Driving Awareness & Sales for a Clean Beauty Vitamin C Serum via Digital Marketing Campaigns

Lumé Naturals launched its flagship Vitamin C Brightening Serum, a lightweight, fragrance-free formula targeting dullness, hyperpigmentation, and uneven skin tone for the UK Market. As the brand’s hero product, the serum needed to establish credibility in a highly saturated skincare market while appealing to ingredient-conscious consumers.

50K Visits

Drive 50,000 product page visits in 90 days

1K Sales

Achieve 1,000 unit sales of the serum through online channels

15% Repeats

Generate 15% returning customer rate for serum repurchase

Key Hurdles

Challenges

Global Rivalry

Highly competitive product category dominated by global brands

No Proof

Lack of before/after content or dermatological endorsements at launch

Low Trust

Low consumer trust in new skincare brands making "brightening" claims

High CPL

Higher-than-average CPL for skincare products in paid media

Typography

Selected fonts that define the brand’s visual style and tone.

Headlines

Playfair Display Bold

Body

Lato Regular

Accents

Raleway Light

Soft Citrus

glow and freshness

Botanical Green

clean, natural tone

Warm Beige

premium, gentle base

Charcoal Black

contrast for luxury

Brand Colors

A four-color palette shaping the brand’s visual identity.

Research & Insights

Consumer Trends

High Gen Z & Millennial Demand

High demand for Vitamin C serums among Gen Z and Millennials

Transparency & Cruelty-Free Trend

Rising preference for transparent formulations and cruelty-free testing

Proof & Influencer-Driven Sales

Serum buyers rely heavily on reviews, before/after content, and influencer validation

Research & Insights

Competitor Benchmarking

Competitor Comparison

Compared against Minimalist, The Ordinary, and Dot & Key

Found success patterns in

- Educational content (ingredient explainers)
- UGC and dermatologist collabs
- Bundle offers and "glow-up routines"

Nuwani

  • 25
  • Brooklyn
  • Brand Manager
  • Living with Husband

Tech Habits

Internet

Social Media

Online Shopipng

Gadgets

Early Adopter

Bio

Nuwani is a 25-year-old brand executive who’s deeply into wellness and minimalist self-care. She’s skincare-conscious, influenced by TikTok and Instagram creators, and prefers products that are science-backed but gentle on sensitive skin. When not at work, she scrolls through product reviews, watches skincare routines, and likes trying out new beauty brands – especially those that feel real and relatable.

Wants & Needs

  • Behavior:
    • Follows skincare influencers and dermatologists
    • Prefers watching before/after reviews before buying
    • Shops mostly online and compares ingredient lists
  • Pain Points:
    • Distrusts bold claims without proof
    • Sensitive skin – avoids harsh or overly perfumed products
    • Gets overwhelmed by too many options

Frustrations

  • Brands that overpromise with no real reviews
  • Complicated routines or non-clear instructions
  • Delayed results with no explanation of what to expect

Strategy

SMART Goals

Position the serum not as a miracle, but a scientifically-backed, gentle solution with visible results over time.

3.5%+ CTR on Meta Ads

Achieved above-average click-through rate on Facebook and Instagram campaigns.

<$2.00 CPL by Month 2

Reduced cost per lead to under $2 within the second month of campaigns.

6% Email Conversion Rate

Generated 6% of recipients completing a purchase from email campaigns.

Serum Landing Page Bounce Rate <40%

Maintained a low bounce rate, indicating strong visitor engagement.

Unified Marketing Approach

Integrated Channel Mix:

Paid Ads

Instagram Reels, Google Display, and Search Ads

Influencers

Sensitive-skin influencers and skin experts

Owned Channels

Instagram & TikTok

CRM

Serum-focused nurture flows and cross-sell campaigns

Conversion Strategy

Funnel Plan:

Awareness

Skincare reels, micro-influencer seeding

Consideration

Ingredient spotlights + serum routine demos

Conversion

Bundle deals (serum + sunscreen), urgency (limited time)

Loyalty

Post-purchase email series, restock reminders

What does Vitamin C
actually do
Explains the benefits of Vitamin C for skin, including brightening,
reducing dark spots, and protecting against damage.
Brightening,
collagen boost
Vitamin C helps brighten skin and boost collagen for a healthier,
youthful look.
antioxidant protection
Vitamin C brightens skin, boosts collagen, and provides antioxidant
protection against damage.
Ready to try it?
Encourages the audience to take action and experience
the benefits for themselves.

Social Media Creatives

Educational Post

Strategy Behind the Post: Trust-Building

Product Launch

Strategy Behind the Post: Awareness

Brand Storytelling

Strategy Behind the Post: Authenticity

Promotional CTA

Strategy Behind the Post: Conversion

15% Off Vitamin C Serum This Week Only

Enjoy an exclusive 15% discount on our Vitamin C Serum—offer valid this week only. Don’t miss out on brighter, healthier skin at a special price!

Shop Now

Glow in Every Drop

Discover the power of Lume Call Serum in action. Watch our latest Instagram Reels for skincare tips, results, and the glow-up your skin deserves.

Follow on Instagram

Social Media Creatives

Paid Ads

We ran a cross-platform paid ads campaign across Google and Meta. Google Search focused on high-intent keywords with strong CTAs and offer-based extensions. Display ads used clean visuals and review badges for credibility. On Meta, we combined before/after reels with testimonials and bold static offers to drive engagement. CTAs like “Shop Now” and “Get 15% Off” encouraged direct conversions.

Google Ads (Search Example)

Headline

“Buy Vitamin C Serum – Clean, Fragrance-Free & Effective”

Description

“Brightens, hydrates & evens skin tone. Loved by sensitive skin. Shop now!”

Extensions

Free shipping | 15% Off | Dermatologist-Tested

Google Display Ad

Visual

Serum bottle on minimal background + star review badge

Text

“Skin-glow results in 2 weeks – Backed by real users”

CTA

“Shop Now”

Meta Ads (Instagram Feed & Stories)

Reel-style ad

Before/after transitions + testimonial voiceover

Static ad

Offer highlight with bold product image

CTA Buttons

“Learn More”, “Shop Now”, “Get 15% Off”

Analytics Dashboard

Analytics

Google Ads

Meta Ads​

Boost visibility and conversions. Create high-performing Meta Ads that engage customers on Facebook, Instagram, and beyond.

Website Analytics

Data that drives growth. Use web analytics to uncover insights, optimize your website, and improve user experience.

Landing Page

The Glow Drop Everyone’s
Talking About

Follow us

Linkedin-in Twitter Instagram Tiktok Dribbble

Google Ads

Impressions
0
CTR
0 %
Avg. CPC
$ 0
ROAS
0 x

Results & Learnings

From Zero Presence to Breakthrough Success

In just 3 months, the serum drove 62% of store revenue, achieved 20X ROAS, boosted AOV by 28%, and built lasting trust through authentic user-generated content.

Before

- No digital presence or product reviews
- Serum had zero search visibility and minimal traffic

After 3 Months

- Serum accounted for 62% of total store revenue
- Achieved 20X ROAS on best-performing Reel Ad
- Influencer-led reels received 75K+ organic views
- UGC and review content improved website conversion by 2.1x

Key Takeaways

- Realistic claims and user-generated proof built long-term trust
- Reels outperformed carousels in both CTR and engagement
- Cross-selling serum with sunscreen in bundles lifted AOV by 28%