From Zero to $1M Create from Scratch a Timeless Skincare Brand
This is a case study from a Shopify Brand specializing in natural and organic beauty products for mature women. They provide a wide range of skincare and body care products that are made with natural and organic ingredients.
When Loretta got in touch for the first time with our founder, Andrea, she was on the verge of closing down her business.
Sales were very slow, profitability was poor, and overall there was not a clear vision of how such a brand could have become
a stable business over the long term.
We started working together in February 2020, and today we passed the $1M mark in revenue working together.
Here’s the approach we took to test out the most valuable options we had, eradicate what was not working, and double down on what worked well.
The first thing to define clearly was who to target, and what angles of communication to use to be sure that the brand would stand out.
In the beginning, the brand was getting some traction because of the appealing product description and the affordable pricing, but it was perceived as a generic skincare brand.
The conversion rate from the traffic was around 3.4%, not bad for sure, but not enough to break even with the tiny margins they were playing with.
After the initial market research and customer interviews, the decision was to pivot all the language used and content toward mature women, in order to tackle this portion of the market more strongly.
Being a bootstrapped company, it was important for us to keep in mind that all our marketing activities should have aimed to generate profit in the shortest period of time possible, while never going below the break-even point.
This was particularly tricky, as we were playing with pretty tiny margins on the first sales (the AOV was around A$ 55, and in order to break even we would have needed to keep the CAC below A$ 25.
Bonny Snowdon Academy’s goal of welcoming more members into the Academy was achieved, and the Academy continues to grow with the belief in the membership and products they sell. Additionally, with the help of our marketing efforts, Bonny was able to share her business prowess to help artists achieve their dreams of setting up a successful art business.