Application — Growth
Wonderskin has 21950 reviews and a 4.7 / 5 rating. The $22.00 WONDER BLADING All-Day Lip Stain, in 19 variants, is where that proof should work.
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
- The WONDER BLADING All-Day Lip Stain ladder runs from $22/each for one down to $19/each for four, across 19 variants. Tiered pricing is a ready-made hook for a first-order test.
- The 1440 Longwear Eyeliner costs $18.00 in 12 variants, and its copy asks: "Did you know there are 1440 minutes in a day?" That is a ready-made ad hook.
- Free shipping over $35 in the USA only, a free full-sized gift on orders over $50, and a refund within 30 days: three offers an ad can lead with.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether the hero is the $22.00 lip stain or an $18.00 eyeliner.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, on lip stain shades first.
- Creators: lip-color regulars, brow-routine makers and long-wear eyeliner testers, each filming the Peel & Reveal lip stain kit in their own voice.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, including the Subscribe & Save 20% orders.
- Event tracking I'd spec and work through with your team. That part isn't me. Orders, upsell taps and subscriptions need clean events before spend scales.
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 join two a week, reaching 10 live by week six. Each posts the same number of videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators, from 12 to 20 ads a week. 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
- Read every lip stain shade page and pull the shade names into a hook library, so the first creator briefs start from real product language.
- Draft the first batch of ads around the tiered lip stain pricing and the eyeliner wear claim, one variable per test.
I'd love to chat if this makes sense. Grab a time here.
Danilo