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Skincare, supplements and wellness

Sell more serums, sunscreens
and supplements.

 

Google Ads, paid social and creative for skincare and wellness brands, like Avocado Zinc: $54,891 in revenue from $1,303 in ad spend in four weeks.

 

Avocado Zinc tubes, a canvas pouch and a make-up brush on a pink background

Health and Beauty Marketing

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A model holding a tube of Avocado Zinc beside her face, with a dab of cream on her cheek

How people choose a sunscreen, a serum or a supplement

People buying skincare and supplements tend to trust the ingredient list before the brand. They read the label, look up the founder, check reviews and ask a friend who already uses it. Then they compare your price with the pharmacy or salon that stocks you.

The brands that grow give those buyers a reason to choose them online: a founder they recognise, an origin story, a bundle that makes sense and a product page that answers every question. With those in place, ads have something worth selling, and tracking shows which ones earn their budget.

The category also comes with rules. Many sunscreens and complementary medicines are regulated as therapeutic goods, so their advertising falls under the TGA’s rules. Cosmetic skincare still sits under consumer law, which bans misleading claims. We check the current rules for your products and confirm wording with you (and your regulatory adviser) before anything goes live.

How we grow skincare, supplement and wellness brands

Paid social creative, in volume, from one shoot day

Meta rewards brands that keep feeding it fresh creative, and wellness audiences tire of the same flat-lay quickly. A one-day video and photo shoot with a photographer and videographer from our Perth partner network can produce 30 or more assets. We then test them across Meta ads to find the winners.

Meta also restricts how some health and wellness advertisers can optimise and track, and those rules change. We check the current policy for your products before launch and plan measurement around it, instead of finding out in week two.

Compliant ad copy, with claims checking in every approval

Every product gets a claims sheet before we write a word. It sets out what the product is permitted to say, what it can’t, and the basis for each line. Copywriters work from it. A second Distl person checks every ad, email and product page against it before it reaches you.

We’re marketers, not regulatory consultants. If you’re launching a new therapeutic product or changing its claims, have your regulatory adviser review the claims sheet once. After that, everyone writes from the same approved language, and approvals get faster.

Google Ads that protect your brand name from stockists

When stockists and competitors bid on your brand name, they’re buying customers who were already looking for you. For Avocado Zinc, an Australian skincare brand, we strengthened branded search and split campaigns into hero products, bundles and competitor searches. We also fixed tracking so Google Ads, which you pay for per click, optimised to purchases instead of add-to-carts.

Then we rebuilt Performance Max with fresh copy, lifestyle and product images, and asset groups by product type. Shopping and Performance Max put your products and prices in front of people already searching for them.

Brand strategy built on the founder's story

Wellness buyers want to know who’s behind the product. A founder who couldn’t find the product they needed, or a family harvesting minerals from its own lake: stories like these persuade without leaning on a therapeutic claim.

Our brand strategy work turns that origin into positioning, a tone of voice and visual rules that your ads, packaging and website all follow. If you’re a founder-led brand, put your face and your reason in the first frames of your ads.

Email, bundles and repeat purchase

Skincare runs out and supplements get used up, so your best prospect is someone who’s already bought. We build email marketing flows timed to when a tube or tub is likely to be empty.

Bundles work in ads too, and they can drive a large share of sales. If you’re selling single products only, test a starter bundle before you raise your ad budget.

Influencer and creator content inside the rules

The right creators introduce a wellness brand to an audience that already trusts them. Good targeted ads can also bring quality influencers to you unprompted. Those partnerships start with people who already like the product.

If you pay or gift product to a creator, treat their post as your ad, because claims rules generally apply to it too. We brief creators on what they can and can’t say, review content before it goes live and keep a record of approvals for your files.

SEO and safe website migrations for skincare sites

Skincare shoppers search ingredient names, product names and brand names, and those searches deserve pages that answer them properly. A site migration is when those rankings are most at risk.

A careful migration plan and ongoing SEO protect the results you’ve built. If you’re rebuilding your store, book the migration work before design starts.

How we helped Avocado Zinc win 500+ new customer orders in four weeks.

  • Australian-made sunscreen and skincare range, formulated in WA by founder Ellen and TGA-listed.
  • Competitors and stockists were bidding on the brand name, and conversion tracking wasn’t reporting purchases properly.
  • We rebuilt the account around purchases, with separate campaigns for hero products, bundles and competitor searches, a rebuilt Performance Max campaign and stronger branded search.
  • In four weeks: $54,891 in revenue from $1,303 in ad spend, a 42:1 return on ad spend, and 500+ new customer orders.

Read full case study

Avocado Zinc tubes lying on stone beside halved avocados

42x ROASGoogle Ads, over four weeks
$54,891 revenuefrom $1,303 in ad spend, four weeks
500+ new customerorders

How we helped Ancient Lakes win over 200 purchases on launch.

  • Family business harvesting electrolyte minerals from Lake Deborah in WA, with a lean monthly budget and no agency experience.
  • We directed a one-day video and photo shoot that produced 30+ custom creatives.
  • Creative showed the product in context, like a styled bedtime scene and flakes dissolving into a post-workout drink, rather than making health claims.
  • Launched on Facebook and Instagram with over 200 purchases and a 2.1 ROAS on launch.
  • Quality influencers approached the brand after finding it through the ads, and budgets increased every few weeks.

