Hims & Hers
Hims & Hers · Health & Wellness / DTC
Launching Hims & Hers Skincare Line
Product Launch · Full Funnel · Video Ads · Influencer
Timeline: 8 weeks
Overview
Led the creative strategy for Hims & Hers' new skincare sub-brand launch, developing a full-funnel campaign from pre-launch buzz to conversion.
The Challenge
Launching a new product line in an oversaturated skincare market. Needed to differentiate from both competitor brands and the parent brand's existing products, all while driving immediate revenue.
The Approach
Built a phased launch strategy: Phase 1 (Buzz) used teaser content and influencer seeding. Phase 2 (Education) focused on ingredient stories and dermatologist endorsements. Phase 3 (Conversion) deployed high-urgency direct response ads with limited-time offers.
Results
$3.2M in revenue in the first 30 days. 5.1x blended ROAS. The pre-launch campaign generated 45K email signups, creating a warm audience for launch day.
