How JustUs Skincare harnessed the power of first party data with GoAudience and saw a remarkable 3.5x ROI

JustUs Beginning

Two friends from Connecticut walked into a whiskey bar. By the end of the night, they had a plan to take their mutual passion for skincare to the next level with JustUs Skincare. What drove these entrepreneurs the most was the realization that the environment significantly impacts the health and appearance of our skin. Studies show that 60% of the U.S. population experiences skin issues due to environmental factors. Therefore, inspired by some of Earth’s most resilient ingredients, they developed products that would remain unaffected by environmental changes and enhance the skin's natural radiance and vitality every time they were used. With their initial products in hand, they were ready to tackle the market.

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The Challenge

The US skincare market is massive with over $20 billion dollars in annual revenue. Moreover, it is highly competitive, with many big brands dominating the retail space which is the biggest sales channel for this particular category. As a result, JustUs knew that it would have to rely on a direct-to-consumer (DTC) approach via paid advertising to generate initial sales. Despite investing heavily in Meta advertising, the nascent brand faced challenges in targeting and acquiring customers. Their ads were not engaging with the right audience and their team felt that this was due to Meta’s basic targeting capabilities, which only showed options such as “interested in cosmetics” or “interested in skin care”. Meta’s new Advantage+ algorithm was also unreliable, since the company did not have enough first-party data to train the algorithm into knowing who their ideal customer was.

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GoAudience’s Moment

This is what led them to GoAudience when a friend told them about how the platform had millions of first-party data based off of consumer purchase transactions that could give them insight into unique consumer behaviors such as cosmetics purchases. Moreover, the tool’s AI could be as granular in finding consumers actively searching for climate-proof skincare solutions. This promise was enough for them to sign up right away and start searching for their target audience! After a few search attempts, JustUs honed in on their ideal customer profile by finding consumers who had shown environmentally-conscious purchase behavior and had made frequent visits to beauty and cosmetic stores in the past 30 days. They quickly exported and added these audience segments to an ad set in Meta and immediately doubled their CTR and dropped their customer acquisition cost by 21%!

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Impact and Outcomes

Prior to utilizing GoAudience, JustUs SkinCare’s average cost per purchase on Meta was $61.93. After using GoAudience, they successfully reduced this cost to $49 per purchase, resulting in savings of $12 per transaction across 72 purchases. This resulted in a savings amount of $864, leading to an impressive 3.5x Return on Investment (ROI) attributed to GoAudience. These improvements underscore the significant effectiveness and transformative impact of GoAudience's AI-targeting capabilities.

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