Industry
Beauty & Cosmetics
Services
Lifecycle Marketing
Goldie Locks wasn’t struggling to grow—they struggled to scale intelligently. With two distinct audiences (stylists and everyday shoppers) and a product line built on education and trust, they needed more than basic flows. We rebuilt their entire lifecycle marketing strategy from the ground up, redesigning acquisition touchpoints, upgrading segmentation, and launching personalized journeys that delivered strong lifts in lifecycle revenue. The result? Smarter flows, stronger loyalty, and an email/SMS program that performs as beautifully as their hair care.
%Increase in Lifecycle Revenue
%Increase in Overall Revenue Per Recipient (RPR)
%Increase in YoY Flow-Driven Revenue
From Bottlenecks to Blowouts
Goldie Locks isn’t just a premium beauty brand. It’s a stylist-founded movement trusted by both high-volume salons and ingredient-savvy consumers. However, as the product line expanded, so did the complexity of the customer journey. Enter UN/COMMON. We partnered with Goldie Locks to rebuild their lifecycle marketing program from the ground up—bridging gaps between pro and consumer segments, fixing friction in their flows, and turning SMS and email into true revenue engines. The result? More personalization, more retention, and a whole lot more shine.
From List Growth to Lifecycle Strategy
Unlike most brands that treat list growth as a numbers game, we took a more strategic approach. We ensured every new subscriber entered the brand universe with intent and clarity by refining acquisition touchpoints, like upgraded overlays, email/SMS opt-in logic, and welcome flow segmentation. We rebuilt the welcome series from scratch for the business's pro and consumer arms, delivering high RPRs and setting up new subscribers to convert from day one.
SMS With Substance
Goldie Locks’ SMS strategy wasn’t just about promotions—it was about timing, trust, and behavioral signals. We overhauled their SMS flows to deliver messages that matter, driving higher conversion rates and an RPR nearly 7x higher than previous email campaigns. We also reduced fatigue by excluding email openers from SMS sends and created a more respectful, conversion-friendly cadence. This approach respects the customer's time and attention, resulting in less noise and more revenue.
Making Abandonment Work Harder
Cart, browse, checkout. These moments are goldmines when done right. We consolidated and redesigned all abandonment flows using dynamic content, behavior-driven logic, and personalized offers based on product interest and timing. The result? A 198% increase in YoY flow-driven revenue and stronger winbacks, especially for the pro audience, which shops in bulk and needs more tailored reminders to close.
Segments That Sell Smarter
Sending to “everyone” rarely works. We helped Goldie Locks restructure their segmentation logic, dividing audiences into engaged, semi-engaged, and unengaged tiers with distinct strategies for each. From early-access drops for super fans to quiz-based retargeting for cold leads, every campaign now aligns with the customer’s stage, not just the calendar. And for a brand built on education, we also layered in value-driven content that builds trust before the hard sell, demonstrating our commitment to providing value to our customers.
Results That Shine
In just one quarter, lifecycle revenue increased by +195%, RPR rose by +108%, and the average order value climbed to $70+. The Pro business saw flows deliver over $10.46 RPR, driven by high-performing automations like abandoned checkout, customer winback, and Skio subscription touchpoints. Goldie Locks and UN/COMMON didn’t just build a better email program. They built a brand experience that keeps working long after the first click.
Core partners
We’re honored to rank in the top 0.2% of Klaviyo partners to achieve Master Elite status globally. It’s a stat we’re super proud of so you can expect our eCommerce marketing services to match.