Economics-Driven Retention Strategy

Turn Email + SMS Into
30–50% of Your Beauty Brand's Revenue

Guaranteed or you don't pay.

Book Your Free 5 Step Audit

BEAUTY · FRAGRANCE · PERSONAL CARE

Innacos Labs MiraMé WildRace Scarlet Period Lab Lounge Naytrual Beauty
Email marketing example

Built by beauty. Backed by retention strategy.

The Contoured Method

Economic expertise meets beauty consumer psychology. Turn browsers into buyers and buyers into believers through email & SMS.

01

Decode

We analyze your customer data through an economic lens - tracking where customers drop off, how they respond to pricing, and how current market conditions are affecting buying behavior.

02

Design

We build and design acquisition and retention emails tailored to your key customer segments - discount-sensitive buyers get different messaging than first-time buyers or VIP repeat customers.

03

Deliver

We A/B test everything and monitor performance continuously. When economic shifts happen, we're already in your data adjusting strategy before revenue drops.

Wildrace
£0.32 Rev/Recipient
Case Study →
Scarlet
185% Rev Increase
Case Study →
Book Your Free 5 Step Audit

Done-for-You, From Set Up To Send

01

Growth Strategy

We analyze your customer data against current economic conditions to identify where you're losing customers and why - then build a roadmap to fix it.

Segments Trends Analysis Audits
02

List Growth

We design and test pop-ups and lead capture forms to capture visitors you already paid to reach - turning browsers into buyers.

Popups Testing Forms SMS
03

Campaigns

We create and send strategic campaigns across 5 content pillars - so consumers buy at full price, not just on discount.

Calendar Copy Design Testing
04

Automations

We design and build all your lifecycle flows - welcome, abandonment, post-purchase, and retention - tailored to each stage.

Acquisition Retention Setup
05

SMS & Mobile

We build a coordinated SMS strategy that aligns with email, stays compliant, and reaches customers at critical high-impact moments.

Strategy Compliance Testing
06

Lifecycle Management

We manage your account end-to-end - tracking performance and deliverability, reporting on what's working, and optimizing continuously.

Delivery Reports Optimization
Book Your Free 5 Step Audit
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Beauty email campaign design example
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Client Testimonials

"Within a month, our Klaviyo attributed revenue increased by 183%. Laura audited everything, fixed broken automations, and built a clear plan. She's efficient, independent, and transparent—she sets you up for long-term success, not dependency."

Jo Barry

Owner, Scarlet Period

"Laura is an absolute pleasure to work with. The clarity in communication and turnaround is top notch. We absolutely love having her as part of the team!"

Tanya Abriol

Celebrity Hairdresser & Co-Founder, MiraMé

"We've seen a huge increase in email subscribers and are definitely converting more sales as a result. Working with Laura was something well worth doing. We would without a doubt recommend her."

Jordan Pearce

Founder, WILDRACE

"Working with Laura was such a seamless and creative experience. She instantly understood Naytrual Beauty's tone and visuals, bringing our email marketing to life. Everything felt completely on-brand, elevated, and effortless."

Nelly Ballo

Owner, Naytrual Beauty

"We have thoroughly enjoyed working with Laura! She is very responsive, fast, and thorough in both her research and follow through."

Megan Cox

Owner, Innacos Labs

Case Studies

Results that speak louder than words. Here's a glimpse at some of our success stories.

Feminine Hygiene

Scarlet Period

Scarlet faced a strategic mismatch: high AOV but low LTV due to their sustainability-focused consumer base and high-quality, long-lasting products. By repositioning their hero product and rebuilding their acquisition pipeline, we turned email into their primary revenue driver.

185% Lift in Klaviyo Revenue (30 Days)
53.8% Total Revenue from Email
Scarlet Period email campaign examples
Luxury Fragrance

Wildrace

Starting from just ~200 subscribers in Q1, Wildrace needed to scale for Q4. We built a complete flow architecture and executed a seasonal campaign strategy that delivered massive ROI without relying on discount tactics.

£0.32 Revenue Per Recipient
38% Email Attributed Revenue
Wildrace email campaign examples
Laura - Founder of Contoured Content
Founder

Laura O'Connor

MSc Applied Economics · 7 Years in Beauty Content · Experience across DTC, B2B & Aesthetics

"Your customers' buying behavior changes when the economy does. Your email strategy should shift with it."

7+ Years in Beauty Content
MSc Applied Economics
3x Beauty Verticals

The Contoured Method

From Set Up to Send

A complete acquisition & retention email & SMS system from list growth to pre-purchase flows, post-purchase flows, and weekly campaigns.

haircare email example
makeup email example
Email Example candles

Pre-Purchase Flows

Convert browsers into buyers during the critical first 45 days. Each flow guides your customer through discovery, problem awareness, product clarity, and intent - building purchase confidence at every touchpoint.

product feature
quiz email
Abandoned site flow
Abandoned Checkout flow

Post-Purchase Flows

Target buyers within the critical 90-day retention period to reduce time to second purchase and turn one-time buyers into loyal believers of your brand.

Review Request email

Weekly Campaigns

Nurture your email list with 3-4 segmented sends per week across educational, social proof, community, and product content designed to handle objections and prime for purchase when you send promotions.

testimonials email example
quiz style email example
educational email example

High-Converting Pop-Up

Just a 1-2% increase in your pop-up conversion rate can translate into tens of thousands more dollars in revenue each year. Ongoing pop-up optimization is one of the most important parts of our acquisition and retention process.

pop up optimization makeup
pop up optimization welnness
pop up optimization personal care

Browsers → Buyers → Believers

We structure lifecycle messaging around one clear progression: Beauty customers need different messaging at different stages in their buying journey.

