Chew on This - Digestable DTC Content How AS Beauty Scaled from $500 to $50,000 in Spend
May 13, 2025
Scott Kramer, VP of Growth at AS Beauty Group, dives into his experience transforming a beauty brand's marketing strategy. He discusses how diversifying ad spend led to remarkable revenue growth. Scott also highlights the complexities of managing multiple brands and the need for tailored marketing approaches. Key insights include strategic shifts in advertising during the holiday season and utilizing platforms like AppLovin for better engagement. He emphasizes the importance of data analysis and adapting to consumer behavior to optimize marketing efforts.
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Multi-Brand Beauty Dynamics
- Selling different beauty products to the same customer often doesn’t increase sales despite category closeness.
- Beauty consumers enjoy exploring brands, allowing multiple brands to coexist without much cannibalization.
Rapid Scaling on AppLovin
- Scott Kramer shares how AS Beauty started testing AppLovin with just $200-$500 daily spend.
- They quickly ramped to $50,000 daily by Labor Day, doubling spend nearly every day as results held up.
Core Demo Engages in Mobile Games
- Older women over 40, AS Beauty's core demo, actively engage with mobile game ads.
- They even cite game titles like Wordscapes and Scrabble as typical games played when motivated to purchase.