Application — Growth
Plum has a 199.00 INR perfume deal against 375.00 INR list, yet lists the Mystery Box at several prices.
Who I am
- Former COO of Tabs. Built its creator program to 100M monthly social impressions, and the paid ad engine alongside it.
- Founded Mainstreet, a consumer home-services platform: a team of 70, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- Mystery Box (2 full-size + 2 travel-size) appears at 680.00 INR, while other listings carry different prices, so ads have no single offer to point at.
- Vanilla Caramello Eau De Parfum (Perfume) by BodyLovin' sits at 199.00 INR against a struck 375.00 INR, with a listing promising long-lasting fragrance for 10+ hours: a ready-made ad hook.
- Vanilla Caramello Solid Perfume Stick by BodyLovin', 399.00 INR, is described with 250+ uses, no sprays, no spills. That reads like a demo video.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with the BodyLovin' perfumes.
- Week to week: launching a bunch of different experiments, losers killed early. First tests: perfume hooks versus body lotion hooks.
- Creators: fragrance fans for the BodyLovin' perfumes, skincare beginners for the Bright Start Gift Set, gifters for the Mystery Box.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback.
- Event tracking I'd spec and work through with your team. That part isn't me. Plum's free shipping terms need clean attribution.
Month one
| Metric | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Creator videos / week | 0 | 14 | 28 | 42 | 56 | 70 |
| Landing pages live | 1 | 3 | 5 | 7 | 8 | 9 |
| New ads / week | 12 | 12 | 12–20 | 12–20 | 20 | 20 |
| Unique experiments | 2 | 3 | 4 | 5 | 6 | 6 |
Creators come on two a week, 10 live by week six. Each posts the same number of videos, so videos climb from 14 to 70. New ads and landing pages follow, from 12 ads and 1 page to 20 ads and 9 pages. Proposed.
Creator videos a week = creators live × videos per creator. Week 1: 0 × 7 = 0; Week 2: 2 × 7 = 14; Week 3: 4 × 7 = 28; Week 4: 6 × 7 = 42; Week 5: 8 × 7 = 56; Week 6: 10 × 7 = 70.
How I'd start
- Pull every Mystery Box listing into one offer, so ads point at one price and one page.
- Brief the first creators on the Vanilla Caramello perfume and solid perfume stick, with demo-first hooks, one variable per test.
- Build a claims sheet from the brand's own vegan and cruelty-free wording, so no creator improvises a health claim.
I haven't seen your ad account or your numbers, and I have no beauty experience; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo