Beauty case study, 2024
Grew revenue 4× in 3 months for an Ayurvedic D2C skincare brand in India, at a stable CPA.
An established Indian Ayurvedic skincare and haircare house needed two things at once, fast brand awareness and strong online sales growth without a rise in acquisition cost. We delivered both. We reached 1.65M relevant accounts and grew revenue 4× in 90 days while CPA held flat.
We reached 1.65M relevant accounts. We picked them by interest in natural and Ayurvedic products, not broad reach.
Online sales grew 4× in the first 90 days.
Acquisition cost held flat the whole time we scaled. Revenue grew without raising the cost of each new customer.
CLIENT SNAPSHOT
The brief
An Ayurvedic skincare and haircare house selling D2C in India, needing brand awareness and online sales at the same time.
This is an established Indian Ayurvedic beauty house. Its range covers skincare, haircare, bath and body, and gifting, priced in rupees on its own D2C store. It sells classics like Kumkumadi facial oil and Bringadi hair oil alongside new launches such as a daily SPF 50 sun shield.
The brief was direct. Build brand awareness fast and push online sales hard, but keep acquisition cost from ballooning. That is a hard ask in a crowded category.
The problem
Crowded category, and awareness, revenue and CPA goals all at once.
Three goals pulled against each other. Awareness needed reach. Revenue needed sales. A firm CPA meant we could not just throw budget at the widest audience. The brand also had to sell through D2C and on Amazon India, Myntra and Flipkart without the channels eating each other's sales.
What we did
Tight targeting, brand and sales ads side by side, and marketplaces running with D2C.
The plan paired reach with sales and held every step to a firm CPA.
We targeted relevant audiences instead of broad reach, meaning people likely to care about natural and Ayurvedic formulations. Brand ads ran next to sales ads, so the same buyer saw the story and then the offer.
CPA stayed under close watch the whole time we scaled. We checked every budget increase against acquisition cost, not impression volume. The brand also ran on Amazon India, Myntra and Flipkart next to its own D2C store. That way it met buyers wherever they liked to shop.
BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.
Built on interest in natural and Ayurvedic products, not broad reach.
Brand story ads ran next to offer ads, so the same buyer saw both in order.
We checked every budget increase against acquisition cost. We never chased impressions if they raised the cost of each sale.
Amazon India, Myntra and Flipkart ran next to the D2C store, so buyers could shop where they liked.
A plan we can repeat for natural and Ayurvedic brands scaling D2C alongside marketplaces.
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