The Aging Playbook: Thoughts with DefenAge's AVP of Brand Strategy & Growth Zack Miskel
- Evan J. Cholfin
- Jul 10
- 3 min read
Scaling Skincare Growth with Precision and Purpose
By Evan J. Cholfin
What Is The Progress To Gain To Hit 30% Growth in this Market?
Growth numbers sound simple. 30% more sales, millions in revenue, new customers knocking on your door. But for a modern skincare brand like DefenAge, reaching those milestones requires sharp focus, smart spending, and a deep understanding of what moves the needle.
What does it take to build momentum in a market crowded with influencers and fast trends?
In the latest episode of A Healthier, Happier You, I sit down with Zack Miskel, AVP Brand Strategy & Growth at DefenAge, to unpack how this innovative brand is not just chasing growth, it's engineering it.
Zack and I dive into:
🎯 Why hitting a 30% increase in new customers is as critical as overall revenue
💡 How defensin technology sets DefenAge apart in anti-aging skincare
📬 Why less can be more when it comes to marketing mailers
📈 What “test, learn, scale” really means in a fast-moving beauty industry
🤖 How tech and data are transforming customer acquisition and retention
Breaking Down the Growth Strategy
Hitting a 30% increase in new customers is vital because growing your revenue and success alone won't maintain the brand without expanding the base of its first buyers.
Zack explains how attracting quality leads who become loyal clients creates a foundation for long-term success and organic growth through word-of-mouth.
There's a marketing strategy that matches immensely with their scientific innovation:
✅ Carefully targeted campaigns that prioritize quality leads over mass reach
✅ A laser focus on education to convert skeptics into believers
✅ Multi-touchpoint email workflows that nurture relationships rather than just push products
Zack ensures that sales are rarely made on the first interaction. DefenAge's automated email sequences build trust and engagement over time, guiding customers through their skincare journey
This approach not only boosts sales but builds lasting trust in an era where consumers demand results.
Smart Spending and Testing: The Key to Sustainable Growth
One standout insight from Zack's perspective is that sometimes spending 5,000 well-targeted mailers yields better returns than blasting 20,000 up in the air.
Why? Because efficiency matters as much as volume. DefenAge's "test, learn, scale" mantra is about using data to optimize every dollar spent.
✅ Testing small batches of campaigns before scaling up
✅ Obsessing over 2X return on ad spend (ROAS) to ensure profitability
✅ Using real-time feedback loops to pivot quickly and stay ahead
This measured mindset allows DefenAge to grow confidently without wasting resources chasing every new marketing fixation.
Growth Isn't Just About Bigger Numbers, It's About Better Connections
Zack's vision for 2025 goes beyond hitting $20 million in annual revenue. It's about creating a brand that earns a seat at the table with industry leaders and incubator programs that can accelerate their trajectory.
At DefenAge, the heart of the company is a breakthrough to make sure the process is timely, affordable, and accessible.
✅Expanding the customer base with meaningful, first-time buyers
✅Building brand loyalty through ongoing education and engagement
✅Leveraging technology to deepen consumer trust and streamline the buying experience
Zack stresses that growth isn't accidental; it requires precision, vision, and constant learning.
By balancing innovation with thoughtful execution, DefenAge is carving out a unique space in the competitive anti-aging landscape. This focused approach can set them up to not just grow but to lead in this competitive and fast-moving field.
Listen to the Full Episode
From defensin science to first-time customer growth, smart campaign testing to redefining aging—this episode is packed with insights for brand builders, marketers, and anyone serious about skincare innovation.
🎧 Listen now: Podcast Audio
📽️Watch the full interview: Podcast Video
The future of beauty is strategic, science-driven, and built to last—are you ready for it?
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