How to Use Beauty Product Detail Pages & Ads to Boost Conversion Rates | wadiz X P&K Seminar

 *This article is a written summary of the lecture “Wadiz School Live — P&K X wadiz: Mastering Beauty Trends,” held on June 11, 2026.

From a single line on the product page to your advertising budget,
4 Keys to Success in wadiz Beauty Funding

This will be helpful for:

• Makers preparing funding campaigns in the skincare, beauty devices, and hair categories
• Makers who are unsure what USP to include on their project page
• Makers who have no idea how much or how to spend their advertising budget

Here’s what you need to take away!

• A beauty product page needs One Clear USPand one of the following Stories: high concentration, new technology, expert endorsement, or value for money .
• Ads It’s best to start with Meta ads at 100,000 won per day, verify its effectiveness, and then expand to in-app ads.
• By using “time-limited” events and “deadline approaching” messagingcan simultaneously boost conversion rates during two key periods: the early launch phase and the final stretch of the main funding campaign.

“My product doesn’t really have anything special to highlight—how can I make it stand out?”
"I have no idea how much to spend on advertising."

Wadiz Beauty is a category where a single product page can generate sales in the hundreds of millions and even lead to follow-up funding campaigns. I found the answers in a lecture by PD Kim Ji-yeon, who has conducted over 400 consultations as a Wadiz Beauty PD and managed makers with cumulative sales of 10 billion won. In this post, based on actual wadiz beauty funding case studies and data, I’ll share four key strategies for successful beauty funding—covering everything from product detail pages to advertising and events.

Key Takeaways	Summary of Key Causes and Effects	Performance Metrics
1 USP	One clear strength among functionality, design, and price; for beauty, “functionality” is key	-
Story Flow	Four Categories: High Concentration, New Technology, Expert-Recommended, and Value for Money—The Case of CaseSkinny Body Ampoules	Cumulative 1.2 billion won
Meta Ads	Starting at 100,000 won per day; evaluated based on CPA and ROAS—the Ocula Water Drop Device Case Study	1.1 billion won
Countdown/Time-Limited	Events for the early launch phase and final stages of the main funding round; utilized pop-up ads on the app’s main screen	ROAS 2,181%

---

1. wadiz Beauty Category Trends

Wadiz is a crowdfunding platform with approximately 5.2 million monthly active users (MAU). The gender ratio is close to 5:5, and the user base is primarily made up of working professionals aged 18–34.

Over the past year, approximately 1,700 (1,732) projects were launched in the wadiz Beauty category, generating sales of about 27 billion won and attracting roughly 190,000 supporters. In particular, the device category has been gaining momentum since last year, with the majority of projects generating over 1 billion won in sales falling into this category. On the other hand, since skincare is constantly compared to beauty devices, products that demonstrate clear expertise and reflect the latest treatment trends tend to perform better.

---

2. Four Key Factors for Successful Beauty Funding

Keyword 1: Compete with “One Definitive Strength”

💡 Key Point

Wadiz is a market for discovery shopping, not purpose-driven shopping. This means it’s not a place where people search for and buy what they need, but rather a place where even those who had no intention of buying will open their wallets after viewing a product detail page. Therefore, when designing your product detail page, the first thing you must identify is your product’s unique selling proposition (USP) that sets it apart from competitors.

① List 1–10 strengths and categorize them into main and secondary points

If you’re struggling to identify your USP, start by writing down all your product’s strengths, numbered 1 through 10. Next, categorize those strengths into main and secondary points, The main pointare “the unique selling points that only our product offers—the ones that make customers want to buy the moment they see them.” Sub-pointsare features commonly found in other products as well, but since they still influence the purchase decision, they must be included on the product detail page.

 

② Features, design, or price—at least one of these must stand out

In the tech and electronics categories, design or price might be the selling points, but in the beauty category, functionality is the most important factor. Since a high proportion of wadiz beauty supporters are in their 30s to 50s, they respond more to clear before-and-after results than to vague keywords like “skin troubles” or “hydration.” Therefore, dramatic before-and-after visuals are a given, and the role of the product detail page is to convince customers why those results are possible.

There are fourcriteria for assessing persuasiveness: ① Does it contain a higher concentration of active ingredients compared to similar products on the market? ② Does it incorporate unique ingredients or technology? ③ How much experience and expertise does the creator have? ④ Is there a clear price advantage? You must be able to clearly highlight at least one of these points for the before-and-after results to be persuasive.

 

📊 Value Proven by Data

• In 2025, wadiz’s Beauty category generated approximately 27 billion won in sales and attracted about 190,000 supporters
• The primary age group for beauty buyers is those in their 30s to 50s

Keyword 2: Build Trust Through “Story Flow”

💡 Key Points

Once you’ve defined your USP, you need a narrative approach to convey it persuasively. There are fourmain “story flows” that have consistently delivered results on wadiz Beauty.

