dot3b

About the brand

dot3b is a dermatologist-formulated skincare brand built for sensitive Indian skin. Its hero product, the Overnight Repair Night Cream, is a multi-active, one-step night cream designed to replace an entire serum routine. Strong formulation, strong reviews — in one of the most crowded and trust-driven categories in Indian D2C.

Why CAC is the number that matters in skincare

Skincare doesn't make its money on the first order. It makes it on the second, third and tenth — the customer who finishes a jar, sees results and comes back. Skincare products have a huge repeat rate, and that's where a brand's real value is built: in lifetime value.

That changes how growth is measured.

Skincare sells at lower price points than categories like fashion or home décor, and generally operates at a lower ROAS on the first order. ROAS and CAC move together — but with a lower price point, there's only so much room on the revenue side of that equation. The lever a skincare brand can pull hardest is the cost of acquiring each customer.

Bring CAC down, and the rest follows: more customers for the same spend, faster scale, a bigger share of the audience — and every one of those customers is a future repeat buyer. In skincare, low CAC isn't just efficiency. It's the growth engine.

The situation before we stepped in

Before Command Ads came on board, dot3b's performance reflected:

• A high cost to acquire every new customer
• Order volume flat, with no clear way to buy more customers without paying even more for each one
• Spend that couldn't scale, because every extra customer was too expensive to acquire
• A crowded category where better-known competitors were winning on trust and reach

dot3b had a product people loved once they tried it. It just cost too much to get them to try it.

Objective

• Bring CAC down meaningfully, without cutting spend to do it
• Increase the number of new customers acquired every day
• Build an acquisition system that can scale into the repeat-purchase economics of skincare

Our approach

We rebuilt dot3b's Meta account around two things: precise control over where the money goes, and proven creative.

Instead of letting the platform spread budget wherever it chose, we took control of allocation — directing spend deliberately toward the audiences and placements that were actually buying, and giving scale only to the creatives that had already proven they could convert. Every rupee had a job, and every rupee was held accountable to the cost of a customer.

Creative did the heavy lifting. Skincare is a trust purchase, so we leaned into video — product demonstrations, stop-motion, animated explainers of the skin concern, and founder-led content. Video drove the large majority of purchases, because it does what a static image can't: show the product working and earn trust in seconds.

With acquisition costs coming down, we had room to do what every skincare brand needs to do — scale. Budgets went up, and the cost of each new customer kept moving in the right direction.

What changed

• Customer acquisition cost reduced by 44%
• Orders per day increased by 70%
• Weekly ad spend scaled up by ~40% through October — while CAC continued to come down

More customers, at a far lower cost, with spend scaling up — the foundation every skincare brand needs to grow volume today and build lifetime value tomorrow.