Industry

Beauty & Cosmetics

Services

Consumer Retention

Challenge and opportunity

An international pop star, a highly anticipated product line, and just one month to prepare for an international brand launch. UN/COMMON partnered with Rare Beauty by Selena Gomez on a go-to-market strategy that balanced email marketing and industry best practices with the uniqueness the brand was founded on.

%Increased in Owned Revenue

%Increased in Automated Flow Conversion Rate

Retention Program Buildout

Even when the clock is ticking, our team always thinks before we act. Prior to launch, our to-do list included capturing subscribers, synchronizing email and SMS sends, and strategizing content that would educate and engage readers in the weeks before products dropped.

Automated Flow Framework

With our retention marketing team on top of Klaviyo set-up and launch of all automated flows, we tasked our developers with coding the transactional emails that would come from Rare Beauty’s connected Shopify apps. We customized these emails for a cohesive brand experience and optimized them using the same email and industry best practices as we did in Klaviyo.

Beauty Best Practices

All industries are not created equal. Cosmetics brands, for instance, tend to have fewer SKUs, more hesitation to buy without trying, and a growing demand for ethical and sustainable ingredients and production. Having worked with a wide range of beauty brands, UN/COMMON built on our past learnings by leveraging the subject matter experts on our team to grow the Rare Beauty eCommerce business.

The UN/COMMON team was really thoughtful in the recommendations they made regarding industry best practices; an understanding of the market; as well as an understanding of our business and brand-related goals.

- Bernice Merlini, Vice President, ecommerce & Digital Marketing for Rare Beauty by Selena Gomez