How Image Skincare Grew Customer Lifetime Value by 120%

The Brief

Image Skincare is a premium cosmetics retailer focused on anti-ageing and facial care products, operating in the UK, Scandinavia and Europe. They came to us to help grow their customer lifetime value.

Specifically, they needed:

• Email marketing automation — flows to support the business in customer service, client communication and more precise customer segmentation.
• Copywriting for email marketing.
• Data reporting on email marketing and website sales.

The Challenge

This was a one-off project aimed at increasing profitability and customer lifetime value. First, it was necessary to understand the customer purchase journey — including which products are bought together and what opportunities exist to upsell additional products to the existing active customer base.

How We Got There

We integrated Klaviyo with additional custom settings to track email performance in granular detail. Then:

• Customer segmentation and tagging in the Klaviyo CRM.
• Personalised upsell funnel strategies created for each customer persona.
• Dynamic upsell funnels that automatically tagged customers based on how they engaged with email content. When their preferences changed — tracked by how they interacted with products on the website — the email flow automatically adjusted the type of content they received. This ensured people always received relevant content, even if their preferences shifted months later. It worked dynamically with no manual intervention.
• Recommendation and feedback flows to support existing customers in inviting friends and colleagues to try the products.

The system took 6 months to build and test. The only thing Image Skincare needed to do going forward was add new emails to the existing automated flows. The longer the flows, the greater the potential revenue per email contact.