Prose proves incremental value and increases revenue from AppLovin by 4.7x



Prose is truly custom hair and skin care made-to-order—just for you. Marrying a technology-driven approach with an apothecary-style concept, all Prose hair and skin care products are personalized to your one-of-a-kind hair, skin, goals and environment. Results from an online consultation powered by AI provide a complete view of everything impacting your scalp, hair and skin resulting in 100% customized formulations for haircare and skincare solutions. Prose has seen growth in the competitive beauty space driven by the brand’s ability to offer customization at scale and products that are developed by an in-house, Paris-based R&D team of gifted chemists who combine natural ingredients in innovative ways giving consumers clean skin care, hair care and impeccable results. 

The team’s rigorous and innovative marketing operations have also played a critical role in the brand’s rise. The marketing team has successfully positioned Prose as a trusted solution for health- and ingredient-conscious consumers by emphasizing transparency, clean formulations, and personalization to enhance the beauty of many different hair types. Through thoughtful storytelling and experimental digital campaigns, they’ve built strong resonance with women aged 30-45—a demographic that values both efficacy and ethical sourcing. 



The Goal

Prose has historically focused on social and search ads to drive purchases of its custom hair and skin care products. The team saw promising results from diversifying with AppLovin’s ad platform, bolstered by a highly sophisticated creative strategy which involves iterating on top-performing concepts and launching new ads every week. They also partnered with AppLovin to develop interactive end cards, including a particularly innovative concept that incorporates Prose’s haircare personalization quiz.

Encouraged by early results, Prose’s team wanted to understand the true cost per incremental conversion (CPIA) driven by their AppLovin ads. Their aim was to make a data-backed decision about increasing their long-term investment on the platform.





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“AppLovin’s ad format is a great way to introduce our brand to a new audience. Because the videos are unskippable for at least five seconds, there’s a higher likelihood of our message resonating, and with the ability to include the Prose consultation into the end card itself allows for a unique way to educate on how custom each Prose product is, even before someone visits our site.”

- Lauren Toney, Paid Social Manager



The Solution

To isolate AppLovin’s impact on purchases, Prose worked with marketing science platform Haus to run an incrementality test measuring its March 10-23, 2025 campaign. The test used a state-level geo lift methodology to compare regions where Prose’s audience saw AppLovin ads in mobile games to holdout regions that didn’t see the ads.

This test was designed to measure the causal impact of AppLovin ads on Prose’s business outcomes, including conversions and CPIA, enabling the team to assess performance against their internal goals.



The Results

The incrementality test validated that AppLovin is a highly effective growth channel for Prose. It revealed a statistically significant lift in purchases driven by AppLovin ads, and Prose achieved a CPIA over 65% lower than their team’s most conservative internal benchmark, demonstrating exceptional efficiency.

Based on these results, Prose scaled its investment with AppLovin, increasing revenue from the platform by 4.7x while improving upon the efficiency validated by the test. Building on this momentum, Prose also planned to test launching additional product lines on the platform.



“We hold our marketing channels to high standards—they need to truly move the needle for our business, not just look good in attribution reports. Our test with Haus confirmed that AppLovin exceeds that bar, outperforming our goals and driving incremental growth. It’s been exciting  to find incremental new audiences at an efficient price in mobile games." 

- Margot Sidman, Director of Acquisition Marketing