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EAD Skincare
EAD Skincare x Tomorrow Labs

The digital evolution of

skincare growth

How a R1,700 test unlocked digital efficiency for EAD Skincare

When EAD Skincare hit a ceiling on follower growth, Tomorrow Labs tested Meta Advantage+ creative on a single campaign. Within three weeks, follower volume lifted and engagement improved.

4,000

Monthly follower volume

+166%

Follower growth jump

R2.09

Cost per follow

100%

Performance consistency

The reach revolution

EAD Skincare had a highly stable account and an established social presence, but its organic and paid growth had flatlined. The account wasn't failing, it was just stuck.
1

The challenge

Standard tactics used for this established skincare brand had run their course. EAD Skincare had a strong social presence but hit a growth ceiling at ~1,500 new followers a month.
2

The shift

Targeting and influencer formats were exhausted. Growth didn't change in a meaningful way until AI-driven creative variation was introduced.
3

The reach

By testing Meta Advantage+ creative on a single campaign, Tomorrow Labs used AI to drive breakthrough performance without altering the existing cold-audience targeting.

The comparison
capped vs uncapped

Metric
The status quo
Advantage+ creative test
Follower volume
200 – 300 per campaign
812 followers (3x volume)
Cost per follow
R2.46 to R4.00
R2.09
Creative variations
Static, manual rotation
12 usable AI variations

The project blueprint

As a reputable brand with an established social presence, EAD Skincare faced a clear challenge: organic and paid follower growth had flatlined at approximately 1,500 new followers a month.

The client

Traditional optimisation tactics for this skincare brand had already been exhausted: target audiences were broadened, creative formats constantly rotated and fresh influencer content introduced. Despite these initiatives, performance barely moved. The account was stuck.

Our role

Tomorrow Labs had to break the growth plateau by designing a controlled experiment using Meta’s Advantage+ creative. We managed technical deployment, set up clean asset baselines and applied quality control – filtering out AI visual distortions to ensure only high-performing, brand-accurate variations went live.

The strategic pivot

The challenge

Growth had hit a wall. Despite expanding targeting to broader audiences, rotating formats and introducing fresh influencer content, performance had barely improved. The account was stable, but stuck.

The action

We tested Meta’s AI image enhancement tool on a single page follower campaign with a budget of R1,700. Starting with a clean tissue oil product shot, Meta generated 20 variations. We filtered out distortions, leaving 12 usable versions to run alongside the original asset.

The road ahead

Creative variation is no longer limited by production capacity. These types of tools allow smaller teams to test multiple directions fast, without full rollouts. High-quality inputs with clean, product-led visuals scale best.

Team Member Spotlight

Kyla van der Merwe
Head of Paid Media

EAD came to Tomorrow Labs after losing their existing social media accounts, so growth started from zero – this was a sustained rebuild, not a one-off spike

Kyla is cautious about AI use in creative, but this test proved its value under the right conditions. A practical example of knowing when to test something new, and when to trust the result.

Frequently Asked Questions

How did EAD Skincare grow its followers by 166%?

Tomorrow Labs used Meta Advantage+ Creative to test AI-generated variations of EAD's ads. The best variations outperformed static creative, lifting monthly follower volume from around 1,500 to 4,000.

What is Meta Advantage+ Creative?

Advantage+ Creative is a Meta Ads feature that uses AI to generate and test variations of your ad creative – adjusting elements such as crops, text and enhancements – and serves the best-performing version to each person.

How much did each new follower cost?

The campaign achieved a cost per follow of R2.09, with 100% performance consistency across the test.

What budget did the test run on?

The test ran on a single campaign with a R1,700 budget, producing 12 usable AI variations. That campaign delivered 812 followers, compared with 200 to 300 per campaign previously – roughly three times the volume.

Why did EAD Skincare need to rebuild its social following?

EAD came to Tomorrow Labs after losing its existing social media accounts, so growth started from zero. As Head of Paid Media Kyla van der Merwe notes, this was a sustained rebuild, not a one-off spike.

How do you measure social media marketing performance?

Tie social metrics to cost and consistency. For EAD we tracked follower volume, cost per follow and how reliably each campaign performed, so the growth could be repeated and scaled rather than depending on one lucky post.

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