Loved01 | Skincare by John Legend
Loved01 by John Legend is built on the belief that high-quality skincare should be accessible to everyone. With a focus on inclusivity, the brand formulates products for all skin types and genders, delivering luxury without the premium price tag. Its mission is simple: help people feel and look better every day without compromise.
123%
Brand Visibility
10x
Growth in Google Ads Revenue
82%
Reduction in CPA
About the Client
Loved01 by John Legend is built on the belief that high-quality skincare should be accessible to everyone. With a focus on inclusivity, the brand formulates products for all skin types and genders, delivering luxury without the premium price tag. Its mission is simple: help people feel and look better every day without compromise.
“I’ve always treasured my relationship with my audience, no matter what I’m presenting to them. I want them to feel valued and appreciated. I want them to know that everything we bring them was made with care, love and intention.” - John Legend
The Challenge
Despite a strong brand presence and celebrity backing, Loved01 struggled to scale its direct-to-consumer (DTC) business. Customer acquisition costs were too high, and the average order value (AOV) was too low to maintain profitability. Their paid efforts weren’t delivering, and growth had stalled.
The Solution
Icepop partnered with Loved01 to build a performance-driven media strategy focused on one thing: profitable scale.
Paid Search Advertising
We overhauled their Google Ads account with a granular, data-first approach:
Audience Identification & Segmentation: Our Performance Max campaigns used Google's AI to find high-probability skincare buyers across multiple platforms based on audience signals, like ingredient interest and skin concerns.
Creative Generation with Gemini: Skincare ads were split-tested using Gemini to target specific concerns, resulting in higher ad relevance, CTR, and engagement.
Cross-Channel Delivery with Vertical Video: Vertical video assets, including YouTube Shorts and Discover, were used to engage audiences in the discovery phase.
Intelligent Landing Page Targeting: URL Expansion automatically directed users to the most relevant product pages, even when seasonal changes or bundles affected their interests.
Broad Match + Smart Bidding on Branded Search: We used Broad Match and Smart Bidding to focus on branded queries and let AI fill in the intent gaps. This exceeded tROAS targets and turned an underperforming Search campaign into a growth driver.
Paid Social Advertising
On Meta, we ramped up creative testing like never before:
Produced and tested hundreds of ads—fast iteration was the key.
Used user-generated content (UGC) to grow the men’s product line.
Incorporated media buzz and press appearances from John Legend.
Built campaigns around content featuring both John Legend and Chrissy Teigen to boost authenticity and brand engagement.
Data & Reporting
We cleaned up backend tracking and attribution to give Loved01 full visibility into performance:
Fixed conversion tracking issues in GA4 and Google Ads.
Monitored UTM parameters to understand cross-platform attribution (Google + Meta).
The Results
Our multi-platform strategy delivered transformative results for Loved01 within the first six months of partnership. Combining AI-powered audience targeting, rigorous creative testing, and meticulous data analysis unlocked new customer segments while dramatically improving campaign efficiency. What began as a rescue mission for a struggling DTC brand evolved into a comprehensive growth engine that not only reversed negative trends but established sustainable, profitable acquisition channels that continue to scale today.
600% increase in Google Ads spend while improving efficiency.
10x growth in Google Ads revenue and purchases.
123% increase in brand visibility (Google Ads impressions).
82% reduction in CPA on Facebook.
20% increase in overall profitability.
Loved01 also launched its first-ever successful search campaign—unlocking a new, scalable DTC revenue stream.
Conclusion
Loved01 had the brand, the voice, and the audience. icepop brought the strategy, creative muscle, and performance mindset to turn that into real, measurable growth. Our partnership didn't just improve metrics but fundamentally changed the company's trajectory. The dramatic efficiency improvements allowed Loved01 to reinvest in product development and expand its retail presence, creating a virtuous cycle of growth. Most importantly, this partnership proved that inclusive beauty brands can achieve commercial success without compromising their core values or mission. John Legend's vision of accessible skincare for everyone is now matched with a sustainable business model that can reach millions more consumers.
As Loved01 continues expanding into new retail channels and product categories, the digital foundation we built together ensures they can scale confidently in an increasingly competitive beauty landscape.
