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Melino at a glance
The main facts of the Melino project.
| Item | Detail |
|---|---|
| Client and industry | Melino, skincare |
| Market and audience | India, ingredient-aware skincare shoppers |
| Engagement period | Performance marketing from March 2026 |
| Our scope | Shopify store set-up and performance marketing |
| Platform and stack | Shopify, Tinker theme, Shiprocket checkout, Judge.me, partial COD payment app |
| Live URL | melino.in |
Challenge
Melino is an Indian skincare brand whose products combine several actives, from a bakuchiol serum to a niacinamide toner. Dcrayon set up its Shopify store and ran its performance marketing.
Dcrayon's performance marketing engagement with Melino began in March 2026. The store itself is small: on 13 October 2026 it listed an elixir face serum with 0.5 percent bakuchiol oil, ashwagandha and frankincense; a face toner with 4 percent niacinamide, rice water and green tea; a foaming face wash with kojic acid, lemongrass and licorice root; a hydrating moisturiser with 2 percent niacinamide, hyaluronic acid and chamomile; and a signature gift box that pairs the toner and serum with bath and gifting extras.
Selling a five-product skincare range by ingredient
A five-product range has to read as a routine, not a short list.
With only four core products, a store can look thin. The range needed to be presented by the skin problems it addresses, with the gift box offering the products together as a set.
Skincare shoppers compare by ingredient.
Buyers who know their actives search for niacinamide, bakuchiol or kojic acid, often with a percentage in mind. Product names that hide the formula behind a brand name make that comparison harder, both on the store and in search results.
Solution
Ingredient-led titles on the Tinker theme
The store runs on Shopify with the Tinker theme from the Shopify Theme Store. Each product title states the product, its key actives with their percentages where relevant, and the concern it is for, so the name alone answers the ingredient question. The home page, built from the theme's hero, marquee, media-with-content and product list sections, carries the "Skin, Science, Balance" line and a section explaining why the formulas combine ingredients rather than relying on one.
Melino's concern collections and product pages
A "Shop by concerns" block on the home page points to collections for fine lines and ageing, pigmentation and acne control. Product pages carry a short "why it works" section, a list of what the product is free from (parabens and fragrance among them), and a longer description of how the formula acts on the skin. A partial-payment app lets cash-on-delivery customers pay part of the order upfront, Shiprocket handles checkout, Judge.me collects reviews and an Instagram feed sits on the home page. This is Shopify development work.
Paid campaigns running beside the Shopify store
Alongside the store, Dcrayon ran Melino's paid advertising as a performance marketing engagement, with the Meta Pixel installed on the store for campaign measurement.
Melino search themes by active ingredient
The ingredient and concern searches Melino's product names and collections answer.
| Search intent | Keyword themes |
|---|---|
| Active ingredient | bakuchiol serum; niacinamide toner; kojic acid face wash; niacinamide moisturiser |
| Skin concern | fine lines and ageing; pigmentation; acne control |
| Gifting | skincare gift box |
Results
What Melino shoppers find on the store
Shoppers can see each product's actives and their strengths in its name, browse by skin concern, read why each formula works, and buy the range as a gift box. Cash-on-delivery buyers have a part-payment option. Sales and campaign figures for Melino are not published.
Melino store outcomes
What the store offers shoppers today.
| Outcome | What changed | Status |
|---|---|---|
| Ingredient-led names | Each title states actives and percentages | Delivered |
| Browse by concern | Collections for ageing, pigmentation and acne | Delivered |
| Part-payment on COD | Partial upfront payment option for cash-on-delivery orders | Delivered |
Key takeaways
Why the product name is Melino's most valuable copy
For a small range, the product name is the most valuable piece of copy on the store. Naming each Melino product by its actives makes it findable by the people who already shop that way, and concern collections catch the people who do not.
If you are running paid campaigns to a new skincare store, our guide on whether your performance marketing strategy is working covers what to measure from the first week. For a larger skincare catalogue sorted by concern, see the Loire case study.
Launching a skincare range online? Talk to Dcrayon about the store and the campaigns together.
CategoryWeb Development
More work
