EYEMOS
US dry eye brand. CAC down 34%.
the brand
Eyemos is a US wellness brand serving women 50+ with chronic dry eye. the product line is a three-part ecosystem: Hydro Restore is the oral capsule that treats the tear film from inside, DryRelief is the heat + vibration mask, and REALief is the eyelid cleansing wipe. the audience is exhausted, drops 10 –15 times a day, prescriptions that burn, clinic procedures that cost $2,000 and wear off in six months. the brand voice has to match that fatigue: calm, clinical, empathetic. not hype. not DTC pep.
the challenge
this audience has tried everything. drops, prescriptions, microwave masks, LipiFlow, $400 spent on supplements that did nothing. a typical buyer is 63 years old, post-cataract surgery, and has been quietly losing trust in every solution she's bought for the last three years. the creative had to do something most DTC brands never do: prove the mechanism before asking for the click. show why this works, not just promise it works. and it had to do that without sounding like another hype supplement ad.
what we did
the "tried everything" arc as the creative spine.
every winning concept started where the buyer actually is: tired, skeptical, already burned. "I tried everything before this." that's the cold open. then the mechanism reveal, "here's the part nobody told you about", gives her a reason to keep watching past the three-second skip threshold. then the specific transformation: "15 drops a day → 0." the arc ends on the guarantee, not the discount.
talent rules that held the brand.
50+ only, women lead, no model-perfect faces. real age in every AI generation, soft lines, kitchen lighting, no studio gloss. the calm clinical voice, moderate pacing, slightly slower than DTC standard, American only. nothing flashy. nothing trend-coded.
what didn't work first: TikTok-style "you NEED this" hooks read as hype to a 60-year-old and tanked watch time in the first five seconds. we killed them in the first two weeks and rebuilt the hook library around mechanism reveals and the doctor-said-warm-compresses-but reframe.
subscription as the growth lever.
Hydro Restore is the hero SKU and the subscription anchor, 4 capsules a day, 30-day cycles, the math only works at scale. once we saw the attach rate climbing on the first batch, we built the second-touch flow around the 2–8 week timeline the product actually needs to show results. setting that expectation upfront turned cancellations into completions.
the thing nobody expected.
the skeptical-researcher persona, Carol, 52, won't trust anything without clinical logic, converts at a higher LTV than the chronic drop user. she needs more proof up front (longer hooks, more clinical content, dosage transparency), but once converted she subscribes faster and adds the DryRelief mask at almost double the attach rate. we built a separate creative funnel just for the researcher buyer, longer-form, denser on the science. she pays back the extra production cost inside her first three cycles.
the result
inside 75 days, Eyemos cut CAC by 34% and pulled ROAS from 1.6x to 2.9x. subscription attach climbed from 12% to 28% on Hydro Restore, and the bundle attach rate on DryRelief came along with it. the "tried everything" arc became the dominant template across the concept library, and the brand voice stayed calm, clinical, and credible at every touchpoint. no hype creep, no DTC tone drift.