HasaanaDigital Marketing Proposal
A strategic pilot program to test channels, build brand awareness, and drive growth for natural skincare excellence
Monthly Budget
₹1,00,000
Expected ROAS
2.0x - 3.0x
Duration
90 Days
Prepared by
Aximz Technologies LLP
Premium Digital Marketing & Brand Development Agency
About Us
Aximz Technologies LLP
Your trusted partner in branding, website development, e-commerce solutions, and digital marketing
Who We Are
Aximz Technologies LLP specializes in building and scaling D2C beauty and wellness brands through strategic digital marketing, creative storytelling, and performance-driven campaigns.
We combine data-driven strategy with creative excellence to deliver measurable results for brands that want to make an impact in the digital space.
Since 2012
Years of Excellence
650+
Projects Delivered
50+
Active Clients
45+
Professionals
Branding & Strategy
Creating distinctive brand identities that resonate with your target audience and stand out in competitive markets.
Website & E-commerce
Building high-converting websites and e-commerce platforms that deliver exceptional user experiences.
Digital Marketing
Performance-driven campaigns that generate measurable ROI through strategic channel optimization.
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Ready to discuss your digital marketing needs? Get in touch with our team today.
Brand Overview
Hasaana
Natural skincare excellence through ingredient transparency and gentle formulations
The Natural Beauty Revolution
Hasaana is a natural skincare brand committed to clean beauty, ingredient transparency, and gentle formulations that honor both your skin and nature.
Visit hasaana.comProduct Range
Brand Philosophy
Hasaana believes in the power of nature – creating products that are safe, effective, and honest. Every formulation is crafted with carefully selected natural ingredients, free from harmful chemicals, parabens, and synthetic fragrances.
Market Opportunity
The Indian natural beauty market is growing at 18% CAGR, driven by conscious consumers seeking clean, sustainable, and transparent skincare solutions.
Hasaana is positioned to capture this growing segment.
Pilot Marketing Objectives
90-Day Goals
Testing, Learning, and Scaling – A strategic approach to validate channels and identify growth opportunities
Brand Awareness
- Reach 500K+ potential customers across digital platforms
- Build brand recognition in natural skincare category
- Establish Hasaana as a trusted clean beauty brand
Website Traffic Growth
- Drive 15,000–20,000 qualified visitors to hasaana.com
- Achieve 2–3% website conversion rate
- Reduce bounce rate through optimized landing experiences
Customer Acquisition
- Acquire 300–450 new customers during pilot phase
- Test customer acquisition cost (CAC) across channels
- Build initial customer database for retention marketing
Revenue Generation
- Generate ₹6,00,000–₹9,00,000 in revenue (2–3x ROAS target)
- Achieve average order value (AOV) of ₹1,200–₹1,500
- Test product bundles and upsell strategies
Channel Validation
- Identify top 2–3 performing marketing channels
- Understand audience behavior and preferences
- Create data-driven scaling roadmap for Month 4+
The Goal
This 3-month pilot program is designed to test marketing channels, validate messaging, and identify scalable growth opportunities within a controlled budget – setting the foundation for sustainable long-term growth.
Target Audience Insights
Understanding the Hasaana Customer
Conscious beauty enthusiasts seeking natural, transparent, and effective skincare solutions
Demographics
Age
18–40 years
Gender
Primarily women (75%), men interested in grooming (25%)
Location
Metro & Tier-1 cities (Mumbai, Delhi, Bangalore, Hyderabad, Pune, Chennai)
Income
₹4L–₹15L annual household income
Education
College graduates, working professionals
Psychographics
- Health-conscious and wellness-focused lifestyle
- Prefer natural, organic, and sustainable products
- Research ingredients before purchasing
- Active on Instagram, YouTube, and beauty communities
- Influenced by skincare education and ingredient transparency
- Willing to pay premium for quality and safety
Digital Behavior
- Spend 3–4 hours daily on social media
- Follow beauty influencers and skincare educators
- Watch product reviews and routine videos on YouTube/Instagram
- Shop online, prefer D2C brands with authentic stories
- Engage with educational content about skincare science
Pain Points
- Confusion about ingredient safety
- Skin sensitivity to chemical products
- Lack of trust in mass-market brands
- Difficulty finding truly natural products
- Need for personalized skincare guidance
Competitor Snapshot
Competitive Landscape Analysis
Understanding the market to identify Hasaana's unique positioning opportunity
| Brand | Price Range | Positioning | Strengths | Gaps Hasaana Can Fill |
|---|---|---|---|---|
| Mamaearth | ₹300–₹800 | Toxin-free, family-focused | Strong distribution, celebrity backing | Less premium, mass-market feel |
| Juicy Chemistry | ₹800–₹2,500 | Luxury organic, certified | Premium quality, ingredient focus | High price point, limited accessibility |
| Forest Essentials | ₹1,200–₹5,000 | Ayurvedic luxury | Heritage, premium positioning | Very expensive, traditional aesthetic |
| Khadi Natural | ₹150–₹500 | Affordable natural | Wide availability, budget-friendly | Inconsistent quality perception |
| Hasaana | ₹400–₹1,200 | Clean, honest, accessible natural beauty | Ingredient transparency, gentle formulations, premium-yet-accessible pricing | Opportunity to own the "trustworthy natural" space |
Balanced Pricing
Premium quality without luxury markup – positioned between mass market and high-end luxury
Ingredient Storytelling
Deep transparency and education about every ingredient – building trust through knowledge
Authentic Voice
No celebrity gimmicks – genuine brand voice focused on gentle, effective formulations
Brand Positioning
Hasaana's Unique Market Position
Hasaana is the trusted natural skincare brand for conscious consumers who seek ingredient transparency, gentle effectiveness, and honest beauty solutions – without compromising on quality or accessibility.
Ingredient Transparency
- Every ingredient listed and explained
- No hidden chemicals or fillers
- Educational approach to formulation
Gentle Effectiveness
- Formulated for sensitive skin
- Natural doesn't mean less effective
- Proven results through clean ingredients
Honest Communication
- No false claims or marketing gimmicks
- Realistic expectations and education
- Building trust through authenticity
Accessible Premium
- Quality natural products at fair prices
- Premium experience without luxury markup
- Making clean beauty accessible to more people
Brand Promise
"Nature's best, honestly delivered to your skin."
Brand Tone & Messaging
How Hasaana Speaks
Authentic, educational, and trustworthy communication that builds lasting relationships
Natural & Authentic
Speak like a knowledgeable friend, not a salesperson
Educational & Empowering
Help customers understand their skin and ingredients
Calm & Reassuring
Create trust through gentle, confident communication
Honest & Transparent
Never oversell, always under-promise and over-deliver
Warm & Approachable
Premium quality with friendly accessibility
Informative & Clear
Simplify complex skincare science for everyone
Hero Message
"Your skin deserves the truth. Natural ingredients, honest formulations, real results."
Know what touches your skin
Gentle by nature, effective by design
Clean beauty, clear conscience
Ingredients you can pronounce, results you can see
Nature's wisdom, modern science
Design Language
Visual Identity & Aesthetic Direction
Creating a cohesive visual language that reflects Hasaana's natural, premium, and trustworthy brand essence
Color Palette
Primary Colors
Soft Sage Green
Natural, calming, trustworthy
Warm Cream
Gentle, organic, premium
Earthy Terracotta
Warmth, authenticity
Accent Colors
Botanical Green
Fresh, natural
Soft Blush Pink
Gentle, feminine
Deep Forest
Depth, luxury
Design Principles
- Minimal & Clean – Let products and ingredients shine
- Natural & Organic – Reflect brand values visually
- Premium & Accessible – Quality without pretension
