One row per tab. The Laura Geller tab on the left (live, scroll inside it), the gold on the right, then your grade and comments. If it would lose side by side, it isn't GOOD.
{{ request }}Danilo Vicioso · danilojvicioso@gmail.com · danilovicioso.com · Sept 2026
Rather than send a résumé I did a weekend of the job.
| Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 | |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Creator videos / week | 0 | 14 | 28 | 42 | 56 | 70 |
| Landing pages live | 1 | 3 | 5 | 7 | 8 | 9 |
| New ads / week | 12 | 12 | 12–20 | 12–20 | 20 | 20 |
| Unique experiments | 2 | 3 | 4 | 5 | 6 | 6 |
Roster is the core variable. Creator video volume follows from it at 7 videos per creator per week. Proposed.
I’d love to chat if this makes sense. Grab a time here.
Danilo
Laura Geller spent decades as a New York makeup artist before she started her brand. Since 2021 its campaigns have featured only women over 40. The formulas are made with mature skin in mind.
$69 is the listed regular price of the Baked Starter Kit (3PC), laurageller.com Best Sellers, 28 Sept 2026. The site often runs extra codes on top. Prices change.
Laura Geller, founder. She worked backstage in New York theater, then ran her own makeup studio on Manhattan's Upper East Side for more than two decades. Today she is the longest-serving beauty ambassador on QVC, and the brand sits under AS Beauty.
laurageller.com/pages/about-us, read 28 Sept 2026.
Powder can settle into lines, and heavy cream can crease. Laura Geller's Baked formulas start as swirls of cream pigment that are baked on terracotta tiles for 24 hours. They're handcrafted in Italy.
The brand's claim: weightless, silky color that “never cakes or creases, even in fine lines.”
“Baked makeup is the one-of-a-kind formula that put us on the map!”LAURAGELLER.COM/PAGES/ABOUT-US, 28 SEPT 2026
Laura Geller's Try Before You Buy: pick up to 4 items and pay $0 today (it's a pre-authorization on your card, not a charge). You get 14 days after delivery, then pay only for what you keep. Returns are free.
From Laura Geller's Try at Home page and Return Policy (laurageller.com, 28 Sept 2026).
Regular prices and on-site ratings, laurageller.com, 28 Sept 2026.
Each line is Laura Geller Beauty's own published wording (about-us, home and returns pages, 28 Sept 2026). The homepage's asterisked “confident and beautiful at every age*” line isn't repeated here because its footnote wasn't found. The “Dermatologist-Approved” badge isn't used either, because the products it covers weren't confirmed.
The $18M and $300M figures come from the trade press (Dealroom.co coverage of AS Beauty), not from Laura Geller Beauty. No launch dates or countdowns, only what has already happened.
Real customers the brand shows on its own site. This page writes no testimonials. Real ratings, with dates, are further down.
Photos published by Laura Geller Beauty on laurageller.com (28 Sept 2026).
Laura Geller Beauty supports charities focused on women's health. The brand lists three commitments:
laurageller.com/pages/about-us, 28 Sept 2026.
Ratings are per product. Laura Geller Beauty doesn't publish one sitewide average, so this page doesn't invent one.
Guides and quizzes linked from laurageller.com's Guide Me menu, 28 Sept 2026.
Concepts only, not live ads. Photography © Laura Geller Beauty, from laurageller.com. Scripts are concepts. Four of the fourteen are meme formats. The third-party templates (Drake, Pikachu, Always Has Been) need their rights cleared before running as paid. Every figure comes from laurageller.com or the Meta Ad Library, 28 Sept 2026.
One number to protect, and the plan to spend more on Meta without it moving: more winning messages, written for specific women, tested on a schedule, and stopped by gates we agree before any money moves.
Cover photos: Laura Geller Beauty, laurageller.com (28 Sept 2026). All figures on this page marked "proposed" are Danilo's plan, not Laura Geller data.
The number is blended CAC on Meta at the spend you want to reach. Everything below either protects it or tests whether we can hold it at a higher spend.
Out of 10 active Laura Geller ads sampled from the Meta Ad Library on 28 Sept, 7 run the same message: “New to baked? We’ve got you covered!” Three of those are creator collabs reading the same script. When one idea carries the spend, all its versions tire out together.
Meta Ad Library, “laura geller”, US, active, read 28 Sept 2026. 10 ads sampled by impressions, Library IDs in sources/ads/ads.md. The Library shows ~990 loose-match results, which is not a clean count of this brand's ads.
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Creative fatigue on “New to baked?” | High | High | Danilo | Best ad CPA +20% over 7 days → rotate |
| Shade-match returns | Med | Med | LG + Danilo | Refund rate on new-customer orders over baseline → push Try at Home |
| Promo depth (up to 60% + codes) | High | Med | LG | New ads tested at full price and at promo, reported apart |
| Q4 auction costs | High | High | Danilo | CPM +30% vs Sept → hold tests, scale only winners |
| QVC / Meta attribution overlap | Med | Med | LG | Holdout region or date split agreed in week one |
| Claim risk (mature skin, derm badge) | Low | High | LG legal | Only approved claim-library lines run |
| Landing page leak | Med | Med | Danilo | Concept LP must beat product page CVR at equal traffic |
Scores are Danilo's read from outside, to be re-scored in week one with your data.
| Line | Value | Status |
|---|---|---|
| First order value | $69 | Proxy: Baked Starter Kit regular price |
| Gross margin | 70% | ASSUMED, replace in week one |
| Refund rate, first orders | 10% | ASSUMED, replace in week one |
| Refund handling fee kept | $4.99 | From the return policy |
| 12-month repeat orders | 0.6 per customer | ASSUMED, replace in week one |
| Week | New ads live | Test budget / ad (proposed) | Creators posting | Your CAC target |
|---|---|---|---|---|
| 1 | 5 | $300 | 0 | Set with you, day one |
| 2 | 6 | $300 | 2 | Set with you, day one |
| 3 | 8 | $300 | 5 | Set with you, day one |
| 4 | 8 | $300 | 5 | Set with you, day one |
| 5 | 8 | $400 | 7 | Set with you, day one |
| 6 | 8 | $400 | 7 | Set with you, day one |
Tests run inside your current budget. Winners replace spend on tired ads. They don't add to it.
At a fixed hit rate, more concepts tested means more winners, and more winners means more spend held at the same CAC. The hit rate below is an assumption until your last six months replace it.
| Concepts tested / month | Hit rate (assumed) | New winners / month | Spend each winner holds (assumed) | Added spend at target CAC |
|---|---|---|---|---|
| 10 | 10% | 1 | $300 / day | $9,000 / month |
| 20 | 10% | 2 | $300 / day | $18,000 / month |
| 32 | 10% | 3.2 | $300 / day | $28,800 / month |
Proposed split. It shifts toward scaling as the winners prove out, and toward testing when fatigue shows.
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| TikTok (paid) | Meta CAC holds for 30 days at 1.5× spend | Same creative supply problem, a younger audience skew |
| YouTube | A creator long-form ad beats the 3:10 Cult Classics ad | The long-form format already exists on Meta |
| Amazon / retail media | Retail partners confirmed | Retail footprint not confirmed on-site |
| QVC tie-ins | Attribution split agreed | QVC is the core channel. Don't compete with it. |
A customer who comes in through Try at Home pays nothing on day one and pays on day 14 or later for what she keeps. So cash comes back later than the order date suggests. Payback has to be measured from first charge, not first click.
Try at Home and returns terms from laurageller.com (28 Sept 2026). The repeat rate is assumed.
| Day | Keep going if (proposed) | Stop or change if |
|---|---|---|
| 14 | At least 1 new ad is holding spend at target CAC | No new ad beats the control at equal spend |
| 30 | 2+ new winners, creator cost per 1,000 views $5 or better | Neither, so everything stops and nothing renews |
| 60 | Winners hold 14 days, roster at 7 | CAC up more than 10% at the higher spend |
| 90 | Spend up at the same CAC, roster at 10 | Pay back not visible in first-charge cohorts |
| Piece | Exists today | Missing | Forced order |
|---|---|---|---|
| Creative | A few strong hooks, running at volume | Message variety | 1st |
| Creators | 3+ collab creators | A roster on its own accounts | 2nd |
| Landing pages | Product pages, Try at Home | Concept pages per message | 3rd |
| Reporting | Ad Library-level only (from outside) | Per-ad CAC, weekly | Week 1 |
| Figure | Source | Type |
|---|---|---|
| 7 of 10 sampled ads run “New to baked?” | Meta Ad Library, 28 Sept 2026 | Fact |
| $69 Baked Starter Kit · $59 Cult Classics · $99 Complete Baked | laurageller.com Best Sellers | Fact |
| 75,831 reviews · 4.0 (Baked Starter Kit) | laurageller.com/pages/reviews | Fact |
| $4.99 refund fee · 30-day returns · free exchanges | laurageller.com/pages/returns | Fact |
| Try at Home: $0 today, 14 days, up to 4 items | laurageller.com | Fact |
| 70% margin · 10% refunds · 0.6 repeats · 10% hit rate | Placeholders | Assumed |
| 5→10 creators · $500–1,500 bands · $5,500 / $15,000 caps | Danilo | Proposed |
| 100M+ organic views a month (Tabs) | Danilo's track record | As stated |
Week one: the blind-pick test on your past ads, and the first 5 new ads live against your best “New to baked?” ad. By day 30 you have a keep-or-stop call on the numbers.
