Industry
Health & Wellness
Services
Lifecycle Marketing
L’ANZA, a premium haircare brand, partnered with UN/COMMON to revamp its retention strategy. Their email and SMS channels lacked segmentation, behavioral nuance, and a cohesive strategy. We undertook the task of rebuilding the lifecycle engine from scratch. The result was a transformation of underperforming automations into a high-converting, always-on revenue machine, a feat that showcases the effectiveness of our strategy.
Haircare Built on Healing. Retention Built to Scale.
L’ANZA isn’t just a haircare brand—it’s a global community rooted in sustainable healing and salon-quality results. However, while their product innovation led the industry, their email and SMS marketing efforts were still playing catch-up. Their retention efforts lacked the personalization, segmentation, and creative cohesion that today’s discerning shoppers expect from a premium brand. We stepped in to rebuild their lifecycle engine from the inside out, ensuring every message, whether it lands in an inbox or text thread, delivers the same level of care and intention as their products. The result? A reimagined retention strategy that drives meaningful connections and measurable growth.
Welcome to Healing Haircare
We started at the beginning—the Welcome Series. This foundational flow required more than a facelift; it needed a complete rewrite to embody L’ANZA’s values, tone, and narrative. We restructured it to educate, inspire, and convert new shoppers with messaging personalized by product type and customer intent. First-time buyers now receive tailored education on their purchase, while returning customers are met with messages that build brand affinity and encourage repeat engagement. This wasn't just about improving open rates—it was about establishing emotional resonance from the very first interaction, creating an experience that feels more like a thoughtful salon consultation than a transactional follow-up.
Segments That Actually Segment
Generic list blasts were doing more harm than good. We audited and rebuilt L’ANZA’s segmentation strategy to reflect real customer behavior, identifying distinct cohorts, such as loyalists, lapsers, and high-intent browsers, based on order cadence, average cart size, product category interest, and engagement level. These segments now drive everything from campaign targeting to flow logic, enabling nuanced storytelling and smarter spending.
Building a Flow That Flows
L’ANZA had several flows in place, but they weren’t pulling their weight. We tore them down and rebuilt each with purpose. Abandoned checkout now adapts based on cart contents and customer tenure. Winback emails speak to why the customer dropped off, not just when. Replenishment messages are tailored to reorder timing based on the product lifecycle. And our Repeat Purchase Nurture flow guides customers toward their next best product, leveraging dynamic recommendations and subtle upsells. Every flow is now designed to function seamlessly as part of the customer’s haircare journey—moving people forward, not just following up.
Salon-Quality Results (Digitally Speaking)
Active profile growth increased, thanks to improved capture tools —essentially methods and technologies used to collect and store customer data —and strategic welcome messaging. But the biggest win? Customers aren’t just engaging—they’re staying. The flows we’ve built nurture long-term relationships and foster loyalty in a category where repeat purchase is everything.
Core partners
As one of the first few Shopify Plus partners, UN/COMMON has been delivering innovative, profit-driven eCommerce solutions from the start. Built for speed, reliability, and demand generation, Shopify Plus now powers 13,000+ merchants, offering enterprise-level capabilities with the flexibility to grow and evolve.