We found the fix in the account's own data.

One product, the Body Butter, indexed consistently above every other line in the catalogue. So we stopped selling the portfolio and started selling one thing, repeatedly, until the brand earned the right to sell the rest. Every other decision followed from that: the copy moved from adjective-heavy heritage language to specific, numeric claims — twelve hours of hydration, not "deeply moisturising" — because a scroller believes a number faster than an adjective. The visual identity split away from the heritage-Ayurveda lane entirely, into something floral and modern, so the brand stopped fighting established players on their own turf.

Underneath all of it sat one operating belief: on Meta today, the creative carries the targeting, not the audience settings. Interest stacks don't find buyers anymore — specific, relatable creative does. So the persona lived inside the ad itself, not the ad set, and every campaign ran open.