22X, 12.9X, 11.7X ROAS: Two Years of Sale Event Wins for a Mass-Market Skincare Brand
For more than two years we have been the growth team behind a mass-market Indian skincare brand: Meta ads, content, influencers and the Shopify store. We have managed ₹1.5 Cr+ in ad spend and turned the brand's sale calendar into its biggest wins, with Women's Day at 22.1X ROAS, a 50% off sale at 12.9X and Black Friday at 11.7X.
At a glance
Sale event ROAS
- 01Women's Day Sale 202522.1X
- 0250% Off Sale 202612.9X
- 03Black Friday Launch11.7X
- 04End of Year Sale10.3X
- 05Valentine's Day 20268.1X
- 06Republic Day Sale7.5X
- 07Holi 20266.3X
- 08Independence Day 20255.5X
Four sale events returned more than 10X, led by a 22.1X Women's Day sale.
Year one doubled the store: sales up 107%, orders up 128%, conversion up 50%.
Catalog and UGC campaigns held above 2X between events, so every sale launched to a warm audience.
In year two the focus moved to content and top of funnel, and sale days still returned 4X to 13X.
Strategies & Services
The Brand
A mass-market Indian skincare brand: everyday essentials at prices that work for households across the country, sold direct on Shopify. We have been their growth partner for more than two years, running Meta ads, content, influencer marketing, landing pages and the website as one team, with ₹1.5 Cr+ in ad spend managed.
In mass-market skincare, customers wait for the sale. Price is the trigger and every holiday is a buying moment. So the goal was clear: own those moments. Make every sale event outsell everything around it, and build the brand that keeps customers coming back between sales.
- •A sale event calendar. Women's Day, Valentine's, Holi, Republic Day, Independence Day, Diwali, Black Friday, Mother's Day, month end and year end sales, each planned weeks ahead with its own offer, creative and budget.
- •Launch style creative for every sale. Teaser, launch and last call ads built around the specific offer, so each sale had a story and a deadline instead of a generic discount banner.
- •Evergreen engines between events. Catalog prospecting and multilingual UGC campaigns kept selling at 2X+ every day, so the audience was warm when the next sale went live.
- •Content that feeds the ads. Social media posts, carousels, product shoots and influencer collaborations, made in house and tested in ads before they scaled.
- •A website that converts. A Shopify revamp, sale landing pages and a full growth stack: bundles, sticky cart, auto add to cart, and loyalty and wishlist.
What We Built
Year One: Built for Sales
From December 2024 to December 2025 the focus was pure sales and performance marketing. Every holiday became a campaign, and the sale events delivered. Women's Day returned 22.1X ROAS. The Black Friday launch hit 11.7X, the year end sale 10.3X, Republic Day 7.5X, Independence Day 5.5X and the April month end sale 4.2X.
Between events, catalog prospecting and UGC kept the account selling above 2X. The result: store sales up 107% year on year, orders up 128% and conversion up 50% to 2.95%.
Year Two: The Focus Moved to Content and Brand
In December 2025 the brief changed. With the store doubled, the brand asked us to put our energy into content creation, influencer marketing, social media and top of funnel brand building. We deliberately scaled down the regular always on conversion campaigns and moved that budget into boosting content and into the sale campaigns.
Fewer conversion campaigns running every day means a calmer baseline. But the sale calendar kept hitting harder than ever.
- •The 50% off sale returned 12.9X, the best result of the year, on less than ₹10K of spend.
- •Valentine's Day returned 8.1X, on a fraction of the budget.
- •Holi returned 6.3X with a short, sharp burst.
- •The July 50% off sale returned 4.3X in the slowest season of the year.
- •Women's Day returned 3.2X and Mother's Day 2.6X, while the rest of the budget built the brand.
Sale Days Kept Winning
- •2+ years as the brand's growth team, running ads, content, influencers and the website together.
- •₹1.5 Cr+ in Meta ad spend managed across sales, content and brand building.
- •Four sale events above 10X ROAS: 22.1X, 12.9X, 11.7X and 10.3X.
- •Every major holiday turned into a sales spike, from Republic Day to the year end sale.
- •Year one doubled the store: sales up 107%, orders up 128%, conversion up 50%.
- •Year two built the brand with content and influencers while sale days kept returning 4X to 13X.
What Two Years Delivered
Why It Worked
Sale events only win when the whole system is ready for them. The audience is warm because evergreen campaigns never stopped. The creative is ready because the content team built it weeks earlier. The site converts because it was rebuilt for exactly this traffic. That is what two years of running everything together buys a mass-market brand: when the sale goes live, it wins.
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