Client: Brazilian Wax Salon
Campaign Objective: Expand customer base by engaging men in waxing services
Platform: Meta (Facebook & Instagram)
Campaign Type: Engagement | Messages | Men

Challenge

Waxing services are typically marketed toward women, leaving an untapped opportunity in the male grooming industry. The salon wanted to test whether men would respond positively to direct advertising and engage in conversations about waxing services.

Strategy & Innovation

With Lumifi Digital’s creative and data-driven approach, we identified a unique opportunity: marketing Brazilian waxing services specifically to men.

Targeted messaging that normalized male grooming, reduced hesitation, and positioned waxing as a self-care essential.

Engaging visuals and compelling ad copy to spark curiosity and encourage action.

Messenger-based ads to drive direct, private conversations and remove the friction of public engagement.
A/B testing to refine the messaging and optimize performance.

Results & Key Wins

Strong Engagement: The campaign reached thousands of men, generating 48 direct conversations from interested potential customers in the first month running.
Cost-Efficient Lead Generation: Each new inquiry was generated at a competitive $4.91 per lead, making it a cost-effective way to bring in high-intent customers.
High Retention: The ad was seen an average of 3 times per person, reinforcing brand awareness and trust.
Growing Demand: More than 100 people clicked through to learn more about the services, validating interest in male waxing.

Takeaways & Next Steps

Market Opportunity Identified: The results confirm a real demand for male waxing services, opening a new revenue stream.
Retargeting Potential: With 48 direct inquiries, follow-up campaigns can turn these leads into loyal customers.
Scalability: Expanding the audience and refining messaging further can drive even stronger results at a lower cost.

Conclusion

This campaign broke industry norms and proved that male grooming is an untapped market worth investing in. By leveraging smart targeting, engaging messaging, and direct customer interaction, Lumifi Digital successfully helped the Brazilian Wax Salon reach new clients, build trust, and create long-term growth opportunities.