Application — Growth
The Pro Picks Set has 6223 reviews at 4.8: Dermalogica's strongest proof, sitting on one product page.
Who I am
- Former COO of Tabs. Built its creator program to 100M monthly social impressions, and the paid ad engine alongside it.
- Founded Mainstreet, a consumer home-services platform: a team of 70, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- The Pro Picks Set (2 full-sizes, HSA/FSA eligible) has 4.8 from 6223 reviews, the deepest review pool in the facts. That proof belongs in every ad.
- The Daily Microfoliant Duo (full-size + free travel size, HSA/FSA eligible) is $69.00, down from $88.50. A saving that size is a hook worth its own landing page.
- The site promises "free shipping on orders $20+". Every kit, from the $69.00 Daily Microfoliant Duo up, clears that bar, so the kit saving is the hook.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from the $69.00 Daily Microfoliant Duo up.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with the kit saving versus the review count.
- Creators: routine builders who film a Daily Microfoliant cleanse, and kit unboxers who show the Pro Picks Set in use, shot like a real morning.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, with kit orders split from single-product orders.
- Event tracking I'd spec and work through with your team. That part isn't me. Without it, kit orders and rewards-store orders blur together.
Month one
| Metric | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Creator videos / week | 0 | 14 | 28 | 42 | 56 | 70 |
| Landing pages live | 1 | 3 | 5 | 7 | 8 | 9 |
| New ads / week | 12 | 12 | 12–20 | 12–20 | 20 | 20 |
| Unique experiments | 2 | 3 | 4 | 5 | 6 | 6 |
Creators come on two a week, reaching 10 live by week six. Each posts the same number of videos a week. New ads and landing pages follow the creators: 70 videos a week by week six. Proposed.
Creator videos a week = creators live × videos per creator. Week 1: 0 × 7 = 0; Week 2: 2 × 7 = 14; Week 3: 4 × 7 = 28; Week 4: 6 × 7 = 42; Week 5: 8 × 7 = 56; Week 6: 10 × 7 = 70.
How I'd start
- Build a claims sheet from the clinical-study wording on the product pages, so every results line in an ad uses the brand's own wording.
- Brief the first creators on the Daily Microfoliant Duo and the Pro Picks Set, the kits with the deepest review pools.
I haven't seen your ad account or your numbers, and I have no experience in professional skincare; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo