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Skincare Malaysia

Ruby Cell: Meta Ads for a Skincare Brand in Malaysia, from RM 42,000 to RM 186,000 in Monthly Paid Revenue

Studio video and macro photography, social media management and full-funnel Meta Ads for Ruby Cell, a skincare brand selling stem-cell ampoules and the Handy Airbrush mist system in Malaysia — measured in return on ad spend, paid revenue and customer acquisition cost across Q1–Q3 2024.

The client

Ruby Cell is a skincare brand in Malaysia. Its range centres on stem-cell ampoules and the Handy Airbrush mist system, sold mainly as starter bundles to skincare buyers aged 28 to 50. We first ran Meta campaigns for the brand in 2023 (see the 2023 snapshot); this is the full-funnel programme that followed in 2024.

The problem

The brand was selling a device and a premium ampoule range through static catalogue ads with a single creative angle. Neither the mist nor the application came across in a still image, and in month 1 paid revenue was about RM 42,000 a month at a 1.8× return on ad spend, with each new customer costing RM 240.

What we did

  • Studio video and macro photography. High-speed capture of the three-stage micro-spray, so buyers can see how the mist is applied, and commercial macro shots of the bottles.
  • Real application demos. Bilingual user-style videos in Mandarin and English showing the device in use.
  • Social media management. Ingredient education carousels, short-form Reels and community management on Instagram, Facebook and TikTok.
  • A three-stage Meta funnel. Discovery video on skin ageing and the convenience of the mist device, a proof-and-social stage, then direct checkout on the starter bundles.
  • A creative-testing cadence. Eight new video iterations a month, run through Advantage+ and lookalike audiences.
  • DM and WhatsApp closes. Consultation scripts for direct messages and WhatsApp, so enquiries about the bundles turn into orders.

What we delivered

  • 8
    new ad videos a month
    A fixed creative-testing cadence feeding Advantage+ and lookalike campaigns.
  • 2
    languages
    User-style application demos in Mandarin and English.
  • 3
    social channels managed
    Instagram, Facebook and TikTok in Malaysia.
  • 3
    funnel stages
    Discovery video, proof and social, and bundle conversion with WhatsApp closes.

Deliverable counts, supplied by shakalakaa. Not performance metrics.

Results (Q1–Q3 2024 (month 1 to month 8))

MetricBeforeAfter
Return on ad spend (Meta) 1.8× 4.6× (2.6× the baseline)
Monthly paid revenue RM 42,000 RM 186,000 (4.4×)
Customer acquisition cost RM 240 RM 78 (−68%)
Month 4, after the studio production rollout RM 42,000 · 1.8× RM 114,000 · 3.2× return on ad spend
Organic engagement rate (Instagram, Facebook, TikTok) — +142%

Sources: Meta Ads Manager (return on ad spend, customer acquisition cost), attribution window 7-day click / 1-day view; GA4 and the brand's Shopify store (paid revenue). Month 1 was the single-angle catalogue baseline; month 4 followed the studio production rollout; month 8 followed the full funnel with WhatsApp automation. Costs are the client's Meta media cost, not shakalakaa's fee, which we do not publish.

What this means for your skincare brand

The plain-language version. Over the first three quarters of 2024, every RM 1 of Meta spend went from returning RM 1.80 to RM 4.60, paid revenue grew from about RM 42,000 to RM 186,000 a month, and each new customer cost RM 78 instead of RM 240. The biggest single step came from replacing static catalogue ads with studio footage of the device in use.

What this says about shakalakaa: we shoot the video and content ourselves and run the Meta Ads and social media it feeds, so creative and media are tested as one system rather than handed between agencies.

Related at shakalakaa: See our e-commerce marketing or the pricing guide. Working with a large brand? See how we work with enterprise clients.

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