Demo Case Study — Skincare & D2C Beauty
Lumira Skincare
Repositioning a founder-led skincare label for a premium, ingredient-led audience.
The Challenge
Lumira had strong formulations but a brand identity and digital presence that read as generic and undifferentiated in a crowded D2C skincare market. Conversion from social traffic was low, and repeat purchase rate lagged category benchmarks.
The Strategy
We repositioned Lumira around ingredient transparency and dermatological credibility, rebuilt the visual identity around a calm, clinical-meets-editorial aesthetic, and restructured the funnel around education-first content rather than discount-led promotions.
The Execution
- Full brand identity refresh — logo, packaging system, photography direction
- New D2C website with subscription flows and ingredient storytelling
- Always-on performance marketing across Meta and Google, restructured around retention
- Influencer and dermatologist collaboration program for third-party credibility
- Lifecycle email and WhatsApp flows to lift repeat purchase rate
The Results
+164%
Revenue growth (6 months)
+38%
Repeat purchase rate
-31%
Cost per acquisition
+22%
Average order value
“Rightway didn't just run our ads — they rebuilt how the brand thinks about itself. The difference showed up in the numbers within a quarter.”
Founder
Lumira Skincare (Demo)
Capabilities Used