Case studies D2C · Skincare
D2C · SkincareA skincare brand with strong first orders and weak repeat purchase
The advert promised too much. Moving from miracle claim to guided routine changed the creative.
- Educateingredient, concern, use
- Demonstrateroutine, texture, timeline
- Retainreminders, replenishment, proof
The challenge
Paid social was bringing in a steady stream of first-time buyers, but repeat purchase stayed weak. Customers understood the claim but not the routine.
What we did
We rebuilt the message around a simple routine: explain the concern, show the order of use, make progress visible, and let a real person set expectations.
The story
In a category built on proof, trust is a conversion variable. This brand’s advertising was asking a lot of one claim, and it worked well enough to win first orders. What it did not do was help people use the product, so they did not come back.
The creative question became: what should I use, when, and what should I expect next? We shifted from miracle claim to guided habit, and built the message around a routine people could follow.
More work
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