Case Studies

Skincare Brand for Sensitive Skin

Abhishek Edachali
April 29, 2025
β€’
5 min read
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Skincare Brand for Sensitive Skin

$176,580

in revenue generated in 10 months.

4.8x

ROAS

Customer focus + inventive solutions = lasting impact
Ad Platforms Used:
About Project
With relatable video UGC, skin quiz funnels, and full-funnel Meta ad structure.
Client Snapshot
  • Industry: Skincare (D2C)

  • Location: U.S. Shipping (HQ in Denver, CO)

  • Hero Product: Gentle Bakuchiol Night Serum

  • Goals: Build awareness in a sensitive skin niche, drive conversions, grow email base

‍

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They had no CRM system in place to collect and work leads
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The Challenge

The brand had a standout clean formula but lacked reach.
Challenges included:

  • Low purchase intent from cold audiences

  • Ad fatigue from static brand shots

  • Needed a way to scale spend without blowing up CAC
Our Strategy
We approached this in 4 structured phases, iterating fast based on learnings:

The brand had a standout clean formula but lacked reach.
Challenges included:

  • Low purchase intent from cold audiences

  • Ad fatigue from static brand shots

  • Needed a way to scale spend without blowing up CAC
Phase 1:
Test Campaigns

πŸ§ͺ Objective: Build trust and educate cold audiences

  • Created a 3-step β€œFind Your Glow” skin quiz

  • Offered 15% OFF for quiz-takers to capture emails

  • Top ad angles: β€œRetinol made you break out? Try this instead.”

  • Quiz completions retargeted with DPA + before/after UGC
    πŸ“Š Results:

  • 14,000 email leads at $1.83 CPL

  • CTR increased 2.8X vs. previous brand ads

  • Conversion rate: 9.2% from quiz funnel traffic

‍

Phase 2:
Giveaway for Brand Awareness

πŸ“½οΈ Objective: Build authority and repeat purchase behavior

  • Partnered with 12 creators with sensitive skin stories

  • UGC split between routine videos, unboxing, and before-after over 3 weeks

  • Ad copy mimicked testimonials: β€œI stopped using actives until I found this.”

πŸ“Š Results:

  • 6 best-performing videos generated 3.9X ROAS

  • ROAS for retargeting layer peaked at 5.4X

  • UGC was refreshed every 6 weeks to avoid ad fatigue

‍

Phase 3:
Lead Generation Campaigns

πŸ“¦ Objective: Increase AOV and stabilize spend

  • Introduced 2-bottle bundles and a night/day combo kit

  • Meta campaign structure: 20% Advantage+ Shopping, 80% BAU funnels

  • Cold audience testing every 4 weeks: age 30–50, sensitive/acne-prone groups

  • Landing pages restructured with clean testimonials + zero fluff product claims

πŸ“Š Results:

  • AOV lifted by 23%

  • Blended CAC dropped below $15

  • ROAS stabilized at 4.3X with $17K/month ad spend

‍

Phase 4:
High-Ticket Expansion
What Made This Campaign Work
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They had no CRM system in place to collect and work leads
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GET ANSWERS

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