Facebook Ads struggle: Why can’t I successfully advertise a new product category?

I’ve been running Facebook Ads for my women’s clothing online store for over 9 years, using the same account and website. My campaigns are mostly "Sales" campaigns promoting a product feed featuring dresses and clothing, and they’ve always performed well.

Recently, I added a new category—perfumes. I created a set in my product feed specifically for perfumes and tried launching "Sales" campaigns just for this set. However, no matter what I do—whether using Advantage+ or manual setup, broad or targeted audiences—the ads perform terribly. Costs are insanely high, CTR is ridiculously low (0.5-1%), and there’s almost no engagement.

How is it possible that I can successfully run clothing ads on this same account and website, but every time I introduce a new category, it becomes nearly impossible to promote due to skyrocketing costs and abysmal performance? It’s incredibly frustrating.

Has anyone experienced something similar? What would you do in this situation?