d’hair is a wellness brand selling premium spa turbans, designed for use in saunas, skincare routines, red light therapy, and post-shower rituals. Their product resonated with a niche but growing market, and they had already built strong creative assets and a loyal customer base. With elevated packaging and high-end positioning, d’hair wasn’t a mass-market commodity — it was a self-care product for beauty-conscious, wellness-obsessed shoppers.
But even great brands hit plateaus. Despite investing heavily in creative and optimization, the brand’s Meta performance had stalled. ROAS hovered below 1x. CPA crept upward. Add-to-carts and return visits were flat. Worse, up to 15% of orders were being returned — most from one-off buyers who likely weren’t the right fit to begin with.
Something had to shift.
Meta’s Advantage+ Shopping Campaigns (ASC) were doing their job: delivering traffic. But it wasn’t the right kind of traffic. Visitors weren’t browsing long. They weren’t bundling. And they weren’t coming back.
The problem wasn’t awareness. It was alignment. Broad targeting and interest categories couldn’t zero in on the nuanced customer profile d’hair had successfully cultivated via word of mouth and influencer advocacy.
They weren’t just looking for more traffic. They needed better traffic — shoppers who were already engaging with spa culture, self-care rituals, and elevated haircare accessories. That’s when they turned to Slopeside.
Slopeside partnered with the d’hair team to build a custom Lift audience using behavioral signals. These weren’t just people in the “beauty” or “wellness” categories... they were users actively searching, reading, or purchasing:
The list was created using recent search behavior, purchase likelihood scores, and demographic overlays like age and income. Once approved, d’hair uploaded the file to Meta and built new 1% and 2% lookalikes.
They didn’t change creative. They didn’t increase budget. They simply swapped the audience.
In the two months following the switch, d’hair saw a clear lift:
The difference was immediately visible in customer behavior. These weren’t random impulse buyers. They were spa and wellness enthusiasts who valued what d’hair was offering. This wasn’t just a more profitable campaign. It was a more sustainable one.
d’hair didn’t need to scale by spending more. They scaled by targeting better.
Slopeside gave them the one thing they couldn’t get from Meta alone: verified intent. By building lookalikes from people who were already searching for similar products, d’hair dramatically improved the quality of their traffic and their results.
And because nothing else changed — not the product, not the ad — it was clear the audience made the difference.
How an ecommerce brand ditched interest targeting and scaled purchases by using high-intent seed audiences on Meta.
67 to 118 purchases over two months with same budget
Cost per acquisition dropped from $55 to $38
From low-intent visitors to buyers ready to check out
d’hair is a wellness brand selling premium spa turbans, designed for use in saunas, skincare routines, red light therapy, and post-shower rituals. Their product resonated with a niche but growing market, and they had already built strong creative assets and a loyal customer base. With elevated packaging and high-end positioning, d’hair wasn’t a mass-market commodity — it was a self-care product for beauty-conscious, wellness-obsessed shoppers.
But even great brands hit plateaus. Despite investing heavily in creative and optimization, the brand’s Meta performance had stalled. ROAS hovered below 1x. CPA crept upward. Add-to-carts and return visits were flat. Worse, up to 15% of orders were being returned — most from one-off buyers who likely weren’t the right fit to begin with.
Something had to shift.
Meta’s Advantage+ Shopping Campaigns (ASC) were doing their job: delivering traffic. But it wasn’t the right kind of traffic. Visitors weren’t browsing long. They weren’t bundling. And they weren’t coming back.
The problem wasn’t awareness. It was alignment. Broad targeting and interest categories couldn’t zero in on the nuanced customer profile d’hair had successfully cultivated via word of mouth and influencer advocacy.
They weren’t just looking for more traffic. They needed better traffic — shoppers who were already engaging with spa culture, self-care rituals, and elevated haircare accessories. That’s when they turned to Slopeside.
Slopeside partnered with the d’hair team to build a custom Lift audience using behavioral signals. These weren’t just people in the “beauty” or “wellness” categories... they were users actively searching, reading, or purchasing:
The list was created using recent search behavior, purchase likelihood scores, and demographic overlays like age and income. Once approved, d’hair uploaded the file to Meta and built new 1% and 2% lookalikes.
They didn’t change creative. They didn’t increase budget. They simply swapped the audience.
In the two months following the switch, d’hair saw a clear lift:
The difference was immediately visible in customer behavior. These weren’t random impulse buyers. They were spa and wellness enthusiasts who valued what d’hair was offering. This wasn’t just a more profitable campaign. It was a more sustainable one.
d’hair didn’t need to scale by spending more. They scaled by targeting better.
Slopeside gave them the one thing they couldn’t get from Meta alone: verified intent. By building lookalikes from people who were already searching for similar products, d’hair dramatically improved the quality of their traffic and their results.
And because nothing else changed — not the product, not the ad — it was clear the audience made the difference.
