Despite strong brand authority in the professional beauty space, BaBylissPRO’s lifecycle ecosystem lacked the structure needed to fully support customer education, replenishment cycles, and long-term loyalty. Automated flows were underutilized, and there was significant opportunity to scale owned channels — particularly SMS — to drive sustained revenue growth.

UN/COMMON re-engineered the lifecycle framework to better reflect 
how professionals and consumers discover, evaluate, and repurchase 
high-performance tools. By introducing targeted flows and strengthening segmentation, we created a retention engine designed to convert expertise 
into measurable business impact.

Key initiatives included:


• Launching education-focused flows to guide product adoption and confidence

• Building replenishment and loyalty journeys to encourage repeat purchases

• Expanding SMS acquisition to rapidly grow an engaged subscriber base

• Implementing structured A/B testing to continuously optimize performance

The transformation elevated owned channels into powerful growth drivers while creating a more connected customer experience across markets. With smarter automation and a clearer lifecycle roadmap, BaBylissPRO unlocked new levels 
of engagement and revenue efficiency.

Results:

• 133% increase in automated flow revenue

• 80% growth in owned revenue

• 475% increase in SMS subscriber growth

BaBylissPRO now operates with a modern lifecycle strategy that mirrors the sophistication of its products — blending education, timing, and personalization 
to influence purchase behavior at every stage of the journey.


With a scalable retention foundation in place, the brand is positioned to continue expanding its global reach, strengthening loyalty, and driving long-term 
customer value.