The challenge
A D2C beauty and skincare brand on Shopify had a paid-acquisition CAC of Rs 1,640 and product-market fit but no real first-party data on shopper skin concerns. Replenishment subscription attach was a sad 9% — most buyers ran out of product, forgot, and bought from a competitor. Influencer marketing was a Rs 28L/month line item with no real attribution beyond "post went up".
How we deployed
- Built an 8-question skin-type quiz on the PDP and as a standalone WhatsApp flow — output a personalised regimen and routed to product page.
- Stored quiz responses against the customer profile so future MoEngage campaigns spoke to actual skin concern, not a guess.
- Computed replenishment maths per SKU (45g serum, 2 pumps daily = 60-day supply) and sent a WhatsApp nudge at 80% of expected runout.
- Issued unique trackable coupon codes to every influencer — UGC volume, post-level reach and conversion attributed in real time.
- Killed underperforming creators on a rolling 14-day window; doubled spend on creators clearing 2.5× ROAS.
What changed
- 1.4 lakh quiz leads captured in 7 months — first-party data on skin type, age band and concern.
- Replenishment subscription attach rose from 9% to 38% on quiz-aware nudge cohorts.
- UGC volume jumped 312% as the creator economics became transparent.
- CAC dropped 29% as MoEngage retargeting hit warm quiz leads with personalised creative.
- Net-new SKU launches now seeded to creators inside 48 hours of go-live.
"We used to launch a serum and pray. Now we launch with 14,000 quiz takers tagged "dry skin" already in MoEngage waiting for the email."
— Growth Lead · D2C Skincare Brand