Prepared for: MADARA Cosmetics
Prepared by: Manus AI, Meta Ads Expert
Date: 2026-02-11

This document outlines a comprehensive, full-funnel Meta Ads strategy for MADARA Cosmetics, designed to drive sales and scale customer acquisition in the EU and USA markets. The strategy is built around Meta's Advantage+ suite of tools, prioritizing broad targeting and algorithm-led optimization to achieve the primary goal of increasing sales. By leveraging a multi-layered campaign structure and data-driven creative, this plan aims to capture new customers, nurture mid-funnel prospects, and convert high-intent users, all while building a sustainable and scalable advertising ecosystem.

MADARA Cosmetics' website effectively communicates its core value proposition of scientifically-backed, organic skincare rooted in potent, natural ingredients from Northern Europe. The branding is clean, modern, and premium, successfully positioning itself as a sophisticated alternative to mainstream luxury brands. The prominent display of ECOCERT/Cosmos certifications, vegan and cruelty-free messaging, and commitment to sustainability resonates strongly with the target demographic of conscious consumers in the EU and USA.

A three-tiered funnel approach will be used to systematically guide users from awareness to purchase. This structure allows for tailored messaging and objectives at each stage of the customer journey, maximizing efficiency and conversion rates.

TOFU (Top-of-Funnel): Awareness & Discovery

• Campaign Objective: Reach / Awareness
• Goal: Introduce MADARA Cosmetics to a broad, cold audience of potential customers. The focus is on brand storytelling, educating users about the unique benefits of Northern ingredients and organic, science-backed skincare.
• Primary KPI: Cost Per 1,000 Impressions (CPM), Reach, Ad Recall Lift.

MOFU (Middle-of-Funnel): Consideration & Engagement

• Campaign Objective: Traffic / Leads
• Goal: Drive qualified traffic to the website and capture leads. This stage targets users who have shown initial interest (e.g., watched a percentage of a video ad, visited the website). The 20% off first-order offer will be a key driver for lead generation.
• Primary KPI: Cost Per Click (CPC), Click-Through Rate (CTR), Cost Per Lead (CPL).

BOFU (Bottom-of-Funnel): Conversion & Sales

• Campaign Objective: Sales (Advantage+ Shopping Campaign)
• Goal: Convert high-intent users into customers. This campaign will primarily retarget website visitors, cart abandoners, and engaged users from the TOFU/MOFU stages. Dynamic Product Ads (DPA) will be utilized to show users products they have previously viewed.
• Primary KPI: Cost Per Acquisition (CPA), Return On Ad Spend (ROAS), Conversion Rate.

Two core buyer personas have been developed to guide targeting and creative efforts. These personas are designed for broad targeting within Meta Advantage+ campaigns to allow the algorithm maximum flexibility in finding the most likely converters.

Persona 1: "The Conscious Professional"

• Description: A woman aged 30-45, living in a major metropolitan area in the USA or Western Europe (e.g., New York, London, Berlin). She is well-educated, has a high disposable income, and prioritizes health, wellness, and sustainability. She reads labels, researches ingredients, and is willing to invest in high-quality, effective products that align with her values. She is skeptical of mass-market brands and seeks out niche, transparent companies.
• Advantage+ Targeting:
  • Geography: USA, UK, Germany, France
  • Age: 30-45
  • Gender: Female
  • Detailed Targeting (Broad): No detailed targeting. Rely on Meta's algorithm to find users based on conversion data.
  • Estimated Audience Size: 10M+

Persona 2: "The Natural Ageless Seeker"

• Description: A woman aged 45-60, based in the EU or USA. She is concerned with the visible signs of aging but is wary of invasive procedures and harsh chemicals. She is looking for effective, natural anti-aging solutions that are gentle on her skin. She is an avid online shopper, influenced by authentic reviews and scientific evidence of product efficacy.
• Advantage+ Targeting:
  • Geography: EU (Netherlands, Belgium, Switzerland, Nordics), USA
  • Age: 45-60
  • Gender: Female
  • Detailed Targeting (Broad): No detailed targeting.
  • Estimated Audience Size: 8M+

Two ad copy hooks have been crafted using the AIDA (Attention, Interest, Desire, Action) framework. These hooks are designed to be adapted for different ad formats (static images, videos) and funnel stages.

