Soft Services. The Most Specific Positioning in Body Care, Running the Most Generic Ads.
Two Glossier founders who built one of DTC's best product brands had a clear gap: cold traffic creative that treated their product like a premium body lotion rather than a category-defining solution for skin concerns everyone has and nobody talks about.Creative Did Not Match the Positioning
Two Glossier founders who built one of DTC's best product brands had a clear gap: cold traffic creative that treated their product like a premium body lotion rather than a category-defining solution for skin concerns everyone has and nobody talks about.Creative Did Not Match the Positioning
The Situation Before
1.5x
Blended ROAS
$54
Cost per Acquisition
$36
Average Order Value
Creative Missed the Hook
Paid ads led with product aesthetics and clean ingredients. The real hook, that body skin has always been ignored by the skincare industry, never appeared in cold creative.
Conditions Never Named
40% of American adults have keratosis pilaris. Most have ingrown hairs. Zero paid creative spoke directly to either condition by name or offered a specific solution.
Education Platform Wasted
The Mass Index education platform built real brand authority. It was never used as a paid creative angle, a retargeting hook, or a trust signal in any campaign.
Single Product Entry Point
The Smooth Skin bundle at $102 was the natural first purchase for a new customer with a body skin concern. It was never the primary paid CTA in any campaign.
Creative Missed the Hook
Paid ads led with product aesthetics and clean ingredients. The real hook, that body skin has always been ignored by the skincare industry, never appeared in cold creative.
Education Platform Wasted
The Mass Index education platform built real brand authority. It was never used as a paid creative angle, a retargeting hook, or a trust signal in any campaign.
Conditions Never Named
40% of American adults have keratosis pilaris. Most have ingrown hairs. Zero paid creative spoke directly to either condition by name or offered a specific solution.
Single Product Entry Point
The Smooth Skin bundle at $102 was the natural first purchase for a new customer with a body skin concern. It was never the primary paid CTA in any campaign.
The Diagnostic
Before writing a single ad or building a single flow, we ran a full revenue leak audit across the ad account, email platform, and funnel.
Wrong Hook
Paid creative led with aesthetics and ingredients. The real hook, that body skin has always been ignored, was never in a single ad
Wrong Hook
Paid creative led with aesthetics and ingredients. The real hook, that body skin has always been ignored, was never in a single ad
Revenue Process
We've Built
The exact systems we put in place across ads, funnel, and email to fix the leaks.
Audit Your Funnel
We start by finding exactly where your revenue is leaking. Every broken step, every underperforming ad, every drop-off point gets identified before we touch a single campaign.
Build The Strategy
Easily submit your design requirements through our private design portal, ensuring a seamless process where your vision is understood, refined, and brought to life with precision and creativity.
Launch & Scale
Campaigns go live, data comes in, and we optimize relentlessly. You get clear reporting, honest communication, and results you can actually see in your revenue.
The Build
We've Built
The exact systems we put in place across ads, funnel, and email to fix the leaks.
Condition-Led Creative
Rebuilt cold traffic creative around three specific body skin conditions: keratosis pilaris, ingrown hairs, and body acne. Each ad named the condition in the hook, described it without shame, and positioned the Smoothing Solution or Buffing Bar as the first product that actually addresses it.
Positioning Hook Campaign
Launched a separate campaign using the category-defining angle directly: "Your face gets a 10-step routine. Your body gets a bar of soap." Three creative variations tested across static, carousel, and short video formats against the product-led control.
Bundle-First Retargeting
Retargeting stack rebuilt around the Smooth Skin bundle. Product page visitors saw the bundle as the logical next step with the Mass Index as a trust signal. Education-led retargeting used body skin concern content from Mass Index as the hook before the product offer.
What Didn't Work
The ingredient-led creative angle failed even with the condition framing. Ads that led with lactic acid percentages and urea concentrations had strong dwell time but poor purchase rate. The audience was interested but intimidated. We removed all ingredient language from cold creative and rebuilt around the outcome, smooth skin in two weeks, with ingredients moved to the landing page only.
The first bundle landing page led with the full three-product routine and a $102 price point above the fold. Conversion was 0.9%. Cold traffic left immediately at the price. We rebuilt to lead with the single Smoothing Solution at $34, with the bundle introduced as an upgrade after the product benefit was established. Conversion moved to 2.8% within eight days.
The ingredient-led creative angle failed even with the condition framing. Ads that led with lactic acid percentages and urea concentrations had strong dwell time but poor purchase rate. The audience was interested but intimidated. We removed all ingredient language from cold creative and rebuilt around the outcome, smooth skin in two weeks, with ingredients moved to the landing page only.
The first bundle landing page led with the full three-product routine and a $102 price point above the fold. Conversion was 0.9%. Cold traffic left immediately at the price. We rebuilt to lead with the single Smoothing Solution at $34, with the bundle introduced as an upgrade after the product benefit was established. Conversion moved to 2.8% within eight days.
The Results
3.7x
Blended ROAS
$28
Cost per Acquisition
$58
Average Order Value
Creative Missed the Hook
Paid ads led with product aesthetics and clean ingredients. The real hook, that body skin has always been ignored by the skincare industry, never appeared in cold creative.
Conditions Never Named
40% of American adults have keratosis pilaris. Most have ingrown hairs. Zero paid creative spoke directly to either condition by name or offered a specific solution.
Education Platform Wasted
The Mass Index education platform built real brand authority. It was never used as a paid creative angle, a retargeting hook, or a trust signal in any campaign.
Single Product Entry Point
The Smooth Skin bundle at $102 was the natural first purchase for a new customer with a body skin concern. It was never the primary paid CTA in any campaign.
Condition Creative Won
The keratosis pilaris ad was the top performer in the account within 10 days. Naming the condition directly converted 3.2x better than the previous product aesthetic creative running the same budget.
AOV Up 61%
Bundle retargeting and landing page rebuild moved average order value from $36 to $58. Customers introduced to the routine concept bought two or three products on the first order.
Positioning Hook Scaled
"Your face gets a 10-step routine. Your body gets a bar of soap." became the highest ROAS creative in the account. The category-defining angle converted cold audiences who had never heard of the brand.
CPA Cut by 48%
Condition-specific creative eliminated the wasted spend on broad skincare audiences with no specific intent. CPA dropped from $54 to $28 within 30 days of the new creative going live.