--- title: "Influencer Marketing for Personal Care Brands | Ad Specialist" description: "Duschbrocken: 3,877 new customers via YouTube, cost per new customer down from €38 to €25. How creators become profitable for personal care D2C brands." canonical: https://www.adspecialist.de/en/branchen/koerperpflege/ --- # Influencer Marketing for Personal Care Brands | Ad Specialist > Duschbrocken: 3,877 new customers via YouTube, cost per new customer down from €38 to €25. How creators become profitable for personal care D2C brands. Kanonische URL: https://www.adspecialist.de/en/branchen/koerperpflege/ ## Influencer marketing for personal care brands New customers on a small basket With a basket around €30, every euro of cost per new customer counts. For Duschbrocken we turned YouTube into a new-customer channel: 3,877 new customers, cost per new customer down from €38 to €25. ## Personal care with creators In real numbers From 14 months of YouTube influencer marketing for Duschbrocken. Cost per new customer fell from €38 in testing to €25, and the channel brings about a fifth of all the brand's new customers. - New customers - Cost per new customer - New-customer share - Share of all new customers ## Small basket No room for expensive tests With a net basket of €30 to €33, a new customer must not cost much. Duschbrocken had three years of falling new-customer numbers, Meta and Google were saturated and an earlier Instagram attempt had failed. ## What works for personal care Three learnings from the Duschbrocken case From 14 months of YouTube for Duschbrocken. How a small basket still becomes profitable. - **YouTube because of the long tail**: An Instagram post is gone after 24 hours, a YouTube video still sells weeks later. With a basket around €30, exactly this long tail decides whether a placement becomes profitable. In testing, cost per new customer ranged from €20 to €117 depending on the month, €38 on average. In the first half of 2025 it was €25. - **An offer instead of a discount code**: A discount code is not a buying incentive but a price cut. For the travel community, the starter set with five free minis was real added value. That changed conversion noticeably. The first step ran with around 25 creators, focused on the travel vertical. - **Discovery phase instead of burning budget**: In the first six months we deliberately spent only about a third of the agreed budget to find niche, messaging and offer. Because of the unusually high new-customer rate we kept going despite high starting values. Today the channel brings about a fifth of all the brand's new customers. ## Solid shower care Explained on YouTube A clip from the Duschbrocken collaboration on YouTube: the video stays visible and keeps selling for weeks. ## Don't ask us Ask our clients ## Our *case studies* Real results from our campaigns, personal care first. ## What could creators do for your personal care brand? ## Our influencer scaling system Three connected drivers of growth Influencer marketing strengthens the middle of the funnel. Partnership Ads drive the lower funnel. TikTok Shop adds revenue and awareness. - **Influencer marketing**: Bring your influencer and affiliate programmes together. We replace fragmented workflows with real creator relationships and clear business impact. Booking decisions draw on conversion data from over 20,000 campaigns. In IDA, every code and order shows you who drives sales and who only drives views. - **Meta Ads Suite**: Fight creative fatigue on Meta with fresh creator content, amplified through Partnership Ads. We test hooks and move budget towards the assets with the best CAC. Usage rights are agreed when booking, so a winning video does not have to stop after 30 days. - **TikTok Shop**: Turn TikTok Shop complexity into growth. We manage affiliate operations so manual work does not become the bottleneck. Creators with a sales record receive samples; winning videos get Spark Ads support. After a 90-day test, revenue and contribution margin tell you whether the channel earns its place. ## Also a fit for you YouTube as a new-customer channel, and good videos keep running as partnership ads. - YouTube influencer marketing - Partnership Ads ## Your questions about personal care Answered honestly - **Does influencer marketing pay off on a small basket?**: Yes, if the channel has a long tail. For Duschbrocken, with a basket around €30, YouTube worked because a video keeps selling for weeks. Cost per new customer fell from €38 in testing to €25. - **Which creators fit personal care brands?**: For Duschbrocken the focus was the travel vertical, because solid shower care does not leak in your luggage. The first step ran with around 25 German-speaking YouTube creators; then we rebooked the strongest and tested new ones in parallel. - **Why YouTube and not Instagram?**: An Instagram post is gone after 24 hours, a YouTube video stays visible. An earlier Instagram attempt by Duschbrocken had failed; on YouTube more than 75 percent of buyers were new customers. - **How fast does cost per new customer fall?**: Not from the first booking. For Duschbrocken it ranged from €20 to €117 per month in testing. That is why we start with a discovery phase and part of the budget before scaling. - **From what budget does it pay off?**: Typically online shops from around €1m annual revenue that plan €5,000 to €10,000 a month for creators, YouTube from €10,000. We calculate the exact frame from your goals in the potential analysis. ## More *industries* What creators delivered in other industries, with real cases. - **Food brands**: New customers instead of repeat buyers: 1,445 orders at a €5 CAC in HelloFresh's top placement, 84% new customers via YouTube for Oatsome. - **Home & living**: Trust for big baskets: 7.7x ROAS and €291,414 net revenue in Emma's top placement. - **Hobby & toys**: Communities not reach: €156,000 revenue from one placement for BlueBrixx, 4,302 orders from one placement for MagicHolz. ## No time for a call? Tell us a little about your business Tell us what you sell, where you are today and what you want to achieve with creators. We will review your store and email you an initial assessment.