Case Study: Breaking the “Slow Summer” Myth for Indie Skincare
One of the most common things we hear from indie beauty founders is that summer is the toughest season to drive sales. Customers are traveling, routines shift, and skincare often takes a backseat to vacation mode. Many shoppers stock up before summer, which can make July and August feel quieter for brands that rely on consistent replenishment.But what happens when a clean Canadian skincare brand challenges that narrative?
This brand was not running Meta ads last summer. We partnered with them this past winter, so there is no year-over-year comparison from an ads perspective. What we do have is a clear view into their summer performance this year, which turned out to be the strongest summer in their history.
Here’s what stood out:
Sales Volume Growth: Orders grew by 13 percent compared to the previous two months.
Revenue Growth: Sales revenue increased by 7 percent despite seasonal headwinds.
Ad Spend Investment: The brand scaled their paid investment by 24 percent, with results that more than justified the increase.
Return on Ad Spend (ROAS): While efficiency dipped slightly compared to the prior period, performance remained strong at a multiple well above industry averages.
Average Order Value (AOV): AOV softened by 5 percent, which often signals new customers entering the mix at lower spend levels, a healthy trade-off when paired with overall growth.
The result? A record-breaking summer at a time when most indie beauty brands expect to see dips.
This case proves that summer does not have to be a slow season if the right strategy is in place. By leaning into Meta ads with thoughtful targeting and creative tailored to their audience, this skincare brand turned what is typically a challenging quarter into one of their best.
If you are a wellness or beauty founder ready to rewrite the seasonal story for your brand, let’s talk. We would love to explore how we can help you scale intentionally, even in months you might expect to be quiet.
