The Challenge.
Formulation Factory needed to reach a younger, hyper-online male demographic interested in self-improvement and skincare.
- Niche internet culture target audience
- Need to speak the language of Gen Z
- Breaking through the "macho" stigma of men's skincare
Our Strategy.
We leaned heavily into TikTok slang and trends, asking guys on the street if they "looksmaxx."
The Culture Hook
Asking "Do you looksmaxx?" to instantly stop the scroll.
The Solution
Positioning the product as the ultimate tool for their routine.
The Routine
Having guys explain their actual skincare habits on camera.
Hook A: Looksmaxxing
Boots on the Ground.
Filming around college campuses to find the exact target demographic.
4X
ROAS
45 Variants
Video Output
The Results.
A cultural hit.
4X
ROAS
Highly profitable campaigns.
3X
CTR Increase
Massive jump in click-through rates.
250%
Sales Growth
Rapid scaling in a single quarter.
Key Takeaways
Speak the Language.
Using internet slang natively makes the ad feel like a normal TikTok video.
Destigmatize.
Guys seeing other guys talk about skincare normalizes it.
Volume is King.
Testing 45 variants found the perfect messaging combination.
They understood our audience better than we did. The ads were a massive hit.
Growth Manager
Formulation Factory