01

Browsers

94% of prestige buyers also buy mass-market¹Source: McKinsey (2024)
+

From 1st-time visitors to close-to-converters, they are comparing options, questioning price, and looking for reassurance.

The Reality: Cold audiences used to convert in 7 touchpoints, now it takes 20+. Efficacy and value must be conveyed instantly across every gap in the journey.

02

Buyers

103% Average 1st-order payback in beauty²Source: Decile (2025)
+

The most fragile stage. Brands either build solid retention or lose momentum. Email's role is to reinforce confidence, set usage expectations, and support the transition to the 2nd purchase.

The Opportunity: For high-LTV brands, retention during the critical 90-day window is where actual profit happens.

03

Believers

25.9% Avg. Repeat Purchase Rate³Source: MobiLoud (2025)
+

Repeat purchasers at a critical inflection point. They respond best to recognition, reward, and relevance—not repetitive discounting.

The Fix: Beauty's average is below the ecom standard (28%). Retention strategies are crucial for sustainable growth, especially for low-AOV brands.

Decode → Design → Deliver

We approach email and SMS systematically: Research first, structure second, execution last.

01

Decode

40% of beauty consumers try a new brand every 3 months¹Source: BoF & McKinsey (2025)
+

We get obsessive with your customer data - tracking hesitation, drop-off, and churn in every product and pricing category, how your audience responds to current economic conditions and the consumer psychology driving their behavior. Not what outdated generalized market data predicts.

The Difference: Most brands optimize based on generic AI research reports and stale benchmarks. We stay on top of the beauty market daily and obsess over your data until we understand what's stopping sales.

02

Design

40% more revenue from personalized strategies²Source: McKinsey & Company (2021)
+

Most email systems are thrown together using templates that don't match how beauty customers (let alone your specific audience) actually buy. We rebuild from the ground up: audit what's broken, and build an acquisition and retention strategy tailored to your key customer segments - so discount-sensitive buyers get different messaging than your VIPs.

The Difference: Everything is custom for your audience, your products, and your market reality.

03

Deliver

37% higher ROI from consistent A/B testing³Source: Litmus State of Email
+

We don't just set and forget. We implement and then A/B test everything - design, messaging, timing - while monitoring deliverability and optimizing continuously.

Beauty moves fast. When a new report says consumers are entering recession mode, we're already in your data - cross-referencing against your last 30 days of performance, repurchase rates, and click-to-purchase changes. We spot the shift so we can adjust strategy before it tanks revenue.

Frequently Asked Questions

We work exclusively with beauty, fragrance, and personal care brands - combining economic and behavioural analysis with deep industry knowledge.

Most agencies optimize based on generic AI research reports and stale benchmarks. We stay on top of the beauty market daily and obsess over your data until we understand what's stopping sales.

Our founder holds an MSc in Applied Economics and has 7 years of experience in beauty content across DTC, B2B, and aesthetics - so your email strategy is built on real consumer data, not generic templates.

Full email & SMS acquisition and retention services from strategy to set up to send.

That includes economic & consumer research, list building through pop-ups and other forms, deliverability, segmentation strategy, campaigns, acquisition & retention flows, ongoing performance analysis and optimization - including copy, design, full upload, and scheduling.

We handle everything hands-on - all you do is approve before we send, and we keep you updated every step of the way.

Initial results from list growth optimization, repairing broken flow connections, and the first new sends are generally noticeable within 14 days.

The 30-90 day period is where you see significant lift - deliverability improvements, flows performing better or new ones taking off, and campaign strategy driving more revenue than before.

Every beauty, fragrance, or personal care brand's requirements are different and we offer a tailored approach to each. Our fee per email is $250 and we create custom packages of flows and campaigns that make the most sense for your brand.

Contracts are month to month - cancel any time - and for qualifying brands, we guarantee 30-50% of your revenue earned through email within 90 days, or we work free for an extra 30 days until we get you there.

Book a call and we'll determine if there's a fit and what the investment looks like.

No. We operate on a month-to-month basis. If you're unhappy for any reason, we'll part ways on good terms.

Our strategy is comprehensive and the investment is best placed for brands earning at least $40k per month on average.

Beauty email campaign design example
Luxury beauty email marketing design example
Skincare email campaign creative example
Personal care email marketing design example
Beauty brand email template design example
Beauty product review email design example
Abandoned checkout email for beauty ecommerce example
Fragrance and personal care email campaign design example
Beauty testimonial email design example
Suncare email marketing campaign design example
Abandoned cart email for skincare brand example
Beauty email campaign design example
Luxury beauty email marketing design example
Skincare email campaign creative example
Personal care email marketing design example
Beauty brand email template design example
Beauty product review email design example
Abandoned checkout email for beauty ecommerce example
Ingredient education email for skincare brand example
Beauty testimonial email design example
Suncare email marketing campaign design example
Abandoned cart email for skincare brand example

Ready to Acquire & Retain More Customers for Your Beauty Brand?

An email & SMS retention system where economic expertise meets beauty consumer psychology. Done for you from set up to send.

Book Your Free 5 Step Audit View Case Studies
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