Husk & Seed
Selling Value, Not Volume
+45%
Average order value
2x
Contribution margin
Flat
CAC maintained
Ongoing
Partnership
"They were selling £5 samples at a loss. We shifted the focus to high-margin bundles."
The Challenge
Husk & Seed offers premium, waterless skincare. Their ads were driving high volume for "Discovery Sets"-but at a loss.
While conversion rates were high, the Customer Acquisition Cost (CAC) was higher than the profit on the sample set. They were growing, but losing money on every new customer.
The assumption was that sample buyers would upgrade to full-size products. But without targeted remarketing, most sample buyers never returned. The "funnel" was actually a bucket with a hole in it.
Diagnostic Summary
What Was Misread
High conversion rates on samples looked like success. In reality, every 'conversion' was a loss-CAC exceeded the margin on sample sets, and upgrade rates were dismal.
What Was Diagnosed
No audience segmentation by problem-state. Generic 'skincare' messaging attracted price-sensitive browsers, not customers willing to pay premium prices for premium solutions.
What Was Not Changed
The product line and pricing were already strong. We focused entirely on acquisition strategy-who we targeted and what we offered them first.
What Risk Was Avoided
Continued sample-first acquisition would have scaled losses. Every 'successful' month was actually accelerating the path to negative unit economics at scale.
Engagement Timeline
How the engagement progressed
Unit Economics Audit
Identified that sample-first acquisition was scaling losses. Every 'successful' conversion was eroding margin.
Bundle & Value Strategy
Rewrote ad copy to focus on 'Full Ritual' bundles. Shifted narrative from 'try' to 'commit' with problem-solution targeting.
Audience Segmentation
Built exclusion lists and targeted upgrade offers. Layered 'Menopause' and 'Sensitive Skin' segments with specific copy.
Margin Growth
AOV up 45%, contribution margin doubled, CAC held flat. Ongoing refinement of acquisition strategy.
Our Approach
Lead with value, not volume-and make every new customer profitable from day one
The 'Bundle' Strategy: Rewrote ad copy to focus on the 'Full Ritual' bundles (high margin) rather than just the samples, shifting the narrative from 'try' to 'commit'
Audience Layering: Targeted 'Menopause' and 'Sensitive Skin' segments with specific problem-solution copy ('Calm the hot flush,' 'Soothe the itch'), justifying the higher price point through relevance
Exclusion Lists: Excluded anyone who had already bought a sample but hadn't upgraded, targeting them instead with a specific 'Upgrade to Full Size' remarketing offer
Value Messaging: Shifted copy from product features to transformation outcomes-what the customer becomes, not what the product contains
"JudeLuxe isn't your standard Google Ads agency. Gee and Chris are friendly and clear communicators, explaining things simply. They're creative and use the latest tech, including AI, to maximise your ad spend. But the best part? They truly care about your company's success. They take the time to understand your goals and develop a strategy to achieve them. JudeLuxe is basically your own Google Ads dream team. Highly recommend!"
Wendy Lane, Owner, Husk & Seed Skincare
Premium brand? Let's fix your unit economics.
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