Beauty case study, 2024
Grew monthly sales 3.5× for a premium Mumbai skincare D2C brand with a 360° digital rebuild.
A cruelty-free skincare start-up, tested by dermatologists and made for sensitive Indian skin, was lost in a crowded D2C category. We ran a 6-month 360° program. We repositioned the brand, wrote content around skin problems, fixed technical and on-page SEO, and ran paid ads and influencers by segment. We also rebuilt social and set up email automation. Organic traffic grew 220%, monthly sales rose 3.5× and ROAS reached 5.2×.
Organic traffic grew 220% as topic clusters and problem-led content won product question searches.
Monthly online sales grew 3.5× from SEO, paid ads, influencers and email working together.
Segmented paid ads and micro-influencers returned 5.2× on ad spend within 90 days.
CLIENT SNAPSHOT
The brief
A premium Indian skincare D2C brand, cruelty-free, tested by dermatologists and made for sensitive Indian skin, lost in a very crowded category.
This premium skincare start-up sells to urban women aged 22 to 35 who want non-toxic, natural active skincare. The product was good and the brand story was strong. The digital side was not. Organic traffic was flat, social posts got little response, and paid ads ran on broad targets with no way to measure return.
The brand came to Redefine Web for a full audit and a 360° plan. The goal was to make it the brand people trust in its category, not just one more product on the shelf.
The problem
A very crowded D2C category. Strong product, invisible online, paid ads losing money.
What we did
Audit, lead with skin problems instead of products, then run SEO, paid ads, influencers and email under one plan.
One clear position tied every channel together, from SEO and paid ads to influencers, social and email.
We started with a full audit of the site, SEO, social, email and paid ads. Then we built a 360° plan on top. We rewrote the messaging for urban women aged 22 to 35 who want fragrance-free, pH-balanced products tested by dermatologists. We organized site content around skin concerns like acne, dryness and sensitivity, not ingredient lists.
SEO went after product questions like "fragrance-free face wash India" and "best moisturizer sensitive skin". Topic clusters covered skincare routines, key ingredients and the customer journey. Paid ads paired Google Shopping with segmented Meta campaigns, retargeting and dynamic product ads. On top of that, 15+ micro-influencer collabs made Reels, before and after posts, and unboxing videos. The rebuilt social feed now teaches, with series like "Ingredients 101", "Skincare mistakes to avoid" and real customer before and after shots. Email automation covered a welcome series, cart reminders that teach about the product, and a weekly newsletter with tips and offers.
BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.
We audited the site, SEO, social, email and paid ads, then rebuilt them all on one clear position.
We built content around skin concerns like acne, dryness and sensitivity, not ingredient lists.
We targeted product questions, wrote content on ingredients and routines, and fixed site speed, mobile and alt text.
Google Shopping and Meta ads split by skin concern, age and behavior, with Reels, before and after posts, and unboxing videos.
Series like "Ingredients 101", "Mistakes to avoid" and real customer before and after shots. The feed teaches instead of just selling.
A welcome series, cart reminders that teach about the product, weekly tips and seasonal campaigns.
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