Does Your Men’s Skincare Brand Feel Invisible?
Zain had the dream of creating a skincare line designed specifically for men. He saw the growing market and knew he had something unique. His product line included acne-fighting face washes, beard oils, and moisturizers for oily skin.
But even though his website was live, social media posts were consistent, and he had a modest following, sales weren’t where he wanted them to be. He spent hours perfecting the formula but couldn’t get more than a handful of orders per week.
If you’re facing the same struggle, this story is for you.
You’ve Got Great Products—Why Aren’t People Buying?
Zain was stuck with:
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Low website traffic despite running ads
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Constantly offering discounts with no ROI
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Little brand recognition among his target audience
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A lack of loyal customers
Sound familiar?
It wasn’t about the products—it was about finding the right customers and speaking their language.
Performance Marketing: The Game-Changer
Zain learned the power of performance marketing and used it to change the game. Here’s what worked for him:
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Targeting the Right Audience
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Building a Strong Social Proof
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Creating Ads That Resonate
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Constant Testing and Optimization
Step 1: Finding the Right Audience
Zain focused his efforts on targeting:
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Men aged 25-40, who are interested in personal grooming and skincare
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Guys who follow fitness influencers, self-care blogs, and skincare brands
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Men with an interest in acne treatments, beard grooming, and oil-free moisturizers
He layered interest-based targeting with behavior-driven segments and didn’t just target broad “grooming” categories but refined his audience to include users with high intent to purchase.
Step 2: Building Social Proof
Rather than generic product ads, Zain used social proof—something every man looking for skincare can relate to:
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Customer Testimonials: Real customers shared how his acne face wash cleared their skin.
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Before-and-After Photos: Showcasing men using the products and their transformations.
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Influencer Endorsements: Collaborating with fitness influencers to create real-life scenarios of skincare routines.
This added an element of trust.
Step 3: Creating Ads That Speak to His Audience
Zain crafted ads that didn’t just talk about the products but spoke to his audience’s needs. Here are a few examples:
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Video Ads: Showing a man struggling with acne and using Zain’s acne face wash in his morning routine—followed by the transformation.
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Carousels: Featuring before-and-after shots of various men with different skin types.
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Stories: Creating time-limited offers—“24-Hour Sale: Clear Skin Starts Here.”
Step 4: Test, Optimize, Repeat
One of the best things Zain did was test his creatives regularly. He started by testing three different video ads, two carousel images, and a few text variations.
He found that stories and testimonials generated higher engagement than just product-centric ads.
The Big Break: Zain’s Viral Ad Campaign
Zain ran a campaign titled “Clear Skin for the Modern Man”, featuring a fitness influencer explaining his skin troubles and how Zain’s product helped him. The campaign went viral within 3 days.
Here’s how he built his ad strategy for that campaign:
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Reels and Instagram Ads: Featuring the influencer’s skincare routine using Zain’s products
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Retargeting Campaigns: Showing testimonials to those who visited the site but didn’t purchase
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Urgency and Scarcity: Highlighting “Limited Stock” on his bestselling acne facewash
The campaign ended with 7x ROAS in 2 weeks and increased his monthly sales by 150%.
Want Results Like Zain’s? Here’s How to Get There
If you’re still struggling, here are a few action items that worked for Zain:
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Target with Precision: Focus on your exact audience, and avoid trying to target too many broad interests.
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Leverage Testimonials & Influencers: Use real reviews from customers or influencers your audience trusts.
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Create Ads with Real Value: Focus on the transformation rather than just the features of your product.
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Don’t Rely on Discounts: Create urgency and add value, such as limited-time offers or free shipping.
Zain’s Brand Today
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Zain’s skincare brand is now a leading name in men’s skincare in his region.
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His social media following has grown from 10K to 75 K+ in just 6 months.
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He expanded his product line to include moisturizers, beard oils, and sunscreen.
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He built a community of 10,000 loyal customers—who not only buy but share his product with friends and family.
The Bottom Line: Performance Marketing Works—But It Needs Strategy
Zain’s transformation didn’t happen overnight. He worked on understanding his customers, creating content that resonated, and testing every part of his campaign. Performance marketing can do wonders when applied with precision.
Actionable Steps You Can Take Right Now
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Narrow down your audience to high-intent buyers.
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Use social proof in your ads—testimonials, reviews, influencer content.
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Invest in creating storytelling ads that show transformations.
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Avoid relying solely on discounts—create value through urgency or bundling.