Read full case study

Magnesium drops being added to a glass of water, from the Ancient Lakes shoot

200+ purchaseson launch
2.1 ROASon launch
30+ customcreatives from one shoot day

How we helped Vitahealth launch a new website and carry its Google rankings with it.

  • Opened in 1999, Vitahealth services, supplies and distributes Environ Skincare products to WA, SA and the NT.
  • Engaged Distl for a website migration and ongoing SEO.
  • The new site carried its search rankings across to launch.
  • Our team stayed in close contact throughout, with updates as challenges came up.

Read full case study

Woman with glowing skin, from the Vitahealth skincare imagery

Bring us your three best sellers

We’ll look at the ads, product pages and tracking behind each one. You’ll see where sales data is going missing, where budget could work harder and any wording we’d check more closely.

Claim a Free Strategy Consultation

Common questions about health and beauty marketing

Is our product a therapeutic good or a cosmetic?

It depends on what the product is and what you claim it does, so check with a regulatory adviser if you’re unsure. As a general rule, many sunscreens and listed complementary medicines are therapeutic goods, and their ads must follow the TGA’s advertising rules. Skincare that makes no therapeutic claims is generally treated as a cosmetic and sits under consumer law. Watch your wording, because describing a cosmetic as treating a condition can change how it’s regulated.

Why are our Meta ads limited or rejected?

Meta restricts how health and wellness advertisers can optimise and track, and its ad review is sensitive to health wording. If your account is affected, purchase optimisation and conversion reporting can be limited. Meta updates these rules often, so we check where your account stands first. We then test creative that leads with lifestyle and origin, and build audiences from first-party data like your email list. Google Ads, email and SEO carry more of the measurable sales.

A stockist is bidding on our brand name. What should we do?

Ring them before you raise your bids. If you’re the supplier, your stockist agreement may already cover brand bidding, or a polite conversation may fix it for nothing. If it keeps happening, run a well-structured branded campaign so you hold the top spot for your own name. When we took on Avocado Zinc’s Google Ads, competitors and stockists were bidding on its brand, so we strengthened its branded search campaigns to reduce that interference.

Can influencers talk about the results our product gets?

Only within what the product is permitted to claim. For a therapeutic good, a creator’s paid or gifted post is generally treated as advertising, and testimonials carry extra restrictions. We’d rather brief creators to talk about routine, texture, taste or origin. For cosmetic skincare, consumer law still applies, and paid relationships should be disclosed clearly. The rules on testimonials and influencers get updated, so we check the latest before each campaign and confirm creator briefs with you.

Are we too small to work with an agency?

Maybe not. When we launched Ancient Lakes’ campaigns, it had a lean monthly budget and no agency experience, and the launch brought over 200 purchases and a 2.1 ROAS. If you’re pre-launch with one hero product, spend first on good product photography and a fast product page. Then test paid social with a small budget. If you can’t fund both creative and media yet, fund the creative, because weak creative on a bigger budget loses money faster.

What return should we expect from Google Ads?

We won’t promise a number, because returns depend on your margins, repeat rate, brand demand and competition. When we ran Avocado Zinc’s ads, it made $54,891 in revenue from $1,303 in ad spend over four weeks. It started with a strong returning customer base and a brand name worth bidding on. A new brand with no search demand should expect a slower start. We set targets from your margins, so you know what a profitable ROAS looks like before we spend.

How do you write ads when we can't make health claims?

We show where the product fits in someone’s day. For Ancient Lakes, that meant a styled bedtime scene and flakes dissolving into a post-workout drink, instead of stating what magnesium does. We lean on origin, ingredients, texture, how to use it and who made it. Implied claims still count, so imagery gets the same check as copy. If you run a clinic rather than a product brand, our healthcare marketing page is a better fit.

building your marketing strategy

How it feels to work with Distl

Claims first, creative second

Our first weeks go on your products, not your ads. We build the claims sheet and sort which products are therapeutic goods and which are cosmetics. We check your tracking and see how stockists and competitors show up for your brand name. Creative briefs come after that, so the shoot captures content you can use instead of footage you’ll have to bin.

Shoot days near your product

Around Perth, we’d rather film where your product is made or packed than in a hired studio. We bring in photographers and videographers from our Perth partner network, picked for product and lifestyle work. A well-planned day can cover hero shots, lifestyle scenes, founder pieces to camera and short clips for Reels. When we shot for Ancient Lakes, one day gave them 30+ creatives. You’ll see the shot list beforehand. If you’re further afield, we’ll talk the options through on a video call.

Two sign-offs on everything

Every ad, email and landing page gets two sign-offs. One of our team checks it against your claims sheet, then you approve it. If your regulatory adviser needs to see therapeutic product ads, we build that step into the timeline instead of squeezing it in at the end. A launch date never gets to outrank a claims check, even in a busy summer sunscreen season.

Launches timed to stock and season

Ads for a sold-out product waste money as surely as ads for a flop. We plan campaigns around batch sizes, restock dates and seasons, like sunscreen demand building into summer. When a hero product runs low, we shift budget to bundles or other lines quickly, so you’re not paying for clicks you can’t fulfil. Tell us about a new batch early and we’ll have the launch creative ready.

Grow the brand without bending the rules

Tell us what you make, where it’s stocked and what you’re allowed to say about it. We’ll show you where we’d find your next customers.

Claim a Free Strategy Consultation

08 9381 4441

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3/73 Troy Terrace
Jolimont WA 6014