Intermediate · Profitable launch scaling

D2C Skincare ROAS Challenge

The founder needs evidence that the launch bundle can acquire cold-audience purchases profitably before approving a larger media plan.

Business brief

Find a repeatable cold-audience acquisition approach that sells the launch bundle without using discounts to hide weak product trust.

A new skincare brand is launching a three-product routine with limited customer history. The team has credible ingredient proof, but cold audiences do not yet recognise the brand or trust the routine.

Stakeholder pressureThe founder wants visible launch momentum and is asking whether budget can increase before the first week ends.

Learning goal

What this challenge tests

Diagnose whether launch performance is constrained by creative demand, store conversion or audience pressure before scaling.

Pass criteriaReach the target score and clear every campaign metric without scaling past the budget limit.

Target to beat

All checks are evaluated against your final Day 4–7 result.

ROASAt least 2.8x

CPA / CPLAt most ₹2,200

ConversionsAt least 55

FrequencyAt most 3.2

Budget limit: ₹150,000
Duration: 7 days
Attempts allowed: 3
Objective: Sales

Ready to decide?

Build the campaign within the assignment guardrails.

The simulator will pause after Day 3 so you can diagnose the result before making your final optimisation decision.

Start assignment