Ten creators, added two a week, posting to dedicated Laura Geller accounts from briefs we write. At most $15,000 a month fully loaded. All numbers on this page are proposed.
Photo wall: Laura Geller Beauty's own photography, laurageller.com (28 Sept 2026).
All numbers proposed by Danilo. None are Laura Geller figures.
Same playbook, different category: I built and ran the creator engine at Tabs. The numbers below are organic reach across TikTok, Instagram and YouTube, not paid impressions.
My work for Tabs: many creator accounts posting about one brand act like a wall of organic search results.
Real posts from the Tabs roster. Most videos get a few hundred views; a few break out, and the average is carried by hit rate. That’s why volume is the strategy.
Illustrative. One channel for everything: briefs out Monday, questions answered in threads, every post reviewed inside a day, the numbers every week. Creators join through Slack Connect.
PROGRAMS RUNNING THIS MODELSource: Social Growth Engineers, “The Ultimate TikTok Ambassador Marketing Guide” (June 2025).
TikTok and Instagram to start. A hook in the first two seconds, shot on a phone in a real bathroom mirror, nothing that looks like an ad. Below: two clips in the format and two of the Tabs creator accounts, running as themselves.
“Check your bathroom cabinet…”
“You see those ice cubes in your freezer?”For Laura Geller the format stays; the content changes. The hook is a real face in daylight, and every skin claim comes off the approved claims sheet.
Converting: a Laura Geller ad still running 30+ days or in several versions, so it’s likely paying back. Viral: organic makeup posts well above that account's usual. We take the viral hook and the converting ending. Ad data from the Meta Ad Library, 28 Sept 2026.
Ads: Meta Ad Library for “laura geller,” US, active, 28 Sept 2026. Screenshots couldn't be saved (Meta returned 403). Days running counted to 28 Sept 2026.
Skin claims are the whole risk. The homepage's asterisked “confident and beautiful at every age*” line has no footnote we could find, and the Dermatologist-Approved badge isn't tied to specific products. So creators work from approved lines, not instinct.
Reviews: laurageller.com/pages/reviews, 28 Sept 2026. Benchmark programs also ask for one demo video before any offer, and pay weekly so a weak start can be dropped fast.
The three wine-edged tiles already run paid Laura Geller collabs. They're the proof the format works, and the first calls. The rest are over-40 and mature-skin creators, ordered by how well their reach is confirmed. The paid roster is recruited from smaller accounts in the same lane, and every name still goes through the five filters and a conflict check.
Retainer pay for monthly production: 7 videos per creator per week, about 30 a month. Nobody clears $1,500, so ten creators cost at most $15,000 a month fully loaded. That’s the number every other line here is judged against.
All pay levels proposed by Danilo, from the Tabs program and the benchmark guide.
Target: $1 per 1,000 organic views. Move the inputs and the math updates.
Estimate only: views = videos × median, breakouts at 10× the median, viral videos at 750K (the guide puts viral at 500K–1M views, for about 0.5% of videos).
| TOPIC | THIS PLAN | BENCHMARK |
|---|---|---|
| Volume for the money | 7 videos a week for $500–1,500 | About 2 a day (14 a week) for $500–1,000. SUSH: 3 a week for $500. |
| Bonus | 2 thresholds: 100K and 1M views | A ladder at 5K, 20K, 50K, 100K, 250K, 500K, 1M and 10M views |
| Roster size | 10 creators, +2 a week | 16–20+ ambassadors (CoupleJoy, Cheaterbuster) |
| Accounts | Dedicated Laura Geller accounts | Dedicated brand-named accounts |
Benchmarks: Social Growth Engineers ambassador-program guide (June 2025).
Ten creators, added two a week: enough faces to cover the personas, and enough volume that hook performance reads week over week instead of anecdotally.
One sheet, every creator on it, sorted by cost per 1,000 views. Keep, watch or replace is decided from the numbers, not from how a video felt.
| # | CREATOR | BAND | POSTS | MEDIAN | BEST | CPM | BONUS | STATUS |
|---|---|---|---|---|---|---|---|---|
| 1 | Creator 01 | US · prem | 28 | 2.4K | 3.1M | $0.40 | $700 | Keep |
| 2 | Creator 02 | US · std | 28 | 1.8K | 1.2M | $0.75 | $50 | Keep |
| 3 | Creator 03 | Intl · cam | 27 | 1.2K | 640K | $0.95 | — | Keep |
| 4 | Creator 04 | Intl · faceless | 40 | 900 | 31K | $1.30 | — | Watch |
| 5 | Creator 05 | US · std | 21 | 310 | 4.2K | $4.10 | — | Replace |
Illustrative numbers. Daily: views and activation. Weekly: what we learned. Monthly: cohort payback.
