A Meta Ads strategy built for a physician-backed luxury skincare launch - designed to validate the audience, build pre-launch anticipation, and convert from day one.
01 / Where you are right now
You're pre-launch with a physician-backed formula, a clear premium positioning, and a July 1st go-live date. What you don't yet have is proof that your ideal buyer exists in a paid channel - and at what cost. That's exactly what this first phase is designed to answer.
No paid media data exists yet. This is both a constraint and an advantage. We're not cleaning up someone else's mess - we're building clean structure from the start, with proper tracking in place before the first dollar goes live.
Luxury skincare is a trust-first category. The ~$80 price point requires the right audience - women who already buy premium, who respond to physician credentials, and who understand why this is different from what's already on the shelf.
The pre-launch window is your biggest asset. The four weeks before July 1st are not a waiting period - they're an acquisition opportunity. Email capture now means warm, pre-sold buyers on launch day, not cold traffic spending your first dollars.
Founder presence is the hook. Adele's credibility and story - a physician-backed product built by a woman for women - is the most powerful differentiator available. The ad strategy is built around activating that, not working around it.
02 / The two-phase plan
With a new brand and a constrained budget, we don't guess and scale - we validate and build. Phase one is four weeks of pre-launch email capture with Meta Ads. Phase two is launch day conversion, backed by a warm audience that already knows the product. Every test in month one has a purpose: finding the persona, the hook, and the angle that makes your buyer stop, read, and click.
03 / Messaging strategy
We target premium beauty buyers, wellness-oriented professional women, and physician/dermatology-adjacent audiences. The angle is not "buy our cream." It's the story: a physician who created what she couldn't find for herself. Interest-based hooks focused on credibility, ingredient integrity, and the mission. Goal: email capture - 200–400 warm leads before launch day.
"Formulated by a physician. Not because it was easier - because nothing else met the standard."Women who've engaged with the pre-launch creative but haven't opted in get retargeted with ingredient education, founder story depth, and early-access positioning. Quiet luxury messaging - no urgency tactics, no discount framing. The product speaks. The physician speaks. Social proof from early testers is introduced here if available.
"Early access closes June 30. Join the list - first to know, first to buy."July 1st: we retarget every pre-launch email subscriber with conversion-objective ads. These people know the brand, know the product, and signed up because they were interested. Conversion creative is direct, confident, and premium - no heavy discounting, no desperation. Pair with a conversion-optimised landing page and a clear path to checkout. This is where the pre-launch investment pays off.
"It's here. The physician-formulated skin cream you've been waiting for. Shop now."04 / Results & why Oney
New brand, premium price point, female audience, tight budget - this is a setup we recognise. The work is to prove the market exists before spending aggressively, then convert efficiently. We've done both, in beauty and women's health, at similar margins.
Scarlet Period (women's health, ~4× ROAS on Meta), a luxury wedding beauty team (21.93× ROAS after account rebuild), and women's wellness supplement brands scaling to $100K/month. We know how the category behaves.
Quiet luxury is a discipline. We don't suggest discounting hooks or urgency tactics that would cheapen the brand. The physician angle, the story, the standard - those lead the creative. Always.
$2,000/month in ad spend is manageable when the structure is clean. We run fewer, smarter tests - kill quickly, double down on signal. No wasted spend on ads we know won't work.
We deliver the brief: what to film, what to say in the first three seconds, what angle to hit. Adele records. We edit, deploy, and test. No creative bottlenecks, no agency ego on the story.
05 / Investment
One flat monthly fee. No percentage of spend, no hidden costs. We keep overheads minimal so the budget works where it matters - in the ad account.
Starter / Meta Only
per month · flat retainer
Recommended ad spend: $2,000 / month
Ready when you are
Oney Studio / Performance Marketing