Glow Jar Beauty
Victoria, BC · online
- Skincare
- Body care
- SPF
- Travel sets
- Campaigns
- 3
- Audiences
- 13
- Ads written
- 14
- Daily budget from
- $40
A ten-year-old Victoria brand with honest, age-inclusive skincare and about 11 live Meta ads. Every ad sells one full-size product, and opened skincare can't be returned, so a new customer has a reason to wait.
Lead with the brand's own starter set and its free SPF sample, then sell the full sizes in retargeting by shopping stage. Keep the voice it already has: no fear, no flaws to fix, and real faces over 36.
What we lead with
The products that make the easiest first order, with the most reviews behind them.
- 01$65Mini Travel Skincare SetThe brand's own "introduction to Glow Jar Beauty": the whole routine in travel sizes, so a first try doesn't mean a full-size gamble.
- 02$39Pineapple Body OilThe most reviewed product on the site, with 303 reviews, and a $25 mini. Body oil is an easier first buy than a face serum.
- 03$59Radiance Boost Serum212 reviews and a clear job: the look of uneven tone. Paired with the mini vitamin C and the SPF, it makes a morning routine bundle.
Campaign structure
One objective in every campaign: first purchases. Each ad set runs 3 to 5 ads, and ads that spend without results are cut.
- C01Broad or Advantage+, women 30 to 65
- C02Sensitive and fragrance-free skincare
- C03Clean and Canadian-made beauty
- C04Skincare routine and SPF
- C05Body care and self-care
- C06Vancouver Island and Lower Mainland
- C07Lookalike of past buyers
- C08Gift buyers, late November
- R01Started checkout, did not buy
- R02Added to cart, did not check out
- R03Viewed a product, did not add to cart
- R04Video viewers and Instagram engagers
- R05Past buyers, 60 to 120 days
Warmest first. Each stage gets its own message, from “your order is waiting” to a second look at the product they watched.
The ads
Three of the 14 ads written for this plan, with the business's own photos, laid out as they run in the Facebook and Instagram feed.
Glow Jar BeautySponsoredNew to Glow Jar? Start small. Our Mini Travel Skincare Set has the cleanser, the vitamin C, the retinol and the rest of the routine in travel sizes. $65, made in Canadian labs, no added fragrance.
$65Glow Jar BeautySponsoredOur most-reviewed product is a body oil. Pineapple Body Oil absorbs quickly with no greasy residue, and has 303 reviews on our site.
$25Glow Jar BeautySponsoredRadiance Boost Serum is a daily serum for the look of uneven tone. Made in Canada, fragrance-free.
$59The competition
Who else is in the same shoppers’ feeds.
- 01The OrdinaryThe same education-first tone at far lower prices, with about 5,900 active ads. Price is not the angle.
- 02Living LibationsCanadian botanical skincare whose few ads run on customer quotes. Glow Jar has 303 reviews on one product.
- 03Sangre de FrutaBowen Island body care, already offering 10% off a first order in its ads.
- 04Dear Lucy SkincareA Victoria serum brand at $150 with no active ads found. The local feed is open.
The first 30 days
The same method for every plan. Real numbers replace the estimates by week two.
- Week 1BuildAd account access, pixel and conversion event tested, audiences built, cold and retargeting campaigns live.
- Week 2CutAds that spend twice the target cost per result without one are cut and replaced. First weekly report.
- Week 3ScaleBudget moves to the winning ad set and rises slowly. Lookalikes are added once there is conversion data.
- Week 4HoldBudget stays only where cost per result holds. Retargeting ads are refreshed. 30-day summary and month-two plan.
Ad budget options
Ad spend, paid directly to Meta. About 80% goes to cold audiences and 20% to retargeting.
- Test$40/dayabout $1,200 a monthOne or two cold ad sets plus retargeting.
- Standard · recommended$80/dayabout $2,400 a monthThree cold ad sets plus retargeting.
- Scale$150/dayabout $4,500 a monthAdds lookalikes, gift buyers and a US test.
The full plan
Every section of the working document. Open one to see what is inside.
01SummaryOpenClose
Read the full Glow Jar Beauty plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan02Business snapshotOpenClose
Read the full Glow Jar Beauty plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan03What the brand runs nowOpenClose
Read the full Glow Jar Beauty plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan04Competitor analysisOpenClose
Read the full Glow Jar Beauty plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan05Goal and the one metricOpenClose
Read the full Glow Jar Beauty plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan06Offer recommendationsOpenClose
Read the full Glow Jar Beauty plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan07Campaign structureOpenClose
Read the full Glow Jar Beauty plan
Every campaign, ad set and audience, with the reasons. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan08Ad copyOpenClose
Read the full Glow Jar Beauty plan
All 14 ads, written in Glow Jar Beauty's voice. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan09Creative briefOpenClose
Read the full Glow Jar Beauty plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan10Budget and test planOpenClose
Read the full Glow Jar Beauty plan
Three budget options and the cut and scale rules. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan11TrackingOpenClose
Read the full Glow Jar Beauty plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan12EstimatesOpenClose
Read the full Glow Jar Beauty plan
The cost estimates and their sources. Planning inputs, not forecasts. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan13Weekly report templateOpenClose
Read the full Glow Jar Beauty plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan14Risks and what we need from the brandOpenClose
Read the full Glow Jar Beauty plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan15SourcesOpenClose
Read the full Glow Jar Beauty plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
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