The brand had no clear flagship SKU, sparse creative assets to test with, and a brand story that got lost in a sea of clean-beauty sameness.
We audited 40+ existing content pieces—including statics, short reels, and UGC—and structured a matrix to test which product could carry the line. After running side-by-side campaigns with various angles (heritage, ingredient science, and ritual use), Pure Cold-Pressed Amla Oil clearly stood out. It had the strongest click-through rate, the lowest CPA, and the clearest promise: glow-inducing, multi-use care for both face and hair. We rebuilt campaign structure around that product, designed TOF carousel ads to teach the ritual, layered MOF ads with Vogue pull quotes and before/after UGC, and used BOF bundles to raise AOV. EXS campaigns reactivated past customers with replenishment-focused retargeting and content drops.
Hero-first strategy transformed a scattered content library into a focused growth system that laddered customers into the full range.
By letting performance data pick the star product, we helped M.S. Skincare tell a story people wanted to hear—and click. Amla Oil became the anchor for an evergreen funnel strategy the brand could now apply to every new launch: identify the hero, teach the ritual, prove the benefit, and scale the story.
Next projects.
(2015-2025)
