Case Study: 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.

OUR APPROACH - CASE STUDY

How do you create genuine hype around a product that’s been part of your core range for years, and turn historical performance into a launch advantage in a saturated skincare market?

Skinstitut needed to make their Limited-Edition Glycolic Scrub feel new, urgent, and irresistible. The goal wasn’t awareness... it was impact. And that meant smart, insight-led execution across every channel.

Objectives

• Launch the Limited Edition Glycolic Scrub and sell out within 3 months

• Drive significant YoY growth in purchases and revenue from paid media

• 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:

• On Meta, we ran a ThruPlay campaign to maximise reach and spark interest with real users demonstrating the product in action.

• On TikTok, we ran Add to Cart (ATC) campaigns to nurture interest and build high-intent retargeting pools.

• 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

Outcomes

The Glycolic Scrub became Skinstitut’s best-selling product of the month, outselling their usual top performer by 67%.

With flat YoY budget, we delivered standout efficiency:

• +76% YoY increase in purchases from paid media

• +62% YoY increase in revenue from paid media

• +33% YoY increase in Paid Media ROAS

• -44% YoY decrease in paid media CPA

This launch didn’t just work; it built lasting momentum heading into Black Friday.

"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.”— Steph, Senior Brand Marketing Manager, Skinstitut