- Educational & Clear – Information hierarchy that guides
Photography Direction
- Natural lighting with soft shadows
- Botanical and ingredient close-ups
- Lifestyle shots in natural settings
- Minimal styling with organic textures
- Diverse skin tones and real people
Graphic Elements
- Hand-drawn botanical illustrations
- Ingredient callouts and labels
- Clean typography with serif accents
- Organic shapes and flowing lines
- Minimal, breathing layouts
Product Photography
- Clean white or natural backgrounds
- Ingredient props (herbs, flowers, oils)
- Texture and detail shots
- Lifestyle context images
- Before/after documentation
Social Media Strategy
Building Community & Engagement
Strategic content across key platforms to build brand awareness and drive conversions
Content Mix
60% Reels, 30% Posts, 10% Stories
Frequency
4–5 Reels/week, 2–3 Posts/week, Daily Stories
Strategy
Educational content, product demonstrations, ingredient spotlights, customer testimonials
Content Mix
Shared Instagram content + longer-form educational posts
Frequency
3–4 posts/week
Strategy
Community building, customer service, detailed product information
YouTube Shorts
Content Mix
Repurposed Instagram Reels + exclusive skincare tutorials
Frequency
3–4 Shorts/week
Strategy
Skincare education, routine videos, ingredient deep-dives
Content Pillars
Ingredient Education
- "Know Your Ingredients" series
- Ingredient benefits and science
- Natural vs. synthetic comparisons
- Formulation transparency
Skincare Routines
- Morning/evening routines
- Seasonal skincare tips
- Product layering guides
- Skin type-specific advice
Product Demonstrations
- How-to-use videos
- Texture and application showcases
- Product comparisons
- Unboxing and first impressions
Lifestyle & Wellness
- Holistic beauty approach
- Self-care rituals
- Wellness tips
- Sustainable living
Testimonials & UGC
- Customer reviews and results
- Before/after transformations
- User-generated content features
- Community spotlights
Monthly Content Plan
Structured Content Calendar
Consistent, strategic content delivery to build engagement and drive conversions
Monthly Content Output
| Content Type | Qty / Month |
|---|---|
Live Shoot Reels (Outdoor) | 4 |
Personal Brand / UGC Reels (Indoor) | 4 |
AI Reels | 4 |
Static Graphic Posts | 6 |
Informational Carousels | 3 |
General Updates / Reviews | 3 |
Celebratory Content (Reel/Graphic) | Flexible |
Stories (24 reposts + 6 creatives) | 30 |
Podcast (Reel / YouTube) | On-Demand |
| Total Monthly Deliverables | 30+ |
Weekly Content Rhythm
Monday
Ingredient Education Reel + Story Series
Tuesday
Product Demonstration Post + Engagement Story
Wednesday
Skincare Routine Reel + Tips Story
Thursday
Customer Testimonial Post + UGC Feature
Friday
Lifestyle/Wellness Reel + Weekend Ritual Story
Saturday
Product Showcase Post + Interactive Story
Sunday
Educational Carousel + Community Q&A Story
Content Themes by Week
Week 1
Focus on hero products and bestsellers
Week 2
Deep-dive into key ingredients
Week 3
Customer stories and testimonials
Week 4
Seasonal skincare and wellness tips
Engagement Tactics
- Interactive polls and quizzes in Stories
- "Ask me anything" sessions about skincare
- User-generated content campaigns
- Ingredient guessing games
- Skincare myth-busting series
Influencer Pilot Strategy
Micro-Influencer Collaboration Program
Authentic partnerships with engaged creators in skincare and wellness niches
Influencer Selection Criteria
Follower Range
10K–100K (sweet spot: 20K–50K)
Engagement Rate
Minimum 3–5%
Content Quality
High-quality, educational, authentic
Audience Alignment
Skincare enthusiasts, natural beauty advocates
Values Match
Sustainability, transparency, wellness-focused
Monthly Influencer Plan
Month 1
3–4 micro-influencers (seeding + content creation)
Month 2
4–5 micro-influencers (scale successful partnerships)
Month 3
5–6 micro-influencers (focus on best performers)
Expected Deliverables
Per influencer collaboration:
- 2–3 Instagram Reels
- 1–2 Instagram Posts
- 5–7 Instagram Stories
- Authentic product integration in content
Product Review & Integration
- Send curated product sets
- Honest review Reels/posts
- Skincare routine integration
- Ingredient education focus
Educational Content Partnership
- Ingredient spotlight collaborations
- Skincare myth-busting videos
- Before/after documentation (30-day trials)
- Q&A sessions about natural skincare
Giveaway Campaigns
- Co-hosted giveaways to grow reach
- Product bundle prizes
- Engagement-driven campaigns
- Cross-promotion opportunities
Budget Allocation
₹15,000 / month
₹3,000–₹5,000 per influencer collaboration
Note:
Influencer fees vary based on follower count, engagement rate, and deliverables. Some collaborations may be product-only for smaller creators.
