Application — Growth
The same 16684 reviews sit on three Peptide Lip Tint flavor pages, a proof asset that could sell more $20.00 first orders.
Who I am
- Former COO of Tabs. Built its creator program to 100M monthly social impressions, and the paid ad engine alongside it.
- Founded Mainstreet, a consumer home-services platform: a team of 70, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- Peptide Lip Tint pretzel, honey mango and macadamia butter all show the same 4.5 rating from 16684 reviews at $20.00. That shared proof is a ready ad hook.
- The duos costs $45.00 and scores 4.6 across 1094 reviews, but free US shipping starts only over $45. One $20.00 lip tint added crosses it.
- Pocket Pearl Gemini lists a 5.0 rating from only 5 reviews at $16.00. Strong scores on thin counts need creator video to carry trust.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from a $20.00 lip tint to a $45.00 duos.
- Week to week: launching a bunch of different experiments, losers killed early, one variable per test across Peptide Lip Tint flavors and blush shades.
- Creators: makeup-bag minimalists for Pocket Blush, lip-gloss collectors for Peptide Lip Tint, and gifters building a $45.00 duos.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback on a $20.00 lip tint first order.
- Event tracking I'd spec and work through with your team. That part isn't me, and it matters for rhode's shade-level variants and bundles.
Month one
| Metric | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Creator videos / week | 0 | 14 | 28 | 42 | 56 | 70 |
| Landing pages live | 1 | 3 | 5 | 7 | 8 | 9 |
| New ads / week | 12 | 12 | 12–20 | 12–20 | 20 | 20 |
| Unique experiments | 2 | 3 | 4 | 5 | 6 | 6 |
Two creators come on each week, reaching 10 live by week six. Each posts seven videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators: 12 ads and 1 page at the start, 20 ads and 9 pages at the end. Proposed.
Creator videos a week = creators live × videos per creator. Week 1: 0 × 7 = 0; Week 2: 2 × 7 = 14; Week 3: 4 × 7 = 28; Week 4: 6 × 7 = 42; Week 5: 8 × 7 = 56; Week 6: 10 × 7 = 70.
How I'd start
- Build a claims sheet from rhode's own product wording, starting with the Peptide Lip Tint line, so every brief stays on literal copy.
- Recruit the first two creators for Peptide Lip Tint and Pocket Blush, then brief them on the hook library before ads go live.
I haven't seen your ad account or your numbers; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo