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D2C Skincare120 days
Lumen
Scaled Meta Ads from ₹80K to ₹6L/mo at 4.2x ROAS.
A bootstrapped skincare brand needed to scale paid spend without burning margin. We rebuilt the funnel from creative up.
Monthly spend
₹80K₹6L
+650%
ROAS
1.6x4.2x
+162%
CAC
₹820₹310
-62%
Repeat rate
11%28%
+155%
The challenge
Existing campaigns ran on a single audience with one ad creative. CAC was rising and ROAS was below break-even.
Strategy
- Rebuild creative library with 5 hook formats × 3 visual treatments
- Layer cold/warm/retargeting funnels with tailored messaging
- Introduce UGC testimonials at top of funnel
Execution
- Produced 22 ad creatives in 30 days
- Restructured account into 4 campaigns with clear KPI gates
- Shifted 60% spend to UGC-style ads after early testing
Results
- 4.2x blended ROAS sustained at scale
- 3 creators turned into long-term whitelisted partners
- Repeat purchase rate doubled in 4 months
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