Invisible Bead Extensions® (IBE®) isn’t your typical beauty brand, and their lifecycle marketing couldn’t be either. With a unique approach that caters to aspiring stylists and salon pros, they needed segmentation that flexed across certification, commerce, and education. UN/COMMON rebuilt their email and SMS flows from the ground up, resulting in open rates as high as 63% and click-throughs topping 35%. Every flow now works like a well-trained stylist: targeted, efficient, and built to convert.
Beauty Meets Backbone
IBE is a beauty brand and a stylist-powered movement. With a multi-pronged audience spanning professional stylists, salon educators, and certified clients, IBE needed more than templated flows. They needed segmentation that matched the complexity of their customer journey, and automation that could convert browsers into buyers and buyers into loyalists. UN/COMMON partnered with IBE to overhaul every layer of their lifecycle strategy—across email, SMS, and multiple platforms—building flows that don’t just look beautiful, but work hard behind the scenes.
From Enrollment to Elevation
Lifecycle marketing had to do more than sell for a brand rooted in education and professional trust. We built targeted nurture flows for stylists at every stage: from Get Certified onboarding to Master’s enrollment reminders and post-interview follow-ups. Every message supported the stylist’s growth—and IBE’s bottom line. With click-through rates reaching up to 35% in early-stage nurture flows, the right message met the right stylist at precisely the right moment.
Flows That Outperform
In April alone, lifecycle flows saw an average 7% conversion rate, among the highest we’ve seen in the professional beauty category. The top performers? Abandoned checkout and browse abandonment. These numbers didn’t happen by chance—they came from flows built with smart timing, segmented product logic, and creative that speaks directly to the stylist’s toolkit.
Clicks That Convert
While opens were consistently strong, IBE needed more action, so we rewrote email structures, redesigned CTAs, and rebuilt click paths to guide behavior, not just capture attention. Click rates across flows improved MoM by up to 24%, and in one month alone, we saw campaign open rates hit 63% with strong purchase intent. Every scroll, swipe, and tap is now optimized to get stylists what they came for—and show them something they didn’t know they needed.
A Foundation for Future Growth
Behind the numbers is a system built to scale. From HubSpot nurture automations to Klaviyo-powered product logic and SMS journeys, we aligned every touchpoint to where a stylist is in their certification, shopping, or salon lifecycle. The result? A full-funnel lifecycle program that can support launches, education, upsells, and retention—all at once. For a brand empowering women with tools and confidence, we ensured the backend worked just as elegantly.
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