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How Jennifer Anniston’s LolaVie brand grew sales 40% with CTV ads
For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.
LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.
The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.
Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.
The DTC beauty category is crowded. To break through, Jennifer Anniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
The Retention Flywheel Most Shopify Brands Ignore
Most ecommerce brands think growth is about ads.
More spend.
More creative.
More acquisition.
But once you pass a certain threshold, the game changes.
The brands quietly scaling past seven figures aren’t winning because of better ads.
They’re winning because of better economics and deeper retention loops.
This week’s Commerce Signal breaks down three frameworks that separate sustainable brands from ones that stall out.
⚡ Signal #1: VIP Programs Are the Most Underrated Retention Lever
Most loyalty programs are lazy.
“Spend money → get points.”
That’s not a retention strategy. That’s a discount engine.
The brands seeing real lift treat VIP tiers differently.
They build status systems.
Examples include:
• Early product access
• Exclusive drops
• Private community access
• Concierge customer service
• Experiential rewards
Why this works:
VIP systems shift customers from transactional behavior → identity behavior.
Customers stop buying because of price.
They buy because they’re part of the club.
Retention research consistently shows loyalty programs can increase repeat purchases and lifetime value by encouraging ongoing engagement and brand advocacy.
The real takeaway:
Your best customers want recognition, not coupons.
⚡ Signal #2: Most Brands Don’t Actually Understand Unit Economics
Crossing the $1M mark in ecommerce isn’t just about selling more.
It’s about knowing exactly how your business makes money.
At this stage, founders discover three things:
CAC isn’t the problem.
Contribution margin is the problem.
Cash flow becomes strategic.
Scaling brands must understand:
• Contribution margin per order
• Customer lifetime value
• Payback window
• Cash conversion cycle
When brands ignore this, they create the classic trap:
Revenue grows.
Profit disappears.
Real operators track economics per order, not just ROAS.
Because ad metrics don’t tell you if your business is healthy.
Unit economics do.
⚡ Signal #3: Win-Back Campaigns Are Pure Profit
One of the most profitable audiences in ecommerce:
Customers who already bought from you once.
Yet most brands barely invest in reactivation.
This is a mistake.
Acquiring a new customer is typically 5–7× more expensive than retaining an existing one, making win-back strategies one of the highest ROI plays in ecommerce.
Effective win-back systems usually include:
• Email + SMS reactivation flows
• Personalized product recommendations
• Limited-time return offers
• New product announcements
But timing matters.
The best brands trigger win-back campaigns based on purchase cycle behavior, not arbitrary timelines.
Example:
If your typical reorder cycle is 45 days, your win-back should start around day 60.
Not day 120.
🧠 What Operators Should Do This Week
If you’re running a Shopify brand, run this quick audit:
1️⃣ VIP Strategy
Do your best customers feel recognized?
Or just discounted?
2️⃣ Unit Economics
Can you answer these instantly?
• Contribution margin per order
• CAC payback period
• True LTV
If not, you’re flying blind.
3️⃣ Win-Back Engine
Do you have automated reactivation flows?
Or are you relying on new customers forever?
Because the most profitable revenue often comes from people who already trust your brand.
🧭 Final Signal
Acquisition builds awareness.
Retention builds companies.
The brands that scale past eight figures understand this.
They stop chasing new customers.
And start maximizing the ones they already earned.
Don’t Forget…
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