XMA · Case StudyPremium skincare, UAE (ships across GCC and Egypt)
Richie
Built from Zero. Stocked. Selling.
XMA built Richie's entire online presence from scratch, from store to content to paid ads, and found a winning AI-generated UGC video that drove 77 sales and an above-average Meta quality ranking in the brand's first campaign.
Richie arrived with a dermatologist-developed, Dubai-formulated skincare range and no way to sell it. No e-commerce store, no visual identity, no content, no paid presence. The products existed; the brand's entire customer-facing world did not.
Without a credible digital storefront and compelling creative, a science-backed product line risks being invisible in a category crowded with established names. Richie needed everything built at once, and built to a standard that matched the quality of the formulations themselves.
Shopify Store Build
- Purpose
- Give Richie a credible, conversion-ready e-commerce home before a single dirham was spent on ads.
- Execution
- Built the full store from scratch on Shopify: site architecture, full product catalog across serums, creams, sunscreen, and bundles, product copywriting, and checkout flow. Positioned the brand around its core proof points: formulated in Dubai, dermatologically tested, 98.5% natural ingredients.
- Result
- A live, multi-product store shipping across UAE, GCC, and Egypt, recording 116 orders and AED 24K+ in revenue.
Art Direction and Visual Identity
- Purpose
- Establish a premium visual language that earns the brand's 'innovation meets luxury' positioning from the first scroll.
- Execution
- Developed the complete art direction framework: color palette, visual tone, layout principles, and styling approach applied consistently across the store, photography, and all creative outputs.
- Result
- A unified brand aesthetic that runs from the store homepage to ad creatives, reinforcing the brand's premium, science-backed story.
Product Photography and Imagery
- Purpose
- Build a reusable asset library that covers every product across every channel.
- Execution
- Shot the full product range: serums, creams, sunscreen, and bundle configurations. Produced imagery calibrated for the store product pages, social content, and paid ad formats simultaneously.
- Result
- A brand photography library that supports the live store, both Instagram accounts, and the paid creative suite.
80+ Creative Suite
- Purpose
- Generate enough creative volume and format variety to identify a winning angle quickly rather than launching blind.
- Execution
- Produced 80+ individual creatives spanning before-and-after videos, premium product films, social proof formats, bundle visuals, and AI-generated UGC-style videos. Each format was designed to test a distinct angle: results, ingredients, lifestyle, or value.
- Result
- A creative bank large enough to feed the first paid campaign and surface a clear format winner.
Paid Media Management (Meta)
- Purpose
- Turn the creative library into measurable revenue and identify the angle to double down on.
- Execution
- Launched and managed Richie's first Meta paid campaign, running the creative suite against each other to let the data choose the winner. Monitored quality rankings and purchase signals to identify the top performer.
- Result
- The AI-generated UGC-style video for the hero sunscreen won outright: 77 purchases, 55,655 people reached, and an above-average Meta quality ranking. The brand now has a proven format and a proven hero SKU to scale.
See everything we made for Richie
Browse the full library of videos and graphics we produced for them, on Frame.io.
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