Naked & Thriving
Scaled 5x in 6 months while increasing ROAS 36%
Thechallenge.
A skincare brand in a category where nobody believes anybody. Cold traffic was expensive to convince and expensive to convert, which put the return under the line they needed. Two numbers had to move at once: what it cost to get a stranger onto the site, and what share of those strangers actually bought.
What wedid.
- Built two trust funnels: one on skincare influencers and beauty editors, one on board-certified dermatologists. We contacted 100 dermatologists and four put their name on the product
- Ran that content as the ads, which brought the cost of buying a customer down from $85 to $53 in 45 days
- Sent cold traffic to an advertorial first instead of straight at the product page, which took out the consideration-stage drop-off where skincare conversion usually dies
- Tested advertorials, landing pages, and collection pages until two clear winners emerged: a top-5 comparison article and a flash-sale collection page
- Rebuilt the account with cost controls and a dedicated testing campaign, so budget could move to winners daily instead of monthly
- Then scaled the spend. Five times over, because a profitable account that is not growing is a decision, not a constraint
Theresults.
- Ad spend, scaled 5x$93K to $478K a month in six months, a 5x increase
- The return went up, not downReturn on ad spend climbed 36%, from 1.10 to 1.50, hitting the target they had set inside 45 days
- Cost of buying one customer$85 to $53 in 45 days
Thecreative.
Inmotion.
You already know the shape of this one. Skincare is a category where every brand says the same thing, so a stranger costs a fortune to convince and converts at a rate that puts your ads under the line. Both of those are fixable, and neither of them is fixed by a bigger budget.
We built the trust into the creative instead of buying more of it. Influencers and beauty editors on one funnel, board-certified dermatologists on the other: we contacted 100 of them and four agreed to put their name on the product. That content brought the cost of buying a customer from $85 down to $53 inside 45 days. Then we stopped sending cold traffic straight at the product page and sent it to an advertorial first, which removed the consideration stall where skincare conversion usually dies. Two pages won outright: a top-5 comparison article and a flash-sale collection page.
Their return moved from 1.10 to 1.50 and cleared the target they had set, in 45 days. And then we did the part almost nobody does: we scaled the spend, five times over, from $93K a month to $478K. The return did not collapse under the weight. It went up. A profitable account that is not growing is a choice someone is making, and it is usually the wrong one.