Premium Skincare Brand - 5.9x ROAS and +£22k/Month Profit.
Full-service Shopify growth strategy for a premium skincare brand where store optimisation, email, and paid media needed to work from the same numbers.
Blended paid media return
Incremental uplift
Retention contribution
Joined-up campaigns
The challenge
The brand had strong products and a clear visual identity, but the growth system was fragmented. Paid media, email, landing pages, and tracking were being treated as separate tasks. That made it hard to know whether a performance dip was creative fatigue, poor landing-page fit, weak retention, or broken measurement.
Skincare is also a trust-heavy category. Customers need education, proof, routine guidance, and a reason to come back. Sending paid traffic to generic product pages was leaving too much work for the customer and too much money on the table.
Success meant building a more joined-up growth engine: better landing pages, cleaner campaign structure, stronger Klaviyo flows, and Shopify tracking that could show which journeys were profitable instead of just which ads got clicks.
The approach
Discovery and audit
The audit reviewed Google Ads, Meta Ads, GA4, Shopify analytics, Klaviyo flows, landing pages, and product positioning. The clearest opportunity was not just more spend; it was matching each campaign to the right education, proof, and buying journey.
Shopify and landing-page work
The Shopify work focused on campaign-ready landing pages, product storytelling, bundles, trust signals, and faster mobile experiences. The goal was to reduce the gap between the ad promise and the page users landed on.
Paid media structure
Campaigns were rebuilt around customer intent and margin rather than broad product grouping. Google Shopping, Performance Max, and Meta prospecting each had clearer jobs. Retargeting was tightened to avoid spending heavily on users who were already likely to buy via email.
Retention and measurement
Klaviyo flows were built around education, replenishment, and routine-building, not generic discounting. Tracking was cleaned up so paid media, email, and Shopify revenue could be read together rather than argued over in separate dashboards.
The results
The work produced a 5.9x ROAS and an additional £22k/month profit by improving the full path from ad click to repeat purchase. The biggest change was not a single campaign trick. It was making the store, email, and paid media speak the same language.
Klaviyo became a meaningful revenue driver rather than a background tool, contributing 22% of monthly revenue. That reduced pressure on paid acquisition and gave the brand more room to scale without chasing colder and colder traffic.
What did not go perfectly
Creative fatigue remained a live constraint. The system improved performance, but skincare campaigns still need a steady flow of new creative, proof points, and product education to keep scaling cleanly.
Project gallery
Screenshots and project visuals from the build, optimisation, or platform work.
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