MAËLYS accelerates growth by reaching shoppers in a fresh new channel
MAËLYS is a results-driven, body-focused brand redefining the rules of body care. Through a unique blend of product innovation, data, and marketing, MAËLYS creates cutting-edge, hyper-targeted solutions for specific body concerns. MAËLYS empowers a global community of women to embrace the idea that looking and feeling their best should never mean compromising.
To stand out in the competitive beauty market, MAËLYS diversified its advertising stack with AppLovin. Leveraging the platform’s advanced AI-powered targeting and extensive mobile reach, MAËLYS managed to beat their ROAS goal by 20% and significantly increased scale.
The Goal
Skincare is a fast-growing and competitive industry, and it’s critical for brands to stand out to capture consumer attention and drive success. MAËLYS understood that differentiation needed to go beyond their products, extending to how and where they connect with consumers to make a lasting impact.
While MAËLYS saw strong returns with paid social and search ads, they were eager to explore new channels that introduce touchpoints with new and existing audiences. They knew that success would require both audience scale and rich commerce data to target purchase-ready buyers — a hard-to-find combination. While MAËLYS recognized that many of their customers shopped via mobile, they wanted to also effectively engage them outside of social apps.
The Solution
MAËLYS launched an in-app advertising campaign on AppLovin, an AI-powered performance marketing platform that connects shopping brands to AppLovin’s premium network of mobile apps. The campaign used the same full-screen video creatives MAËLYS was running on social media, each featuring a different product and the results real customers had experienced. With AppLovin, the videos are non-skippable for at least the first five seconds, preventing users from quickly scrolling past. Each video is followed by an end card — produced by AppLovin’s in-house creative agency, SparkLabs — to reinforce branding, build credibility, and provide a clear call to action.
Among the 140 million US-based daily active users in AppLovin’s diverse network of apps, AppLovin’s AI advertising engine identified those most likely to make a purchase and determined which creative to show each user. Within a few days, MAËLYS found that they were not only achieving their ROAS goal but beating it by a significant margin. Encouraged by these results, they increased their spend on the platform and continued to scale up gradually.
The Results
MAËLYS began achieving their ROAS goal almost immediately after launching their AppLovin campaign and continued to beat their goal by 20%. Within 10 days of the campaign being live, AppLovin had driven the sale of thousands of items on MAËLYS’ e-commerce site.
Ultimately, they found a reliable new source of scale comparable to social — without investing significant time or resources.
"AppLovin opened up a whole new avenue for us to connect with shoppers we’d had difficulty engaging before, and it’s now one of our biggest sources of customers. We were able to leverage our existing video creatives and let AppLovin’s AI handle all the targeting optimizations, so it was a breeze to test and scale."
- Yariv Citron, CMO