Skinstitut : Meta
Skinstitut’s Limited Edition Glycolic Scrub Launch
Skinstitut is a leader in Australia’s cosmeceutical skincare space; trusted for delivering clinical-grade results without the clinic price tag. Known for science-led formulations and a no-nonsense approach to skincare, every product is backed by a Medical Advisory Council. For this launch, they reimagined one of their cult classics. The Limited-Edition Glycolic Scrub features native Davidson Plum Extract, a powerhouse ingredient packed with antioxidant, brightening, and skin-conditioning benefits; adding a bold, Australian twist to a proven performer.
The Challenge
Plant-based milk is booming – but so is the competition. So Good needed to cut through the noise and reinforce its reputation as the category leader. The core challenge? Extend reach across screens and shift consumer perception from not only a healthy alternative but also the delicious choice.
Objectives
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Launch the Limited Edition Glycolic Scrub and sell out within 3 months
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Drive significant YoY growth in purchases and revenue from paid media
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Build pre–Black Friday momentum without undercutting margins
Strategy & Execution
To achieve strong sales results, we built momentum early with a clear focus on strategy, content, and performance.
We partnered early in the creative process, giving Skinstitut strategic, conversion-focused feedback to ensure launch assets were built for performance from the ground up.
We ran a highly optimised purchase campaign – anchored by strong sales messaging and a sense of urgency around the product’s “limited edition” status. Every touchpoint was built to convert.
Working alongside Skinstitut’s influencer team and PR agency, we executed a layered content strategy that brought new audiences into the funnel and guided them toward purchase:
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On Meta, we ran a ThruPlay campaign to maximise reach and spark interest with real users demonstrating the product in action.
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On TikTok, we ran Add to Cart (ATC) campaigns to nurture interest and build high-intent retargeting pools.
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We included Video Views (VV) in our retargeting mix to re-engage audiences with strong mid-funnel intent.
- And where we saw influencer content overperform, we pivoted quickly, upweighting those creatives in our core conversion campaigns.
Our SEM strategy centred on driving efficient growth by reaching high-intent audiences, with the product launch designed to shape user browsing behaviour through a refreshed product mix and messaging approach.
Why launch in October? It was a strategic window, pre–Black Friday, when consumers are alert but not overwhelmed by discounts. That let us sell at full price, test content rigorously, and build audience warmth for the bigger sales period to come.
Results
Purchases
+76%
Increase in purchases from paid media YoY
Revenue
+62%
Increase in revenue from paid media YoY
ROAS
+33%
Increase in Paid Media ROAS
"We’ve never seen a limited-edition product perform like this; Connected helped us turn a brand moment into real commercial impact. Their strategic agility and creative input made all the difference.”