Performance Marketing Strategy
Paid Advertising Framework
Strategic paid campaigns across Meta and Google to drive awareness, traffic, and conversions
Meta Ads
₹60,000/monthCampaign Structure
Awareness Campaigns
30%- Reach and brand awareness objectives
- Video views and engagement
- Broad audience targeting
Traffic Campaigns
30%- Drive qualified traffic to website
- Landing page views optimization
- Lookalike audiences
Conversion Campaigns
40%- Purchase optimization
- Retargeting website visitors
- Cart abandoners targeting
Audience Targeting
- Interest-Based: Natural skincare, organic beauty, wellness, yoga
- Behavioral: Online shoppers, beauty product purchasers
- Lookalike: Based on website visitors and customers
- Retargeting: Website visitors, cart abandoners, engaged users
Google Ads
₹15,000/monthCampaign Types
Search Campaigns
70%- Brand keywords: "Hasaana", "Hasaana skincare"
- Product keywords: "natural face wash", "organic shampoo"
- Competitor keywords: Alternative brands
- Problem-solution: "sensitive skin products"
Shopping Campaigns
30%- Product feed optimization
- High-margin product focus
- Seasonal product promotions
Retargeting Strategy
- Website visitors who didn't purchase (7, 14, 30-day windows)
- Cart abandonment targeting with special offers
- Social content engagers who didn't visit website
- Past customers with complementary products
Creative Testing Framework
- Test 3–4 ad variations per campaign
- A/B test: Headlines, visuals, CTAs, offers
- Rotate creatives every 7–10 days
- Scale winning combinations
Monthly Marketing Budget
₹1,00,000 Monthly Investment Allocation
Strategic budget distribution across high-impact channels for maximum ROI
Meta Ads
₹70,000
70%
Google Ads
₹30,000
30%
| Channel/Activity | Monthly Budget | Purpose & Expected Output |
|---|---|---|
| Meta Ads (Instagram & Facebook) | ₹70,000 | Primary performance channel – awareness, traffic, conversions |
| Google Ads (Search & Shopping) | ₹30,000 | Intent-based targeting – capture high-intent searches |
| TOTAL MARKETING SPEND | ₹1,00,000 | Integrated multi-channel approach |
Important Note on Influencer Costs
Influencer collaboration costs are excluded from the marketing budget as they vary depending on the influencer selected each month. Influencer fees will be discussed and agreed upon separately based on creator profile, follower count, engagement rate, and deliverables.
Expected Pilot Benchmarks
Performance Metrics & Targets
Data-driven targets based on industry benchmarks and beauty e-commerce standards
Meta Ads Benchmarks
| Metric | Target Range | Industry |
|---|---|---|
| CPM (Cost per 1000 Impressions) | ₹80–₹150 | ₹100–₹200 |
| CPC (Cost per Click) | ₹8–₹15 | ₹10–₹20 |
| CTR (Click-Through Rate) | 1.5%–2.5% | 1%–2% |
| CPA (Cost per Acquisition) | ₹200–₹350 | ₹250–₹400 |
| Conversion Rate | 2%–3% | 1.5%–2.5% |
| ROAS (Return on Ad Spend) | 2.0x–3.0x | 1.5x–2.5x |
Google Ads Benchmarks
| Metric | Target Range | Industry |
|---|---|---|
| CPC (Cost per Click) | ₹12–₹25 | ₹15–₹30 |
| CTR (Click-Through Rate) | 3%–5% | 2%–4% |
| Conversion Rate | 2.5%–4% | 2%–3.5% |
| CPA (Cost per Acquisition) | ₹180–₹300 | ₹200–₹350 |
Overall Pilot Targets (3 Months)
Total Ad Spend
₹2,25,000
(₹60K Meta + ₹15K Google × 3 months)
Expected Customers
300–450
new customers
Average Order Value
