They were plateauing. We turned insight into action...
When Nacach Wax approached CPG, they were coming off a peak. April revenue hit $30K — but shortly after, things started slipping. Conversion rates dropped, email was flatlining, paid search was underperforming, and their high-value audience of estheticians wasn't converting like before. They didn’t need more traffic — they needed a strategy to make every channel work harder.
The Challenge: High Traffic, Low Returns
Despite consistent site visits and strong brand awareness, revenue was falling month after month. Conversion rates dropped from 2.84% in April to 0.91% in August, and email open rates were in the single digits. Paid Google Ads delivered low ROAS (0.71), and while Facebook was showing promise, campaigns weren’t being optimized for scale. Nacach had the product and the audience — but no clear path forward.
The CPG Formula:
Fix What’s Bleeding, Fuel What’s Working. Here’s how we rebuilt performance:
1. Paid Media Reallocation
We paused underperforming Google campaigns and reallocated spend to Facebook, where even a $801 test returned $2.9K in revenue with a 3.7 ROAS. Once scaled, Facebook became a key revenue channel while reducing cost per purchase from $25.05 to $16.24.
2. Email Segmentation and Strategy
We rebuilt the email structure from the ground up — segmenting by behavior, interest, and lifecycle stage. That included dedicated flows for students, new customers, inactive buyers, and product-specific interest groups (hard wax, soft wax, etc.). As a result, email conversion jumped to 4%, a 52% lift compared to previous months.
3. Conversion-Focused Offers
We introduced targeted sales campaigns built for the esthetician market — including BOGO offers, free product with purchase, and student-exclusive promotions. Exit-intent popups and reactivation flows helped reduce abandonment and bring previous buyers back.
4. Ambassador Activation
We tapped into Nacach’s organic community of estheticians and students, launching an ambassador program to encourage user-generated content. Video submissions, tutorials, and testimonials became assets for Nacach Academy, Instagram, and product pages.
The Results: A Rebuilt Revenue Engine
With a streamlined ad strategy, segmented email flows, and smarter promos, Nacach turned around its performance in under 90 days — without increasing total spend.
Why CPG? Because Performance Comes from Precision
At CPG, we don’t just push spend — we build systems that convert. For Nacach, that meant reshaping their paid strategy, rebuilding retention, and turning loyal estheticians into active promoters. Every move was intentional, every channel aligned. Because when growth stalls, strategy is the only way forward.