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Case Study: More Than Skin Deep — Skinstitut’s EOFY Growth Surge

  • Christie Wade
  • Jul 30
  • 2 min read
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Skinstitut is one of Australia’s leading cosmeceutical skincare brands, known for high-performance, science-backed products at accessible price points. With a Medical Advisory Council behind every formula, Skinstitut bridges the gap between luxury and clinical results.



OUR APPROACH - CASE STUDY


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Objectives


EOFY is a high-stakes moment in beauty eCommerce. Competitor discounts flood the market. Loyalty is tested. Skinstitut needed to do more than participate, they needed to outperform.

 

The goal?

  • Exceed existing KPIs

  • Drive strong revenue aligned to media spend

  • Attract new customers while capitalising on brand loyalty.





Strategy & Execution



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Conversion-Led Campaigns Across SEM & Meta


We deployed a dual-channel strategy that mixed always-on performance with timely promotional bursts.


Search Engine Marketing (Pmax + Brand):


  • Structured monthly promos with offer-led creative

  • Updated product feed via Merchant Center to maximise visibility

  • Budget pacing aligned to sales peaks

  • Refreshed creative for each stage of the funnel

 

Meta (Adv+ + Retargeting):


  • Fast-turnaround promo ads with urgency-led messaging

  • Regular rotation of image and video assets

  • Balanced reach with retention to drive both volume and efficiency

 

Message + Moment = Results:


Creative matched to intent. Spend aligned with shopper behaviour. Data-led decisions from start to finish. 



RESULTS


Outcomes


  • +249% YoY increase in purchases from paid media

  • +215% YoY growth in revenue from paid media

  • +354% YoY increase in SEM ROAS

  • -65% YoY decrease in paid media CPA

 

Skinstitut didn’t just stand out, they won the moment.


"EOFY is a fiercely competitive period, so it was critical that every media dollar worked harder. Our agency Connected Media delivered a sharp, conversion-led strategy that not only outperformed benchmarks, but helped us attract new customers while deepening loyalty with existing ones. The results speak for themselves, efficient, scalable and truly brand-building.” Steph Di Francesco, Senior Brand Marketing Manager, Skinstitut


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