6 min read

L'ABU Skin

Published on

08 Sep 2025

Key Results and Impact

5.32 ROAS on top ad set

2,000+ high-intent site visits

42% drop in bounce rate

Contributors

Holly Adelaide

Brand Messaging Specialist

Rohit Sood

Managing Director

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Campaign Breakdown: Turning Skincare Clicks into Roaring Results

L’ABU Skin partnered with SoudCoh to supercharge its online presence, boost conversions, and breathe new life into its digital strategy. With a website migration from WordPress to a sleek new platform built in-house by our Melbourne-based dev team, we didn’t just give them a facelift—we gave them a full-blown digital transformation.

From sizzling Facebook ad creatives to a strategic media buy, the focus was on elevated beauty, luxury skincare, and value-packed messaging. With bold headlines like “Luxury Skin Without the Luxe Price Tag” and authentic visuals featuring real skin results, our ads hit the sweet spot—striking a balance between premium and accessible. The campaign featured multiple creative variants, with a strong emphasis on performance testing across copy hooks, headlines, and visual treatments.

The results? A whopping 5.32 ROAS on best-performing ad sets, over 2,000 landing page views, and consistent website purchases across cold and warm audiences. SoudCoh didn’t just create ads—we built a conversion engine wrapped in irresistible storytelling. This wasn’t a spray-and-pray strategy. Every element was handcrafted, split-tested, and strategically scaled for maximum impact.

From Fizzled Funnels to Glowing Conversions: The Real Challenges We Faced

Before SoudCoh stepped in, L’ABU Skin was struggling to scale paid media profitably. Although they had a stunning product line and loyal customers, their online setup was holding them back from any real digital growth. The website was sluggish and lacked mobile optimisation. The ads? Generic, templated, and underperforming. Sound familiar?

We knew something had to change—and quickly.

Clunky Site, High Drop-Offs

The old WordPress site was a bottleneck. Slow load times, clunky user paths, and a checkout that made users drop off like flies. Even the best ads couldn’t fix a poor on-site experience. We needed to rebuild with performance and UX in mind.

Generic Creative with No Real Hook

Most of the existing creatives were just product shots with basic text overlays. They didn’t tell a story. No emotional pull. No social proof. We identified that messaging needed to deeply resonate with skincare buyers—those who are loyal, but highly selective.

No Real Split Testing Strategy

The ads were live, but there was no real structure to performance testing. There were no strategic ad sets, copy testing, or CTA variations. Budget was being burnt, not invested. We flipped the script with structured creative testing and data-driven scaling.

Weak Funnel Strategy

There wasn’t a true cold-to-hot audience funnel in place. All prospects were treated the same, leading to poor retargeting and leaky conversion pathways. We built a full-funnel setup tailored to the skincare journey.

By solving each of these problems, we created a solid foundation for digital growth.

Creative Meets Conversion: The Strategy That Made It Sizzle

To revive L’ABU Skin’s digital performance, we crafted a strategy rooted in three pillars: conversion-first design, jaw-dropping creative, and audience testing at scale. This wasn’t just another beauty campaign—it was a performance machine dressed in luxury skincare packaging.We didn’t just create a few ads and hope for the best. We planned a full-blown campaign ecosystem.

Website Rebuild from Scratch

Our Melbourne in-house dev team rebuilt the website from the ground up, designed for speed, simplicity, and mobile-first UX. Every page was built to convert, from landing pages to product views and cart flows.

Creative Testing Matrix

We developed over 50 unique creative variants—each testing combinations of imagery, headlines, body copy, and CTAs. Real customers, real skin results, real transformations. Our most engaging ad included a split-screen transformation with a killer “Before/After” hook.

Full-Funnel Facebook Campaign

We implemented a cold-to-warm audience strategy using purchase intent signals and Lookalike Audiences built on customer data. Each stage of the funnel was served creatives tailored to their buying stage—from problem-aware to ready-to-buy.

High-Converting Copywriting

We ditched the fluff. Headlines were clear and punchy: “Premium Skincare Without The Price Tag” and “Australia’s Secret to Glowing Skin.” We tested long-form vs short-form copy and found long-form testimonials worked like magic.

Solutions That Delivered Mega Wins

To convert browsers into loyal customers, we deployed a stacked strategy full of punchy, precise actions. This wasn’t a one-and-done job—it was an evolving growth engine.

Brand-New Website Build

We rebuilt the entire site with lightning-fast load times, Shopify-integrated checkout, and a clean mobile interface. Every design choice was made with conversion in mind.

Multi-Ad Creative Deployment

We launched over 60 creative combinations using real imagery, high-performing copy, and social proof-based hooks. Every ad was built to tell a micro-story and draw users in emotionally.

Structured A/B Testing

Each creative element was isolated and tested—headline, hook, CTA, and imagery. We tracked performance down to the click and scaled winners quickly while cutting underperformers.

Message Template Optimisation

We used dynamic copy templates tailored for skincare concerns (e.g. “Tired of dull, dry skin?”) with tailored CTAs like “Try it Risk-Free.” This created urgency and connection in one swoop.

Conversion-Focused Funnels

We mapped out retargeting ads with testimonials and bundles. Warm audiences saw exclusive deals, while cold audiences were educated with “what makes us different” storytelling.

The Glowing Impact: Results You Can’t Ignore

The proof? It’s in the purchase funnel. The campaign generated more than just impressions—it drove real, scalable revenue and high-intent traffic.

Jaw-Dropping ROAS

The top-performing ad set achieved a 5.32 Return on Ad Spend, with others hovering comfortably above 4.0. This showed not just click appeal, but serious buying intent.

Website Bounce Rate Dropped by 42%

Post-migration, bounce rate dropped significantly. Visitors stayed longer, explored more pages, and checked out with less friction. It became a true digital flagship for the brand.

Example Creatives Infinite CA instagram and facebook ad campaign

Over 2,000 High-Intent Visits

Across the campaign, we drove over 2,000 high-quality landing page views, leading to strong add-to-carts and consistent daily purchases—even in colder traffic segments.

Massive Social Engagement

Engagement on social creatives soared. Comments, saves, and shares skyrocketed, thanks to real skin transformation stories and relatable, punchy headlines.

The campaign didn’t just deliver—it overdelivered.

Biggest Takeaways from the Campaign Rollout

No two campaigns are the same, but here’s what made this one shine.

Creative Variety is Everything

We didn’t rely on one “hero” ad. We launched with volume, then refined based on real data.

Website UX is Half the Battle

Fixing the site wasn’t optional—it was mission-critical. A poor checkout flow kills conversions, no matter how good the ad.

Data Guides, Not Guesswork

Every decision was rooted in ad manager data—down to what headline or image pulled better CTR.

Conclusion

L’ABU Skin’s campaign with SoudCoh wasn’t just a digital win—it was a full-scale brand revival. From a tired website to a high-performing digital storefront, and from cookie-cutter ads to scroll-stopping creatives, this campaign proved one thing: with the right strategy, even a crowded skincare market can be cracked wide open.

The combo of structured testing, powerful storytelling, and strategic media buying delivered real results—jaw-dropping ROAS, buzzing social engagement, and a website that works as hard as the product line.

This is only the beginning. With new growth levers on the horizon, L’ABU Skin is on track for even bigger beauty breakthroughs. The glow-up? It’s far from over.

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