Luster Products

Luster Products is a consumer hair-care brand portfolio with a deep catalog of shampoos, conditioners, stylers, treatments, and accessories sold through national retailers and its direct-to-consumer site. With a large, loyal customer base and frequent new-product drops, the team wanted a more coordinated growth engine that could turn brand attention into measurable e-commerce revenue—without adding operational complexity.

Client Challenge

Prior to our engagement, paid media was spread across multiple ad accounts with inconsistent naming, budgets, and goals, making it difficult to scale what worked and cut what didn’t. Creative assets lived primarily in organic formats; they needed platform-specific editing, captions, and aspect-ratio versions for high performance on Meta placements. On the lifecycle side, the brand had solid list size but underutilized email and SMS—limited segmentation, few automated flows, and no clear replenishment logic for hero SKUs. Tracking was also fragmented: pixels and GA4 events weren’t unified with UTM standards, so the team lacked reliable attribution across channels. Finally, several small site issues—collection hierarchy, PDP messaging, on-page SEO fundamentals, and a few speed bottlenecks—were suppressing conversion and discoverability.

The Marz Solution

Marz Agency built a full-funnel program around four workstreams: paid media, creative, CRM, and site hygiene. On Google Ads, we stood up intent-led Search and Performance Max campaigns split by branded, competitor, and problem/solution themes, paired with feed optimizations and extensions to capture high-intent demand efficiently. On Meta Ads, we relaunched prospecting and retargeting with clean account structure, audience stacking, and always-on creative testing. Our team handled post-asset editing end-to-end—UGC cut-downs, 1:1/4:5/9:16 versions, hooks, captions, and CTAs—so every concept shipped in the right format for each placement.

In email & SMS, we rebuilt Klaviyo with event-based flows (welcome, browse/cart abandon, post-purchase, replenishment, win-back) and segment logic keyed to product families, AOV tiers, and engagement recency. We introduced campaign cadences for launches and promotions, tightened deliverability, and layered SMS for time-sensitive drops. For website management, we made targeted fixes: clarified navigation and collections, tightened PDP copy and FAQs, added schema/meta improvements for SEO, and resolved minor performance issues. Finally, we standardized measurement with unified pixel/GA4 events and UTM conventions, giving the team clear CPA/ROAS and LTV-by-channel views.

The result is a single, scalable demand engine: paid search captures intent, paid social grows reach and remarketing pools, email/SMS convert and retain, and a cleaner site turns traffic into customers—setting Luster Products up for predictable growth across channels.

Client:

Luster Products

Website:

lusterproducts.com

Date:

2024

Services:

Google Ads, Meta Ads, Content Creation, Website