasonal offers.

Phase 4 — Retention & Automation (Ongoing)
Focused on lifecycle campaigns, subscription offers, and loyalty programs to maintain customer lifetime value.