Prose achieves a CPIA 65% better than goal

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. 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.

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, 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.

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.