Application — Growth
Two Duo pages hold 49 and 46 reviews at 4.9 and 4.8. That proof is the asset to put in front of buyers.
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
- Lipid-Cream + Hydra-Serum Max Repair System Duo costs $275.00 with 4.9 from 49 reviews. Cashmere Blend Reset Eyemask, $72.00, has one review at 1.0.
- Offers stack: 15% off your first order, free 45-day returns, and 20% off every Max Repair System Duo subscription order. The Complete Max Repair System sits at $530.00.
- Sweet Chemistry reports an 8-week study with a 15% increase in skin density. Barrier Repairing Hydra-Serum costs $158.00; that claim belongs beside the price.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from the $148.00 cream to the full system.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test: Duo hooks, the subscription offer, the first-order discount.
- Creators: skincare-routine regulars, mature-skin voices, and travel-and-gifting creators for the merino and cashmere accessories. I'd brief them on the Duos first.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, subscription orders included.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscription renewals and first-order code are where I'd start.
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, each posting seven videos a week. New ads and landing pages follow the creators, so the Duo pages get tested as creative arrives. Ten live by week six, 70 videos a week. 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
- Read the Duo and Complete Max Repair System pages end to end and build a claims sheet using only Sweet Chemistry's own wording.
- Write the first set of hooks around the Matrikynes® peptides, the subscription saving and the free returns, one variable per test.
I haven't seen your ad account or your numbers; everything here comes from your public site, and I have no experience in skincare.
I'd love to chat if this makes sense. Grab a time here.
Danilo