- Client
- Bioderma
- Vertical
- SKINCARE / MENA
- Channels
- Google PMax, Meta Catalog, DCO
The problem
Bioderma has strong brand recognition in Europe but is mid-awareness in Gulf markets. The challenge wasn't demand generation, it was capture: existing intent was bleeding to competitors at the point of purchase because the brand wasn't bidding aggressively on its own category terms or running dynamic product ads at scale.
The approach
- 01
Launched Google Performance Max with a segmented product feed by dermatological category
- 02
Ran Meta Catalog ads with dynamic creative optimization against six audience tiers
- 03
Built a retargeting ladder from dermatologist-keyword searches to product page viewers
- 04
Synced creative with seasonal skincare concerns (summer sun damage, winter dryness)
The numbers
- 17x+
- Peak campaign ROAS on PMax category segments
- +45%
- CTR lift vs previous agency benchmarks
- -30%
- Blended CPA across the first 60 days
Other work to chew on.
Built a market entry playbook for a premium French skincare brand in the Gulf.
Esthederm needed to establish a distinct position in a skincare category dominated by Bioderma, La Roche-Posay, and CeraVe. The brand has strong clinical credentials and heritage but weak consumer-facing brand equity in MENA. The risk was getting lumped into the 'pharmacy skincare' bucket and competing on price.
Rebranded a pain support e-commerce business for European market expansion.
Komforten operates in a category crowded with two types of players: utility brands with no story, and wellness brands promising cure-all relief. The owner wanted to reject both. The mandate was to build a brand that could hold its ground in European English-speaking markets without normalizing pain or promising outcomes it couldn't deliver.
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