Obagi Medical

The objective

Testing Smart+ Catalog for sustainable performance

Obagi Medical, the #1 physician-recommended skincare brand in the U.S., has built its reputation over 35 years with clinically proven, science-backed products addressing key skin concerns such as pigmentation, fine lines, and loss of elasticity. Trusted by professionals in more than 80 countries, OBAGI is known for delivering transformative results across all skin types.

With this strong foundation, Obagi partnered with TikTok to find new ways to sustain growth and improve efficiency. The objective was to adopt Smart+ Catalog to simplify campaign setup and create a steady, always-on strategy to reach skincare consumers on TikTok.

The solution

Maximizing creative assets by leveraging the full scope of Smart+ Catalog Ads formats

Obagi Medical applied a multi-stage process to fully optimizing the right performance solution and mix of creative assets. Smart+ Catalog Ads became the centerpiece after delivering statistically positive test results, proving their ability to drive measurable business outcomes.

To maximize every impression, Obagi combined Smart+ Catalog Ads with creative formats such as Spark Ads, video assets, and catalog-generated Catalog Videos and Carousel. This ensured content felt highly relevant and personalized to skincare audiences, while automation streamlined campaign execution.

This mix of automation and creative flexibility provided Obagi the ability to scale performance efficiently, laying the foundation for an always-on strategy on TikTok.

The results

Turning automation into measurable growth

Smart+ Catalog Ads outperformed expectations across every key metric, unlocking efficiency gains and reshaping Obagi Medical’s platform strategy:

• +16% ROAS compared to manual sales campaigns, proving the efficiency of Smart+ automation.

• -10% CPA, helping the brand stretch budget and lower acquisition costs in highly competitive skincare markets.

• +11% CVR, ensuring a seamless, highly relevant customer journey from TikTok to Obagi Medical’s website.

With clear data-backed success, Smart+ Catalog Ads is now a core part of Obagi Medical's performance playbook, showing how other skincare brands can build sustainable, always-on strategies to win on TikTok.

Tips & takeaways

• Adopt automation for efficiency: Smart+ Catalog Ads streamlined campaign setup and optimized performance across key metrics.

• Blend automation with creative variety: Combining Catalog Ads with Spark Ads, videos, and carousels kept content relevant and engaging.

• Build an always-on strategy: Obagi proved the value of sustained campaigns to consistently reach skincare audiences on TikTok.

• Turn test results into long-term strategy: Statistically positive tests gave Obagi confidence to make Smart+ Catalog Ads a core performance solution.