Beyond Foam - Building Trust for a Product Category Consumers Had Never Seen Before

About

Beyond Foam is a D2C skincare brand redefining cleansing with powder-based face washes and hair cleansers. Rooted in Ayurveda, the brand focuses on skin-type-specific formulations made without harsh chemicals, synthetic foam, or preservatives-proving that effective skincare doesn't need to foam to work.

https://gobeyondfoam.com/

The Challenge

Launching a new skincare product is difficult. Launching an entirely new product category is even harder.

Beyond Foam wasn't just introducing another face wash-it had to educate consumers on why a powder face wash is better and why less foam doesn't mean less cleansing.

Key Challenges

1. Low brand awareness in a competitive skincare market

2. Educating customers about powdered face wash technology

3. Consumers unfamiliar with the "no foam" concept

4. High Customer Acquisition Cost (CAC)

5. Low Average Order Value (AOV)

6. Limited repeat purchase data due to an early-stage brand

7. Building trust around Ayurvedic, chemical-free formulations

Objectives

Our strategy focused on building both awareness and conversions.

Primary Objectives

1. Increase monthly purchases

2. Build awareness around powdered face wash

3. Educate users on skin-type-specific skincare

4. Reduce Customer Acquisition Cost (CAC)

5. Increase Average Order Value (AOV)

6. Build a loyal repeat customer base

Our Strategy

Funnel Architecture

Since Beyond Foam was introducing an unfamiliar product category, we built the funnel around education → consideration → conversion. Each stage used a different combination of creative formats to move users closer to purchase.

How the Funnel Worked

TOFU → Get Attention

We used awareness-led content to introduce Beyond Foam and challenge conventional cleansing habits.

→ UGC & problem-led videos→ Educational content around “No Foam” cleansing→ TOFU | Beyond Foam | 13-05-26→ 1.18M people reached at ~₹2.66 per 1,000 people reached

MOFU → Build Understanding & Trust

Once users knew the brand, we focused on explaining why Beyond Foam was different and why it worked.

→ Comparison & problem-solution videos→ Founder story & product-led content→ Ingredient and skin-type education→ Comparison Video Campaign → 198 Add-to-Carts at ~₹34.44 per ATC

BOFU → Convert

At the conversion stage, communication shifted from education to giving users a clear reason to try the product.

→ Customer testimonials & UGC→ Bundle and Buy 2 offers→ 21-Day Trial campaigns→ Scaling Sales → 100 Purchases→ OCM | 19-05-26 → 22 Purchases

RETARGETING → Recover High-Intent Users

Users who had already interacted with Beyond Foam were re-engaged with stronger purchase-focused communication.

→ Website visitor / engaged audience retargeting→ UGC & social proof→ Product benefits and offers→ Retargeting Audience → 2 Purchases

Creative Strategy Across the Funnel

Rather than using one creative angle throughout, we adapted the communication based on where the user was in the journey.

→ Awareness: UGC, relatable skincare problems & educational hooks→ Consideration: Founder stories, comparison videos, product education & ingredients→ Conversion: Testimonials, offers, bundles & 21-Day Trial→ Retargeting: Social proof, product benefits & purchase-led messaging

This helped us move users through a simple journey:

“What is this?” → “Why is this different?” → “Can I trust it?” → “I want to try it.”

Campaign Structure

TOFU / Reach↓Comparison + Education↓Purchase Intent↓Scaling Sales↓Retargeting↓Purchase

The strategy wasn't just about running multiple campaigns. Each campaign had a specific role - introduce the category, explain the difference, build trust, and ultimately convert high-intent users.

Key Campaign Signals

The Strategy Behind the Numbers

For a category consumers had never experienced before, selling immediately wasn't the answer. We first created awareness, then built understanding through education and storytelling, and finally used proof, offers and retargeting to drive conversion.

TOFU created curiosity. MOFU built belief. BOFU converted that belief into action.

Meta Ads Strategy

We followed a structured performance marketing approach designed to continuously improve results.

Campaign Flow

Creative Testing

↓

Purchase Campaign

↓

Retargeting Campaign

↓

Scaling Campaign

Optimization Process

→ Weekly creative testing→ Performance review and analysis→ Budget reallocation toward winning creatives→ Regular creative refreshes to prevent ad fatigue

Landing Page Optimization

To improve conversions, we strengthened the website experience by making information clearer and trust more visible.

Key Improvements

→ Stronger product messaging→ Transparent ingredient communication→ Founder story integration→ Customer reviews and testimonials→ Detailed FAQs→ Better visibility for bundles and offers→ Trust signals across the purchase journey

Performance Snapshot

Despite operating in a category that required significant consumer education, the campaigns generated strong engagement and consistent purchase intent.

→ 10.6% Add-to-Cart Rate

→ 95.5% Checkout Initiation Rate

→ 13.0% Checkout-to-Purchase Conversion

→ 1.3% Overall Website Conversion Rate 

Results

By combining education-first storytelling, founder-led content, UGC, and performance-driven advertising, Beyond Foam successfully introduced consumers to an unfamiliar skincare category while building trust and driving conversions.

Instead of competing as "another face wash," the brand carved out a distinctive position by changing how people think about cleansing-proving that better skincare starts with better ingredients, not more foam.

https://gobeyondfoam.com/