REFY Beauty used customer data to triple click rate during a new product launch

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REFY Beauty, known for their cruelty-free and clean beauty products, has been on a mission to simplify beauty since 2020. Since then, they’ve sold more than 2.5 million products, including their viral Brow Sculpt and Lip Collection.

Recently, they launched a concealer range with 24 shades, highlighting the brand’s focus on makeup for all—and their thoughtful, data-driven approach earned REFY the Most inspiring launch award at The Klicks 2024.

*All stats courtesy of REFY Beauty

Learn how REFY used Klaviyo to launch their new product range

Objectives

To launch their new concealer range, REFY implemented a highly segmented, multi-phase email campaign across pre-launch, launch, and post-launch stages. According to Catrin Lansdown, CRM Executive, their goals were to:

• Showcase inclusivity: Highlight its brand values by featuring diverse models and imagery that reflect a wide range of skin tones.
• Engage loyal customers: Offer early access to exclusive events in four major cities as a thank-you to loyal subscribers.
• Use data to personalise: Capture essential customer information, such as skin tone, to deliver tailored recommendations and content for a truly personal experience.

Strategy

Using Klaviyo, REFY executed a data-driven and automated approach to achieve its objectives:

1. Build confidence in digital shade-matching. Recognising the challenges of buying concealer online, REFY used 4 (sold-out!) in-person events alongside educational email automations to boost customer confidence in selecting their perfect shade.
2. Collect customer data to enhance personalisation. By gathering data from pre-launch signups and a shade-matching tool, REFY created targeted content more likely to resonate with subscribers.
3. Cross-promote to customers who bought other products. For previous brow and lip customers, REFY created specific emails to connect the new concealer range to their previous purchases.

Results

REFY’s strategy delivered impressive results. During the pre-launch phase, exclusive event invitations were met with overwhelming enthusiasm, and all 4 events sold out within 48 hours. 

At launch, personalised email campaigns drove exceptional engagement, with a 3X higher click rate compared to standard campaigns and a 104% increase in click-through rate compared to the previous 4-week average. 

Post-launch, automated educational flows sustained interest and drove repeat purchases by guiding customers on product use, ultimately enhancing the customer experience and driving loyal brand advocates.

“In product launches and just every day marketing, Klaviyo empowers us to effectively collect and use our customer data,” said Lansdown, “So we can deliver highly personalised experiences that not only stand out but also build genuine relationships with customers.”

With this thoughtfully crafted, data-driven campaign, REFY successfully turned subscribers into loyal concealer buyers, expanded its customer base, and strengthened brand loyalty through an approach that was as inclusive and personalised as its product itself.