Cold-launched a naturals skincare brand into the India market
An NZ-formulated, vegan, paraben-free, cruelty-free natural skincare brand entering the Indian market needed two things at once: rapid brand awareness, and aggressive online sales growth without inflating acquisition cost.
A NZ-formulated natural skincare D2C, vegan, paraben-free, cruelty-free, entering the Indian market and needing brand
A natural skincare brand formulated in New Zealand, vegan, paraben-free, cruelty-free, making its first push into the Indian market. Fairly new to the market, with no brand recognition to lean on locally.
The brief was direct: establish brand awareness fast, and aggressively drive online sales without letting acquisition cost balloon, a hard ask for a new brand in a saturated category.
New brand, saturated market, awareness + revenue + CPA discipline at the same
Cold India market entry
A naturals D2C brand entered the Indian market cold, with no local audiences or brand recall.
Unproven creative library
No paid creative had been tested for the region, so learning had to happen fast and cheap.
CAC discipline required
Founder needed a clean acquisition cost model before scaling monthly ad budget higher.
Relevant-audience targeting, dual awareness + conversion creative, marketplace
Relevant-audience targeting
Built around natural / vegan / cruelty-free affinity rather than broad-reach impressions.
Awareness + conversion in parallel
Brand narrative creative running alongside offer creative so the same prospect saw both in sequence.
CPA discipline during scale
Every budget increase checked against acquisition cost, no chasing impression volume at unit-economic expense.
D2C + marketplace coexistence
Amazon India / Myntra / Flipkart presence integrated alongside D2C to meet buyers in their preferred channel.
New-market positioning playbook
Repeatable launch architecture for naturals brands entering geographies with no prior brand equity.
Program action
Standing workstream inside the engagement.
What the numbers show
1.65M relevant accounts impacted, 4× revenue inside 90 days, CPA held flat across the scale window, proof that a
Impacted 1.65M relevant accounts, targeted by naturals / vegan / cruelty-free affinity, not broad reach.
Online sales scaled 4× inside the first 90 days of India market push.
Acquisition cost held flat throughout the scale window, revenue growth without unit-economic compromise.
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