Reelskin

Brand Overview

Reelskin is a premium private-label brand known for its hyper-realistic tattoo practice skins, popular among professionals in the UK. Tattoo artists have praised Reelskin for its realistic feel and durability. Many have noted significant improvements in their skills after incorporating Reelskin into their training regimen, and thus, they feel the 5x higher price range compared to the market average is justified.

As it entered the U.S. market via Amazon, the brand struggled to match its inventory with demand. The founder now wants to focus on strengthening inventory management and therefore prefers to outsource advertising to reliable hands, ensuring the brand’s growth is supported by expert ad management.

In a category flooded with low-cost alternatives, Reelskin, a premium tattoo practice skin brand, cut through the noise with smart keyword precision, upgraded listings, and a full-funnel ad strategy.

Reelskin’s Challenges

Founder Paul Fowler had a clear goal. It was to establish credibility in a crowded U.S. market without sacrificing brand value.

But the results were slow. Ad performance stalled, listings lacked visual trust signals, and total monthly sales barely crossed $13K.

Reelskin’s challenges weren’t due to product quality; it was about perception, positioning, and PPC precision.

We’ll break down each of their roadblocks here:

Price Resistance

With a 1:5 price ratio compared to cheaper alternatives, many shoppers bounced before even considering the value. Conversion rates hovered around 8.9%, and cart abandonments were frequent.

Keyword Inefficiencies

The early PPC strategy leaned heavily on generic keywords like “tattoo skin,” which worked in Reelskin’s early days, when the product type was still novel in the U.S. But now, with awareness grown, these broad terms inflated ACoS to 48%, without driving loyal buyers.

Underpowered Ad Engine

With only 6–7 campaigns running and no Sponsored Brand or Sponsored Display formats in place, Reelskin’s visibility was limited. No automation or negative targeting meant inefficient spend and no way to refine performance based on results.

Weak Listings

The creatives and product detail pages failed to reflect the premium quality. Without showcasing the product’s thickness, texture, or use case, the value proposition was unclear, especially at a higher price point. The main image needed optimization for better CTR on the PPC Ads.

The Impact: From Fragmented Visibility to Profitable Scale

After optimization, Reelskin went through a full transformation, bringing together better ad visibility, stronger listing trust, and sharper audience targeting. This wasn’t just a quick boost; it set the brand up for real, lasting growth.

Here’s how each improvement connects to the progress we made:

Ad Revenue Skyrocketed by ~941%

Before: $2,879.87 → After: $30,000+

This dramatic growth in ad revenue signals two key shifts:

Better traffic quality: SellerApp’s exact-match targeting focused on keywords that professional tattoo artists actually used, eliminating low-intent clicks and boosting ROAS.

Better inventory strategy: With brand-loop targeting and product-tiering (entry-level SKU → premium bundles), Reelskin maximized LTV from both new and returning customers.

This 941% leap was achieved without exponentially increasing ad spend, proving that the strategy wasn’t just aggressive but efficient.

ACoS Dropped from 48% to 35%: Sustainable Profitability at Scale

Lowering ACoS while scaling is a rare feat, especially for high-ticket products with fewer reviews.

Reelskin achieved this by:

• - Removing unqualified traffic via layered negative targeting.
• - Reallocating budget to branded exact-match terms that delivered proven repeat conversions.
• - Automating bid reduction on underperforming keywords.

A 13% point drop in ACoS during a period of 8X ad revenue growth is a clear indicator of advanced bid control, intent-driven targeting, and full-funnel alignment.

Total Sales Jumped 241%: Organic + Paid Synergy

Before: $13,782.15 → After: $47000+

Sales growth wasn’t limited to paid channels. Improvements in listing content and cross-channel exposure lifted Reelskin’s organic sales in parallel with PPC.

This is validated by:

• - Stronger TACoS awareness tracking (SellerApp dashboards)
• - Visibility of hero SKU organic rank is improving due to consistent in-stock advertising and review momentum.

While TACoS did increase to 23.9%, this was a calculated short-term push to dominate impression share and accelerate the brand’s market foothold. The return on that investment is now visible in both daily revenue and customer retention.

The BSR moved from #400 to #36!

Impressions Increased by 1.68M+ (↑1,832%)

From 91,865 → 1,772,997

Introduction of Sponsored Brand, Brand Video, and Sponsored Display campaigns gave Reelskin more “real estate” across Amazon.

Defensive display ads protected branded terms and increased share of voice, preventing competitors from capitalizing on Reelskin’s growing brand awareness.

This explosion in visibility planted the seed for future organic momentum and fueled the top of the funnel without sacrificing efficiency.

Conversion Rate Improved from 8.9% to 10.0%

While a ~1.1% CVR increase may look modest on the surface, in a high-ticket, low-volume category, it’s incredibly meaningful. This improvement directly correlates to:

• - Enhanced listing visuals—clearer representation of texture, size, and use-case relevance
• - Trust-building content—rich infographics, benefit-driven bullet points, and review integration
- Price anchoring—using lower-cost SKUs to warm up shoppers before presenting high-value bundles

In practical terms, this meant more sessions turned into purchases, reducing acquisition cost per customer and enabling better long-term profitability.

Branded Keyword Dominance Drove Repeat Business

Post-SellerApp, repeat buyers began searching directly for "Reelskin" and product-specific variants, evidence that:

• - The brand was now top-of-mind in its niche
• - Paid campaigns were feeding long-term brand recall
• - Customers were intentionally returning for higher-value items (e.g., A4 Pack of 3 vs.)

This shift toward branded queries also made ad placements cheaper (due to higher CTR and quality score), further reinforcing the efficiency gains.

The real impact of SellerApp’s work wasn’t limited to improved ad metrics, it was about orchestrating a systemic flywheel of growth:

Impressions brought awareness, listing optimization turned attention into trust, targeted ads converted that trust into revenue, brand recall and upsells reinforced profitability.

All while protecting margin, scaling visibility, and setting the stage for long-term market leadership in a niche that is both competitive and price-sensitive.