In the ever-expanding world of digital beauty retail, connecting with the right audience at the right time can transform a niche product into a household name. This case study explores how a chemical-free skincare brand achieved a 3.4x return on ad spend by focusing on women aged 35 and above in India and the UAE, an audience often overlooked in mainstream beauty marketing. 

The Challenge 

The brand offers clean, natural skincare solutions specifically formulated for mature, hormonal, or sensitive skin. Its goal was clear: drive direct-to-consumer (D2C) sales through its online store, with a particular emphasis on health-conscious women in their late thirties to mid-fifties. This audience, comprising the upper-middle class and affluent segments, values ingredient transparency and visible results. 

Understanding the Audience 

Market research revealed a clear demand for safe, effective skincare free from harsh chemicals. These women are active on social platforms, follow wellness trends, and often research products in-depth before purchasing. They are drawn to brands that communicate both authenticity and science-backed formulations. 

Performance Marketing Approach 

To reach this discerning customer base, the brand implemented a performance marketing strategy across Meta and Pinterest. Here is how it was structured: 

• Meta Ads: The creative direction focused on bold, clear product benefits. Statements like “No sulfates. No toxins. No breakouts.” resonated with users seeking purity and effectiveness. Imagery depicted real women in relatable everyday settings, reflecting the lifestyle of the target audience. 

• Pinterest Ads: The campaign tapped into popular search behaviour using keywords such as “clean skincare for mature skin.” This channel proved highly effective in reaching beauty-conscious women actively looking for product recommendations and skincare advice. 

• Video Ad Series: A sequence of short videos was developed to show real user routines and skin transformation over a 30-day period. These videos built trust and provided tangible proof of the product’s effectiveness. 

• Email Automation: A multi-step email journey was introduced. First-time visitors received introductory offers to encourage their first purchase. These were followed by educational content featuring skincare tips, leading to automated upsell campaigns that guided repeat purchases. 

Optimisation and Refinement 

As data from the initial campaigns rolled in, the team made several key adjustments: 

• Introductory Kit: A trial-size bundle was introduced to allow new users to sample a complete routine at a lower price point. This increased the average order value while reducing hesitation to try the brand. 

• Customer Feedback Integration: Phrases such as “dermat-tested” and “hormone-safe” were integrated into ad copy and product descriptions. These terms were consistently mentioned in reviews and reflected concerns specific to the audience. 

• Budget Reallocation: Spending was shifted towards retargeting previous buyers with personalised offers. This move resulted in a marked increase in customer lifetime value, as more customers returned to purchase again within a short window. 

The Results (After Two Months) 

The performance of the campaign exceeded expectations across all metrics: 

• Return on Ad Spend (ROAS): 3.4x 

• Online Sales Growth: 175% increase 

• Customer Acquisition Cost (CAC): Reduced from ₹380 to ₹225 

• Repeat Purchase Rate: 63% of new buyers made a second purchase within 30 days 

Conclusion 

This campaign demonstrates the power of a focused digital marketing approach, rooted in a deep understanding of the audience and product positioning. By delivering the right message through the right channels and optimising based on real-time feedback, the brand was able to build a strong connection with mature women seeking responsible skincare brands. In doing so, it not only increased sales but also created a loyal customer base that continues to grow. 

Target Audience 

Our campaign was customised to a niche yet diverse audience of NRIs in India, UAE-based Indian expats, and high-income Gulf residents. They fell within the 30–55 years age group. The minimum income bracket of the audience was AED 12,000/month. This demographic was carefully chosen for its purchasing power and interest in Dubai’s luxury property market. 

Performance Marketing Strategy 

To maximise lead generation and conversions, we employed a multi-channel strategy: 

1. Google Search Ads

We targeted high-intent keywords such as: 

“Buy apartment in Dubai for Indian” 

“Dubai freehold property” 

“Off-plan properties in Dubai” 

By focusing on search terms aligned with purchase intent, we ensured our ads reached potential buyers actively seeking property investments. 

2. YouTube Discovery Ads

We created visually engaging property walkthrough videos showcasing the apartments’ features and lifestyle benefits. Each video included clear calls-to-action (CTAs) encouraging viewers to book site visits. 

3. Dedicated Landing Pages

Separate landing pages were designed for each property type (2BHK and 3BHK). These pages highlighted key features, pricing details, and exclusive offers, driving users to fill out lead forms. 

4. CRM Integration & WhatsApp Follow-Ups

Post-lead form submissions triggered automated WhatsApp messages for immediate follow-ups. This personal touch improved engagement rates and expedited the booking process. 

Optimisation Techniques 

To enhance efficiency and reduce costs, we implemented the following adjustments: 

Negative Keywords: Excluded irrelevant terms like “rent,” “commercial,” and “villas” to narrow down our audience. 

Paused Broad Display Campaigns: Display ads with broad targeting were paused due to high cost-per-lead (CPL). 

Remarketing via Meta Ads: Warm leads were retargeted with offers such as “zero commission” and “instant visa support,” boosting conversions. 

Results Over Six Weeks 

Our focused approach delivered impressive outcomes: 

• 750 leads generated at an average CPL of AED 65. 

• 91 site visits booked through direct engagement. 

• 7 confirmed sales of luxury apartments, totalling AED 42 million in revenue. 

• Achieved a 3.8x blended ROAS across all platforms. 

Key Takeaways 

Tailored Messaging Works: Segmenting audiences by demographics and interests ensured that our messaging resonated with potential buyers. 

High-Intent Keywords Drive Results: Focusing on specific search terms attracted serious buyers rather than casual browsers. 

Follow-Ups Are Crucial: Automated WhatsApp follow-ups helped convert leads into site visits efficiently. 

Video Content Engages Better: YouTube Discovery Ads provided an immersive experience that encouraged action. 

By combining data-driven strategies with creative execution, this campaign successfully tapped into Dubai’s luxury real estate market. Whether you are an investor or a marketer, this case study underscores the importance of precision targeting and consistent optimisation in achieving measurable results.