① High-Concentration Flow

This approach intuitively highlights the concentration of raw materials or ingredients. As Rejuran became popular among dermatological procedures, numerous products containing pure Rejuran were launched. By highlighting specific concentrations as a key concept —such as “You’ve never tried the pure solution before, have you?” or “Contains 15% pure retinol complex”—you can intuitively instill confidence that “with this much in it, it must be effective.”

Face Factory Maker’s “ Skin Booster 72-Shot Medipack Project ,”which utilized this concept by featuring the tagline “This single product contains the equivalent of 72 Rejuran shots”alongside before-and-after comparison images, generated approximately 300 million won insales from this single product alone.

 

② New Technology and New Ingredients Approach

This approach involves presenting unique ingredients or technologies not previously available on the market, accompanied by specific numerical data. Case Skin’s PCL Body Ampoule projectwas based on the concept that “applying it breaks down fat,” but there was a problem: simply claiming “apply it and lose weight” was hard to believe. Therefore, they reinforced their credibility by presenting concrete figures, such as “We increased absorption by 40% using a special, previously unavailable ingredient with ultra-fine 5-nanometer particles.”

This product consistently generated sales in the 100 million to 200 million won range per funding round and, after 12 rounds of encore funding, achieved cumulative sales of over 1.2 billion won. This approach is even more critical when the Rewards are high-priced. This ampoule is priced at around 200,000 won, and if we don’t specifically emphasize its expertise to that extent, it will simply leave the impression that it’s “expensive,” leading to a higher drop-off rate.

 

③ Creator (Expert) Flow

Since other brands already have name recognition and it’s impossible to compete with major corporations, this approach focuses on the expertise of the creator themselvesrather than thebrand. With the recent rise in stem cell-related treatments, Hank’s Maker’s “Cell Recovery Serum Project”—which highlighted the ingredient “confirmed cell culture medium” and a “cell regeneration method developed by a 27-year veteran Ph .D.”—generated over 100 million won inrevenue.

If you lack expertise to highlight on your own, another approach is to borrow the “flow” of a celebritywho is already widely recognized in the market. Since not every maker can be an expert, this method involves leveraging existing name recognition—such as “a product used by celebrities” or “a famous ingredient favored by celebrities and business tycoons”—to boost the product’s credibility and persuasiveness.

 

④ Value-for-Money Narrative

This is the most commonly used approach for devices. It works particularly well for tech products where spec comparisons are clear—comparing the product to well-known dermatological treatment devices likedroplet ultrasonic LDM machines, Ulthera, and Thermage. Since these devices typically cost anywhere from several million to tens of millions of won, emphasizing the value for money—such as “this level of effectiveness at this price”—tends to elicit a better response.

 

Keyword 3: Start with “Meta Ads for 100,000 won a day”

💡 Key Point

Once you’ve created a good project page, use ads to promote your project to more supporters. 
wadiz ads are broadly categorized into internal ads(display and push notifications) and External Ads(Meta Ads). If you’re new to this, we recommend starting with Meta Ads.

① The smaller your budget, the more you should start with Meta Ads

Wadiz ads are structured so that budgets are set for extended periods—such as when the product is launching soon and during the main funding phase—rather than on a daily basis. So, if you have a limited budget but want to assess efficiency first, I recommend trying Meta Ads right away. If your budget is too small, you won’t get enough impressions to accurately gauge efficiency, so the amount I recommend starting with is to run Meta Ads with a budget of about 100,000 won per day.

The key metric here isn’t just clicks, but the cost it takes to drive a purchase conversion. Since we evaluate performance based on CPA(cost per acquisition), you can clearly assess not only how quickly your budget is spent on clicks but also your ROAS(return on ad spend).

 

② If Meta ads perform well, internal ads will follow suit

When Meta ads perform well, internal ads (display and push notifications) tend to see improved results as well. That’s why I recommend prioritizing the preparation of Meta ad creativeswhen planning your budget.

As a real-world example, the Ocula Water Drop Ultrasound Device project benefited from excellent timing at launch, as there were no competing products with identical specifications at the time. By emphasizing that the device was built to the same specifications as the “LDM Triple”—a 66 million won dermatology device—the campaign effectively highlighted its value for money. Combined with the maker’s active research and communication efforts, the campaign generated approximately 1. 1 billion wonin revenue.

 

③ The clearer your USP is, the easier it is to create ad copy

Ultimately, creating Meta ad copy is about telling the story of our product. So, the more distinctive the product is, the easier it is to come up with ad copy, and the better the results tend to be. That’s why, when launching a campaign, it’s better to start by clearly defining your product’s USP ratherthan focusing on the ad copy right away. This makes it much easier to develop ad copy and boost performance.

Key Point 4: Boost Conversions with “Limited Time” and “Time Attack”

💡 Key Point

Even for the same product, final sales can vary significantly depending on how conversion rates are structured during the initial launch phase and the final stretch of the main funding campaign.

