Case studies · Beauty & Skincare

How We Mapped Every Step Of The Customer Journey For Margaret Dabbs.

A prestige beauty brand with clinical heritage, complex product lines and consumables customers genuinely need to rebuy: none of which email was capturing.

+54%

Email revenue increase in six months

28%

Of email revenue from replenishment flows built from zero

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★★★★★ 100% satisfaction rate ·40+ brands helped

About the brand

A prestige beauty brand with clinical heritage, complex product lines and consumables customers genuinely need to rebuy: none of which email was capturing.

The challenge

What Was Holding Them Back.

Challenge 01

Consumables with no replenishment engine

Serums and treatments that empty in six to ten weeks, with nothing timed to the repurchase window. Customers were rebuying elsewhere or lapsing entirely.

Challenge 02

A product architecture email ignored

Foot, hand and fragrance lines with distinct buyers and routines, flattened into generic sends that spoke to nobody’s actual regimen.

Challenge 03

Clinical authority going unused

Podiatry heritage and expert credibility, the brand’s true differentiator, absent from the email programme entirely.

The approach

How We Fixed It.

01

Map the journey end to end

Every touchpoint from first browse to loyal repeat charted, with the gaps ranked by revenue impact before anything was built.

02

Replenishment by product cadence

Repurchase flows timed to each product’s actual usage cycle (a 30ml serum is not a foot file), triggered from purchase date with usage tips at midpoint and a refill prompt as it runs low.

03

Regimen-based segmentation

Buyers grouped by line and routine, so a foot-care devotee gets clinical foot content and cross-sell into hand care. Never a scattergun catalogue.

04

Authority-led flows

Welcome and post-purchase rebuilt around expert content: how to use it, why it works, the clinical story. Converting through credibility rather than discounting.

05

The journey QA loop

Quarterly review of the mapped journey against actual behaviour, promoting what converts and rebuilding what doesn’t.

The results

What Moved.

Replenishment, regimen segmentation and clinical authority turned a quiet channel into a working one.

+54%

Email revenue increase in six months

28%

Of email revenue from replenishment flows

2.1×

Repeat purchase rate among regimen-segmented buyers

“They had an immediate impact. Campaigns looked beautiful and helped us sell through a huge amount of stock.”

Maria, Margaret Dabbs

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★★★★★ 100% satisfaction rate ·40+ brands helped·£10M+ revenue generated

“They'd found us more revenue before we'd even signed anything. The call alone was worth it.”Callum, CGS Direct

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