Skincare Brand (Indie Clinical)

The Story

Affordable clinical skincare stocked at Target. DTC was stagnant at ~$250K/month because ads leaned too retail-focused. Their “affordable” messaging wasn’t aspirational enough.

Our Playbook

  • Ad Angles: Pivoted from “cheap but effective” → “drugstore price, dermatologist results.” Pivoted from “cheap but effective” → “drugstore price, dermatologist results.”

  • UGC: Raw “before & after” acne transformation diaries → scaled as evergreen creatives.

  • Google Ads: Conquested terms like “cheap retinol” and “affordable vitamin C serum.”

  • Retention: Launched subscription refills with a free “skin tracker journal” gift → extended LTV by 40%.


Results

  • Scaled from $250K → $2.4M/month in 13 months.

  • Blended ROAS 6.1x.

  • One TikTok ad (“I can’t believe this costs under $20”) drove $350K+ revenue.

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