₹1,200–₹1,500
per order
Expected Revenue
₹6,00,000–₹9,00,000
total revenue
Target ROAS
2.0x–3.0x
return on ad spend
Website Traffic
15,000–20,000
visitors
Email List Growth
1,500–2,500
subscribers
Influencer Campaign Benchmarks
Reach per Collaboration
15K–50K
impressions
Engagement Rate
3%–5%
average
Traffic from Influencers
500–800
clicks/month
Influencer-Driven Sales
30–50
orders/month
Website Conversion Optimization
Maximizing Website Performance
Strategic optimizations to convert visitors into customers
Homepage Optimization
Hero Section
- Clear brand promise and value proposition
- High-quality lifestyle imagery with products
- Prominent CTA: "Shop Natural Skincare"
- Trust indicators: "100% Natural | Chemical-Free"
Product Storytelling
- Featured product collections with ingredient highlights
- "Why Hasaana?" section explaining brand philosophy
- Ingredient transparency showcase
Social Proof
- Customer review carousel
- Instagram feed integration
- Real customer before/after photos
Product Page Optimization
Visual Hierarchy
- Multiple high-quality product images
- Ingredient close-ups and texture shots
- Lifestyle context images
- Video demonstrations
Information Architecture
- Clear product benefits (bullet points)
- Complete ingredient list with explanations
- How to use instructions
- Suitable for skin types
Trust & Conversion Elements
- Customer reviews and ratings
- "Free shipping over ₹500" messaging
- "30-day satisfaction guarantee"
- Secure payment badges
Product Bundles
"Complete Skincare Routine" sets at discounted prices to increase AOV
First-Time Buyer Offer
10% off first order with email signup to capture leads
Exit-Intent Popup
Capture emails before visitors leave with special offer
Live Chat Support
Answer questions in real-time to reduce purchase hesitation
Size Guides
Help customers choose right product sizes and quantities
Ingredient Glossary
Educational popup explaining key ingredients and benefits
Mobile Optimization
Fast Loading
Under 3 seconds
Thumb-Friendly
Easy navigation
Simple Checkout
Minimal steps
Easy-to-Tap
Large buttons
Agency Management Fee
Aximz Technologies Service Investment
Comprehensive full-service digital marketing management
Monthly Agency Fee
₹70,000
| Service Component | Monthly Fee | Scope of Work |
|---|---|---|
| Digital Strategy & Planning | ₹15,000 | Monthly strategy development, competitor analysis, performance reporting, optimization recommendations |
| Social Media Management | ₹15,000 | Content calendar planning, copywriting, community management, engagement monitoring, analytics reporting |
| Performance Marketing Management | ₹18,000 | Campaign setup & optimization, ad creative testing, audience targeting, budget management, conversion tracking, monthly performance reports |
| Content Planning & Creative Direction | ₹10,000 | Content strategy, creative briefs, shoot planning, brand consistency oversight, asset organization |
| Production Support | ₹12,000 | 2 shoot days per month (4–6 hours each), on-location direction, basic editing support, asset delivery |
| TOTAL MONTHLY FEE | ₹70,000 | Full-service digital marketing management |
Additional Production Days
₹8,000 per day
Shoot day cost excludes travel expenses and other allowances. Additional days can be booked as needed beyond the 2 included shoot days per month.
