From ₹1.8 Lakhs to ₹6.3 Lakhs in One Quarter — Scaling a Men's Skincare Brand with Product-Led Performance Marketing
3.5x
Revenue Growth QoQ
Monthly revenue scaled from ₹1.8 Lakhs to ₹6.3 Lakhs from Q1 to Q2 2025
12x
Media Spend Scaled
Total media spend grew from ₹50,000 to ₹6,00,000 quarter over quarter
442%
New Customer Growth
New customers grew from 409 to 2,215 — QoQ
404% Growth
Order Growth
Total orders grew from 456 to 2,300 quarter over quarter
Context
Mantittude is a Hyderabad-based men’s skincare brand built around one core insight: Indian men’s skin is different, and most products on the market weren’t designed for it. The brand offers a focused range of lightweight, benefits-driven skincare — charcoal face wash, moisturiser, SPF sunscreen, lip balm, and retinol serum — all formulated specifically for Indian men’s skin types.
When Adbuffs took over performance marketing, Mantittude was generating ₹1.8 Lakhs a month with limited channel coverage and no structured product scaling playbook. Media spend was low, creative testing was minimal, and there was no clear Hero SKU driving growth.
Objectives
- Grow revenue consistently month on month while maintaining ROAS targets
- Identify and scale a Hero SKU to anchor the performance funnel
- Consolidate and optimise spend across Meta, Google, and Amazon
- Maintain AOV while aggressively acquiring new customers
What we did
- Restructured campaigns product-wise on Meta to allow individual testing and scaling per SKU — moved away from consolidated, broad campaigns that diluted learning
- Tested products across the catalogue to identify the Hero SKU and concentrated media spend behind it
- Developed new creatives tailored to each product’s key benefit claim, designed specifically for the Indian men’s skincare audience
- Scaled media spend 12x (₹50K to ₹6L) while keeping ROAS stable through continuous creative refresh and audience refinement
- Ran Google campaign testing focused on maximising ROI across search and shopping placements
- Optimised Amazon AMS campaigns to capture high-intent search demand alongside paid social
Key Learnings
Product-wise campaign structure unlocks scale without sacrificing efficiency
Consolidating all products under a single campaign structure was suppressing individual SKU performance and making it impossible to know what was actually working. Breaking campaigns out product-by-product allowed us to identify the Hero SKU clearly, concentrate spend behind it, and scale media 12x in a single quarter — while keeping ROAS stable throughout.
In a nascent category, creatives need to educate before they convert
Men’s skincare in India is still a habit-formation category — most men don’t have an established routine. Creatives built around specific benefit claims (charcoal detox, oil-free hydration, SPF protection) outperformed generic product shots because they answered the “why do I need this?” question before asking for the purchase. Tailoring each creative to its SKU’s core benefit was central to the 404% order growth.
Cross-channel presence accelerates trust in a low-awareness brand
Running Meta, Google, and Amazon simultaneously — even at different budget levels — meant customers encountered Mantittude multiple times across their purchase journey. This cross-channel reinforcement reduced hesitation and improved conversion rates, particularly for first-time buyers unfamiliar with the brand.
Creatives used for our Clients
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