UK and US skincare shoppers don't respond the every ad the same, so how do you build a creative system that wins with both?
5x
Ad Scale
+35%
revenue
+60% new
customers
WHO they were
The INKEY List is a UK-founded, ingredient-led skincare brand known for making effective actives accessible and affordable.
We knew INKEY was already a recognized brand in the UK skincare space but needed to significantly scale their paid social creative operations in the US, alongside their home market. Our creative strategy needed to include a full funnel, diverse testing machine across Meta & TikTok.
WHAT WAS THE CHALLENGE
INKEY needed to grow new customer volume and revenue at scale while maintaining their blended ROAS & media efficiency ratio.
The creative challenge: launch enough diversified content across funnels, audiences, and platforms to feed aggressive media spend, identify what was working fast, and build a system that could sustain it.
strategic approach
I started with buckets that would work with Andromeda’s alghorithm and give us the research backbone to strike both markets successfully from Day One:
Persona-Driven Creative Architecture (Backbone)
Trend-led Force Concepts
on Meta & TikTok (Scaffolding)
UGC & Ad Briefing
(Concepting)
Full funnel Testing Criteria
Trend Concepts for
Long-Term Content Bets
The social team can tackle “Moments”. Our paid team was focused on longterm pay-outs. I built "Force" frameworks: research-backed content territories designed to yield returns over time.
Persona-Driven
Creative Architecture
Get into the mind of every consumer: who are they? What’s their tension point? What drives them to purchase? Each persona mapped to awareness stages with distinct angles, hooks, and messaging. This gave the media team structured creative to test in specified campaigns across the full funnel.
The outcome
We scaled INKEY's creative output to 406 ads in year one, drove awareness and conversion lift at global scale in the first 6 months, and grew new customer volume while maintaining efficiency.