What's Included
What's NOT Included
Separate Costs:
- Marketing ad spend (₹1,00,000/month – paid directly to platforms)
- Influencer fees (billed separately based on influencer selection)
- Additional shoot days beyond 2/month (₹8,000/day, excl. travel & allowances)
- Website development or major technical changes
- Paid tools and software subscriptions
Payment Terms
Monthly Retainer
Billed at the beginning of each month
3-Month Pilot
Commitment period
30-Day Notice
For contract changes post-pilot
3-Month Pilot Roadmap
Phased Approach to Testing & Scaling
Strategic month-by-month execution plan to validate channels and build momentum
Month 1: Foundation & Testing
Focus: Setup, Testing, Learning
Weeks 1–2
- Brand audit and competitive analysis
- Audience research and persona development
- Content strategy and calendar creation
- Social media profile optimization
- Website conversion audit and quick wins
- Ad account setup and pixel installation
- Influencer outreach and onboarding
Weeks 3–4
- First content production shoot
- Launch social media content calendar
- Launch Meta awareness campaigns (3–4 ad sets)
- Launch Google Search campaigns
- Begin influencer collaborations (3 creators)
- Email welcome series setup
- Weekly performance monitoring
Expected Month 1 Results
Website Visitors
3,000–5,000
New Customers
80–120
Revenue
₹1.5L–₹2L
ROAS
1.5x–2.0x
Month 2: Optimization & Refinement
Focus: Scale What Works, Cut What Doesn't
Weeks 5–6
- Analyze Month 1 performance data
- Identify winning ad creatives and audiences
- Pause underperforming campaigns
- Increase budget on high-performing ad sets
- Second content production shoot
- Scale influencer partnerships (4–5 creators)
- Launch retargeting campaigns
Weeks 7–8
- Refine messaging based on customer feedback
- A/B test new ad variations
- Optimize product pages based on behavior data
- Launch abandoned cart email sequence
- Introduce product bundles and offers
- Expand Google Shopping campaigns
- Community engagement initiatives
Expected Month 2 Results
Website Visitors
5,000–7,000
New Customers
100–150
Revenue
₹2L–₹3L
ROAS
2.0x–2.5x
Repeat Rate
10–15%
Month 3: Scaling Signals
Focus: Identify Scalable Channels & Prepare for Growth
Weeks 9–10
- Double down on best-performing channels
- Increase ad spend on winning campaigns (if ROAS supports)
- Launch lookalike audiences from customer data
- Third content production shoot
- Scale top-performing influencer partnerships (5–6 creators)
- Launch post-purchase email nurture sequence
- Test WhatsApp marketing campaigns
Weeks 11–12
- Comprehensive 3-month performance analysis
- Customer feedback and satisfaction survey
- Identify top-selling products and categories
- Calculate true customer acquisition cost (CAC) and lifetime value (LTV)
- Develop Month 4+ scaling strategy
- Present findings and recommendations
- Plan Q2 marketing roadmap
Expected Month 3 Results
Website Visitors
7,000–10,000
New Customers
120–180
Revenue
₹2.5L–₹4L
ROAS
2.5x–3.0x
Repeat Rate
15–20%
3-Month Cumulative Targets
Total Website Visitors
15K–20K
New Customers Acquired
300–450
Total Revenue Generated
₹6L–₹9L
Overall ROAS
2.0x–3.0x
Investment Summary
Complete 3-Month Pilot Investment
Transparent breakdown of total investment and expected returns
Monthly Breakdown
Marketing Ad Spend
₹1,00,000
Agency Management Fee
₹70,000
Total Monthly Investment
₹1,70,000
3-Month Total
Marketing Ad Spend
₹3,00,000
₹1,00,000 × 3 months
Agency Management Fee
₹2,10,000
₹70,000 × 3 months
Total 3-Month Investment
₹5,10,000
Expected Return
| Metric | Conservative | Optimistic |
|---|---|---|
| Revenue Generated | ₹6,00,000 | ₹9,00,000 |
| Net Profit (30% margin) | ₹1,80,000 | ₹2,70,000 |
| ROI on Total Investment | 18% | 53% |
| ROAS on Ad Spend | 2.0x | 3.0x |
Validated Channels
Proven marketing channels with performance data
Customer Database
300–450 new customers ready for retention marketing
Scaling Roadmap
Data-driven plan for sustainable growth
Next Steps
Let's Begin Your Growth Journey
Ready to transform Hasaana's digital presence? Here's how we get started
Proposal Review & Discussion
- Schedule a detailed walkthrough call
- Address any questions or concerns
- Customize approach based on your feedback
Agreement & Onboarding
- Sign service agreement
- Provide brand assets and access
- Complete onboarding questionnaire
- Set up communication channels
Kickoff & Launch
- Week 1: Strategy session and planning
- Week 2: Content production and campaign setup
- Week 3: Launch campaigns and content
- Week 4: Monitor, optimize, report
Timeline
Proposal Discussion
Within 3 days
Agreement & Onboarding
5–7 days
Campaign Launch
10–14 days from agreement
Contact Us
Ready to discuss your vision? Get in touch with our team today.
Book a Discovery Call
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Free, no-obligation • 30 minutes • Video or Phone
Let's make Hasaana the trusted name in natural skincare.