À Moi Paris is a beauty DNVB founded in 2021, specializing in natural skincare. €500k monthly revenue in 2026, 70% on Shopify Plus. Here's how their CMO deployed Social Pay in 48h and drove results that changed the P&L trajectory.
The context before Social Pay
Early 2026, À Moi Paris spends €28,000/month on Meta Ads to acquire around 620 new customers. Average Meta CAC: €45. ROAS ranges between 1.4× and 1.8× depending on campaign.
"We saw our CPA climb quarter after quarter without understanding why we couldn't scale anymore," explains Clémentine Blanchard, CMO of the brand. "Our campaigns performed well at €15k spend, they collapsed at €30k. The plateau was clear."
The team had already tested Mention-Me in 2024, with disappointing results: less than 4% adoption, complex IBAN payouts, customer support overwhelmed by requests.
The deployment: 48h flat
The decision was made in February 2026 after a 30-minute growth audit with the Social Pay team. Shopify Plus install takes 30 minutes. The next 24h are spent configuring cashback rules and sandbox testing. On day 3, Social Pay is live.
Initial configuration:
- Sponsor cashback: 5% on all orders
- Referee discount: 5% + free shipping
- Cap: €200/month/customer
- Link validity: 60 days
Clémentine took care to send a personal announcement email to the entire base (18,000 subscribers) on launch day. Subject line: "Maria, you can now earn cashback on every purchase you share." Open rate: 47%, click rate: 11%.
The first 30 days
From week 1, results come in:
- 68% post-purchase share rate (above sector average, 62%)
- 184 additional orders generated via referral
- €12,500 in additional revenue, €625 cashback paid + €225 Social Pay commission
"We expected 20-30% adoption, not 68%. I think the immediate gratification — cashback on their card, not in an account — made all the difference," says Clémentine.
The 90-day scorecard
After 3 months, results are more predictable and allow solid P&L conclusions:
- Monthly additional revenue: €48,250 (+38% total revenue)
- New monthly customers via referral: 312 (vs. 620 via Meta)
- Referral CAC: €5.40 (vs. €45 via Meta)
- Meta budget reduced 30% with no total volume loss (budget reallocation)
- Global ROAS climbed from 1.6× to 2.4×
Notable: customers acquired via referral have a 21% higher AOV and 34% higher LTV than those acquired via Meta. The channel doesn't just reduce CAC — it also improves customer quality.
3 key learnings
1. Announcement to existing base is critical
"If we hadn't sent that email on launch day, we would have waited 3 weeks to reach critical volume," analyzes Clémentine. She recommends preparing a real announcement campaign, not just a silent activation.
2. 5% cashback is the sweet spot for beauty
The team A/B tested 3% and 7%. At 3%, adoption drops 20%. At 7%, margin becomes tight with no significant adoption improvement. 5% emerged as optimal.
3. The top 10% of sponsors generate 60% of incremental sales
Early May, the team identified their top 50 ambassadors in the dashboard and sent them a surprise package + early access to the new collection. These 50 people generated €11,400 in sales the following month.
Next step
"The Q4 2026 goal is to scale Social Pay to 50% of the acquisition mix. We're currently testing boosted cashback campaigns on product launches," concludes Clémentine. "We're also working on an explicit VIP program for our top ambassadors."
À Moi Paris is today one of our portfolio's most mature customer cases, and has served as a blueprint for our other beauty DNVB deployments.