How May Lindstrom Skin Scaled New Customers by 263% YoY While Lowering CAC

The Situation

May Lindstrom Skin, a luxury skincare brand renowned for its organic, holistic formulations and exceptionally loyal customer base, struggled with new customer acquisition.‍

Despite strong retention, the brand was hitting only 50% of its monthly new customer goal through paid digital advertising.

Their incumbent agency lacked responsiveness and strategic leadership. May Lindstrom needed a performance-driven partner to take ownership of growth, crafting and executing a clear strategy to double monthly new customer volume while maintaining target customer acquisition costs (CAC).

The H Street Approach

Offer Strategy

1. Identified a hero product (the Blue Cocoon) by contribution margin, purchase frequency, repeat customer purchase rates, and subscriber rates.
2. Collaborated with May Lindstrom to craft a new customer offer (Gift with Purchase).
3. Tested persona-based new customer offers to generate intent with low brand awareness.

Media Buying

1. Consolidated account structure across Meta and Google ads to concentrate on greater signal data and to facilitate faster machine learning.
2. Shifted Google PMAX from branded search dependency to non-branded high-intent terms to generate greater incremental revenue and acquire new customers.
3. Structured accounts to test creative at a high frequency while aggressively scaling on top-performing assets.

Creative

1. Implemented a creative testing system to iterate on top-performing creative assets while testing net new "big swing" concepts.
2. Created a testing process around personas within a framework to test high-impact creative concepts (us vs, them, testimonials, problem <> solution).
3. Applied top-performing creative combinations to new products, successfully scaling new products outside of the hero product.

Conclusion

Within 90 days, H Street doubled May Lindstrom's monthly new customer volume while maintaining CAC targets. This unlocked a scalable foundation for long-term growth, allowing the brand to expand customer acquisition without compromising profitability year-over-year.

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