Jones Road Beauty grows Klaviyo-attributed BFCM revenue 167% YoY

Jones Road Beauty, legendary makeup artist Bobbi Brown’s clean beauty brand, began with Brown asking a simple question: “Why can’t I find makeup products that are both clean and high-performance—that don’t sacrifice one for the other?”

It seemed possible. And she decided to make them.

In 2020, Jones Road Beauty launched with a line of products that adhered to ingredient guidelines more stringent than even the EU’s: no potentially harmful ingredients like phthalates, sulfates, and more.

In 2023, their natural-looking products brought in $100M+ in revenue, and they had their best BFCM to date. Here’s how.

Learn how Jones Road used Klaviyo to execute a record-setting BFCM—without a discount

Challenge

Jones Road Beauty doesn’t do sales. Not even over BFCM.

“We feel like we don’t need to discount,” says CMO Cody Plofker. “We’re able to do other things to generate demand at these peak moments.”

We feel like we don’t need to discount. We’re able to do other things to generate demand at these peak moments.

For example: For the past 3 years, they’ve offered a much-requested, limited-edition product over the holiday weekend: Mini Miracle Balms, the brand’s best-selling, multi-purpose highlighter.

The challenge is, supply of a limited-edition product is… limited.

Jones Road used to tease the drop one day in advance, with messaging like “Something’s coming…”—and then sell out on the first day of BFCM.

This left loyal customers “upset” and out of the loop, Plofker notes—and on the business end, it meant the team wasn’t maximizing revenue or getting a pulse on total demand.

So in 2023, they did things differently.

Solution

To start, Jones Road ordered a lot more product than they did in 2022. And they announced the limited Black Friday drop 4 days in advance—not one.

“It was a matter of priming our customer base and our audience as much as possible, and then hoping that we had enough,” Plofker explains.

The first 30 minutes of Black Friday 2023, Jones Road brought in as much revenue as they did in all of BFCM weekend in 2022, Plofker reports.

And they ordered enough to meet the demand. Even on Cyber Monday, they had Minis left in stock. In fact, their Miracle Balm was a top-selling product on Shopify during Cyber Monday 2023, according to Shopify President Harley Finkelstein.

Strategy

How did Jones Road Beauty use Klaviyo to execute this strategic shift—and grow their Klaviyo-attributed BFCM revenue 167% YoY? They made a few key updates:

• They drove 4 days of Mini demand to a Klaviyo sign-up form: Starting the Monday before Black Friday, all the Mini drop announcement ads and posts drove to a Klaviyo form. The majority of form viewers, 59.2%, signed up for updates.
• They updated their evergreen flows to spotlight the Minis: During BFCM, they added a note about the Minis to their browse and cart abandonment flows. “Klaviyo’s flow builder made it really easy to update those,” Plofker says—even with one email marketer on his lean team.
• They messaged the drop differently for different segments: Prospects who had taken the Miracle Balm Shade Finder quiz but never purchased—a segment the team can easily spin up, thanks to Klaviyo’s Octane AI integration—received messaging about trying multiple shades to find their perfect match. For VIP repeat buyers, messaging was more about gifting their favorite product, to ensure it felt relevant.

“The ease of creating segments in Klaviyo and spinning up personalized emails plays a big part in our BFCM strategy,” Plofker says. “If you want to grow any DTC business, you’re on Shopify and you’re on Klaviyo. You shouldn’t even waste time considering anything else.”

The ease of creating segments in Klaviyo and spinning up personalized emails plays a big part in our BFCM strategy. If you want to grow any DTC business, you’re on Shopify and you’re on Klaviyo. You shouldn’t even waste time considering anything else.