Scaling Luxury Bath Care Without Losing Margin
Media rebuilt around contribution margin, not ROAS screenshots.
Brand
Kimirica — Performance Ads, 2026.
Challenge
Spend had plateaued: every budget increase pushed CAC past the point where the gifting range stayed profitable, and reporting could not separate new from returning revenue.
What we did
We rebuilt account structure into clean testing lanes, moved to server-side tracking, and judged every campaign on contribution margin with defined scale and kill rules.
Result
Spend grew 2.4x while blended CAC fell by more than a third, with new-customer revenue tracked separately for the first time.
Numbers
What changed
-37%
Blended CAC
2.4x
Monthly spend
+61%
New customer revenue
4.1
Blended MER
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