Spring launch, paid social
[8] weeks · Paid media
Industry · 02
Beauty that sells the second bottle.
Ads can buy a first order. The profit is in the refill. We find the ads that bring buyers who come back, and build the flows that bring them back on time.
What we watch first
- Repeat rate
- Cost per first order
- Days to second order
Where we startSee the order
- 1Growth strategyAlways first
- 2Paid mediaStart here
- 3Email & SMSNext
The hard part
Why beauty stores stall.
The first order rarely pays for itself in beauty. The second one decides whether the store grows.
The plays
The plays we run in beauty.
Five plays we start with. Each one is a test with a number, read every Monday.
Textures, routines and honest first impressions from creators, four to six a week. Losers are cut on the Monday they lose.
- We judge it by
- Cost per first order, by creator
A reminder when the bottle runs low, not a week of promos. Each product’s reminder follows its real reorder window.
- We judge it by
- Days to second order, repeat rate
Cleanser, serum and cream sold as one routine, priced below buying them apart. Tested against single products on the same page.
- We judge it by
- Average order value, items per order
Pages for what people search, like “niacinamide serum” or “routine for dry skin”. Each one ends in the products that answer it.
- We judge it by
- Organic revenue from ingredient pages
People searching your brand name are split from new-customer campaigns, so the report shows what the ads really add.
- We judge it by
- New-customer revenue from Shopping
Services
The order we’d run them in.
Five services, one plan. Here’s where each one fits in this market.
All five services- Always firstGrowth strategyThe plan sets a repeat-rate target next to the revenue one.Revenue · CAC · LTV
- Start herePaid mediaCreator ads find first buyers, judged on cost per first order.CAC · ROAS · Cost per order
- NextEmail & SMSRefill flows turn first orders into second ones.Revenue per recipient · Repeat rate
- ThenAnalytics & CROBundles and routine pages grow the basket.Conversion rate · AOV
- LaterContent & SEOIngredient pages answer the searches that come before a purchase.Organic revenue · Rankings
Proof
Beauty & skincare, with receipts.
Always-on creative testing
Ongoing · Paid media
Every Monday
The numbers we report first.
- Repeat rate
- Cost per first order
- Days to second order
On one page at 09:00, next to what you spent, with the tests that moved them.
How we reportFAQ
Questions about beauty and skincare.
Not on the list? Ask on a call, or by email.
Yes. We write to Meta’s and Google’s health and beauty policies from the first draft and keep proof for every claim. Ads that need review go out early in the week.
Yes. We brief creators, collect the clips and test them as ads. You approve every creator and every script before anything runs.
No. We focus on your own store, where you own the customer, and report its numbers on their own so you can see what it adds.
Refill flows work on orders you already have, so the first reminders go out within [2] weeks. Repeat rate needs one full reorder cycle to read properly.
Yes. The same plays apply: samples, refills and creator proof. Our fragrance work is in the case studies on this page.
Still have questions?Saimul Islam answers every one.More markets
All eight marketsNearby aisles.
Health & supplements
Trust, ad rules and subscriptions.
Fashion & apparel
Drops, sizes and returns.
Jewellery & accessories
Gifts, trust and small screens.
- All eight marketsSee where we start in each one.
Your turn
Let’s grow.
Book a strategy call
Bring your best seller. In [30] minutes we’ll show you how we’d sell its second bottle.
Or write to [hello@domain.com]
