SKINCARE DTC // Q3–Q4 2024
Lumene — Skincare DTC Launch Case Study
Launched from zero brand equity to $620K GMV in the first month through sequenced influencer seeding, content ecosystem, and precision paid media.
// 01 — THE BRIEF
// THE CHALLENGE
WHERE THEY WERE
New skincare line. Zero brand equity. Zero audience. 90-day launch deadline. The most saturated DTC category. Standing out required a brand that meant something from day one.
// THE APPROACH
HOW WE THOUGHT ABOUT IT
90 days. Sequenced perfectly. Weeks 1-3: brand. Weeks 4-6: content ecosystem. Weeks 7-10: influencer seeding. Weeks 11-12: paid launch. Every element timed for maximum launch-day impact.
// 02 — WHAT WE DELIVERED
THE FULL STACK
01//
BRAND ARCHITECTURE
- Brand positioning in skincare category
- Visual identity and packaging direction
- Brand story and origin narrative
- Product naming and benefit messaging
- Complete brand guidelines and asset library
02//
PERFORMANCE MEDIA
- Meta Ads launch campaign architecture
- TikTok Ads: awareness and conversion
- Google Shopping feed optimization
- Influencer-sourced creative for paid ads
- 7.1X ROAS maintained throughout launch month
03//
INFLUENCER STRATEGY
- 200 micro-influencers identified and briefed
- Full seeding campaign management
- Content brief and creative direction
- Usage rights negotiation for paid media
- Individual influencer performance tracking
04//
CONTENT & SOCIAL
- 30 pre-launch Instagram posts scheduled
- TikTok strategy: 10K organic followers pre-launch
- Before/after content framework
- UGC collection and management system
- Launch-day community management
05//
EMAIL MARKETING
- Pre-launch waitlist: 8,000 subscribers
- Launch day email sequence (3 sends)
- Post-purchase repeat buying flow
- Review solicitation sequence
- Abandoned cart recovery: 62% recovery rate
06//
AI CREATIVE SYSTEMS
- 60 ad creatives produced for launch week
- 8 hook variations A/B tested simultaneously
- AI product photography direction
- Creative refresh cycle: every 14 days
- Top performer scaling strategy
// 03 — HOW IT HAPPENED
THE TIMELINE
WEEKS 1–3
BRAND BUILD
Brand identity, packaging direction, website designed. Pre-launch waitlist page live day 21.
WEEKS 4–6
CONTENT ECOSYSTEM
Instagram and TikTok accounts built. 30 pre-launch posts scheduled. Email waitlist to 8,000.
WEEKS 7–10
INFLUENCER SEEDING
200 micro-influencers seeded. TikTok hit 10K organic. First UGC captured for paid creative.
WEEKS 11–12
PAID LAUNCH
Campaigns launched with influencer creative. Email to 8K subscribers. Day one: $180K GMV.
MONTH 2+
SCALE
$620K GMV month one. 7.1X Meta ROAS. 68% repeat purchase within 60 days.
// 04 — THE OUTCOMES
THE RESULTS
7.1X
META ROAS
launch campaigns
68%
REPEAT PURCHASE
within 60 days
8K
PRE-LAUNCH EMAILS
waitlist
60
AD CREATIVES
launch week
// 05 — CLIENT VOICE
"
The AI creative system they built for us alone was worth the entire retainer. We went from 4 creatives a month to 60 — and our best performers came from the AI workflow.
DANIEL R.
CMO, LUMENE
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