Hook 1: The "Science of Nature" Angle

• Attention: "Stop choosing between natural and effective. Science shows you can have both."
• Interest: "Tired of skincare that promises the world but delivers irritation? MADARA Cosmetics is different. We harness the power of potent Northern botanicals, like Birch Sap and Peony, and prove their effectiveness with dermatological science. ECOCERT certified, vegan, and always cruelty-free."
• Desire: "Imagine achieving your best skin ever – radiant, youthful, and healthy – with formulas that are as pure as they are powerful. Picture a routine that not only transforms your skin but also aligns with your values."
• Action: "Discover the secret of Northern beauty. Shop now and enjoy 20% off your first order. Your skin will thank you."

Hook 2: The "Anti-Aging Redefined" Angle

• Attention: "The answer to youthful skin isn't in a needle. It's in the forest."
• Interest: "For centuries, the resilient plants of the North have adapted to survive harsh climates. Our scientists unlock their extraordinary anti-aging properties to create skincare that delivers visible results without compromise. No toxins, no harsh chemicals, just proven, natural performance."
• Desire: "Feel the confidence of smoother, firmer, and more luminous skin. Join thousands of women who have switched to a smarter, cleaner approach to anti-aging and are seeing incredible results."
• Action: "Ready to defy aging, naturally? Click to explore our award-winning collections and claim your exclusive 20% discount on your first purchase."

• Static Image 1: A high-quality, editorial-style product shot showcasing the texture and premium packaging of a hero product (e.g., an anti-aging serum). The background should evoke a sense of nature and purity (e.g., a blurred image of a forest or a clean, minimalist setting).
• Static Image 2: A lifestyle image featuring a woman from one of the target personas looking naturally radiant and confident. The focus should be on healthy, glowing skin, not heavy makeup.
• Video: A 15-30 second video that combines beautiful shots of Northern nature, close-ups of the product texture, and short, impactful text overlays highlighting key benefits (e.g., "Science-Backed," "Certified Organic," "Visible Results"). The video should end with a clear call-to-action and the 20% off offer.

This budget allocation is a starting point and should be adjusted based on performance data. The focus is on funding the BOFU campaign to maximize immediate sales, with a smaller portion dedicated to filling the top of the funnel.

Scaling Roadmap:

• Phase 1 (Months 1-2): Launch all three campaigns with the initial budget allocation. Focus on gathering data, optimizing creatives, and establishing a baseline CPA and ROAS. The primary goal is to achieve consistent profitability with the BOFU campaign.
• Phase 2 (Months 3-6): Once the BOFU campaign is consistently meeting or exceeding ROAS targets, begin to scale the budget. Increase the TOFU and MOFU budgets proportionally to continue feeding the funnel with new, qualified users. Test new creative angles and ad formats.
• Phase 3 (Months 6+): With a proven, scalable model, look to expand into new markets within the EU and USA. Test lookalike audiences built from your customer list to find new pockets of high-value customers. Gradually increase the overall budget as long as ROAS remains strong.

By implementing this structured, full-funnel Meta Ads strategy, MADARA Cosmetics is well-positioned to achieve its goal of driving sales and expanding its customer base in the competitive EU and USA markets. The emphasis on Advantage+ campaigns, broad targeting, and high-quality creative will allow Meta's algorithm to work at its most efficient, delivering sustainable growth and a strong return on investment.

Disclaimer: This strategy is based on the information provided and current Meta Ads best practices. Performance may vary, and continuous monitoring and optimization are essential for success.