① Launching Soon Phase: Secure Notification Subscribers Through a Mini-Scale Trial Group

In the early stages leading up to when the product is about to be launched, the most important thing is to secure as many supporters who sign up for notifications as possible. It’s a good idea to run events where you offer something just for signing up for notifications or provide opportunities to receive the product through a trial group. While it can be difficult to organize trial groups for high-priced items like tech products, categories with lower-priced items—such as beauty and food—are ideal for actively utilizing trial groups.

You don’t necessarily have to give away full-size products at this stage. It’s perfectly fine to run a trial group event using mini-sized containers or samples. Since users must click “Sign Up for Notifications” to participate in the trial group, this naturally leads to securing more sign-ups, and reviews from the trial group are featured in the wadiz Community section and on a dedicated trial group banner, which also boosts visibility.

 

② Early Stages of the Main Funding Campaign: 72-, 48-, and 12-Hour Time-Limited Events

The conversion rate during the early stages of the main funding campaign determines the sales trend right up until the very end. If you boost the early conversion rate with time-limited events at72-hour, 48-hour, and 12-hour intervals, sales tend to continue at a strong pace afterward. 
It’s best to offer as diverse a range of rewards as possible—such as select rewards, prize drawings, and 100% free gifts—to supporters who participate early in the funding phase of the project. 

③ During the Main Funding Campaign: How to Use “News” to Communicate Without Advertising Costs

“News” is a channel that sends app push notifications to all supporters who have subscribed to alerts whenever a post is published, without incurring any separate advertising costs. Just as Instagram group buys generate strong conversions even without brand recognition—thanks to active communication like live streams— makers can think of themselves as influencers and actively share stories through “News” to further encourage supporters to participate in the funding campaign. Topics might include “Why I decided to develop this,” “Here’s why I loved it after trying it myself,” or “This is the feedback I’ve been getting from people around me.”

However, posting too frequently can lead to fatigue, so once or twice a weekis ideal. 

 

④ Final Stretch of the Funding Campaign: “Deadline Approaching” Messages + Emphasis on Shipping

In the final stretch, direct call-to-action phrases like “Ends today” or “Coupon expires soon” are essential for maximizing effectiveness. In fact, one individual maker’s project used a main app pop-up ad alongside a “deadline approaching” message to achieve achieved a ROAS of 2,181%.

Due to the nature of funding, products are often not yet ready; however, since conversion rates tend to increase with faster shipping, it’s helpful to provide shipping schedules early on. For major projects, last-minute events like “Get one free when we reach 100 million” or “Get one free when we reach 200 million” are effective in encouraging people to purchase together with their friends and family.

 

---

3. Beauty Funding: Where to Start

To make a beauty funding campaign successful, the three pillars— the product’s USP, the product detail page, and the advertising budget— must be balanced. Rather than jumping in blindly, we recommend starting by answering the key questions below.

Key Stages	Self-Assessment Questions
Product (USP)	Is there one clear, definitive point of differentiation that sets your product apart from the rest?
Product Detail Page	Have you chosen a story flow that aligns with your USP (high concentration, new technology, expert endorsement, value for money)?
Advertising & Marketing	Have you planned your Meta ad testing budget and time-limited events for each phase?

If you need specific writing guides or detailed budget-setting methods for each step, you can check them out right away in the Maker Center articles below.

---

4. Frequently Asked Questions (FAQ)

Q. How detailed should the product page be?

A. We recommend making it much longer and more detailed than on other e-commerce platforms. Since wadiz is a discovery-based marketplace where you need to persuade even supporters who weren’t planning to buy, a product page that explains the product as if you were talking to a friend—complete with GIFs—yields better conversion rates.

Q. I don’t have a large advertising budget. Which channels should I start with?

A. We recommend starting with Meta Ads, beginning with a daily budget of around 100,000 won. If your budget is too small, you won’t get enough impressions to accurately gauge efficiency, so it’s best to start with this budget, monitor your CPA and ROAS, and adjust accordingly.

Q. It’s a high-priced product, and I’m worried about the conversion rate. What should I do?

A. The higher the price, the more aggressively you should run promotions. Offering eye-catching benefits—such as gift cards, coffee coupons, or free add-on products—can help boost conversion rates in the early stages.

Q. What should I prepare while the project is launching soon?

A. The key is to secure as many supporters as possible. It’s okay if it’s not the full-size product—we recommend providing mini-size samples to several people during the trial phase to build up both supporters and reviews.

Q. We don’t have any experts or celebrities to feature for our product. What should we do?

A. If you can’t highlight the creator’s background, another approach is to emphasize that the ingredients or raw materials are used by well-known experts or celebrities. The key is to find elements that can boost credibility.

---

Ultimately, the key to a successful beauty funding campaign boils down to one thing.
Identify a clear USP, present it persuasively through a Story flow, and then 
verify advertising effectiveness on a small budget, and implement different event strategies for each phase.
If you keep just these four points in mind, you’ll be much closer to success in beauty funding.

Start with wadiz. Just Start on wadiz.

Start your project now