Fixing a Korean skincare brand's broken hook strategy on Meta.
An ingredient-led ad account competing in a market that buys on emotion, not formulation — rebuilt from the hook down.
Ingredient-led ads in an emotion-driven market.
Quia Beauty's ads were opening on actives and formulation — niacinamide percentages, ingredient callouts — in a category where the actual purchase decision is driven by how the customer feels about their skin, not what's in the bottle.
Lead with the frustration, not the formula.
We rebuilt the hook strategy around the customer's actual emotional state — dull skin, the disappointment of routines that didn't work, and the relief of finally finding something that does. The product became the payoff of that emotional arc, not the opening line.
UGC-style creative built around real pain points.
- UGC-style creatives targeting hyperpigmentation
- UGC-style creatives targeting glass-skin goals
- AI avatar testimonials for scalable social proof
- Multiple pain-angle variants for cold-audience testing
Every variant was built to feel native to the feed first, product-forward second — matching how skincare actually gets discovered on Meta.
A hook strategy built for cold traffic, not just brand fans.
Quia Beauty moved from formulation-first messaging to an emotion-led creative system, with a growing library of pain-angle variants ready for continuous cold-audience testing.
Results
By the numbers
The work
Korean skincare brand in motion
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