Brand Overview
What They Sell
Conscious, minimalist skincare rituals engineered to hydrate, balance, and restore natural radiance using clean, lightweight, small-batch formulas.
Target Audience
Skincare minimalists and wellness-focused individuals seeking intentional, barrier-conscious routines without the overwhelm of complex multi-step systems.
Tone of Voice
Premium, minimalist, educational, calming, & intentional
Tools Used
Shopify · Klaviyo · Figma · Pinterest
client
SESE (Web password: sese)
year
'26
KLAV
FLOW
STRAT
Challenge
SESE Skincare launched with a striking, high-end visual identity and exceptional formulas—but faced massive consumer choice paralysis and zero automated email infrastructure. Customers didn't know which products suited their skin, and there was no system to onboard subscribers, recover lost checkouts, or retain buyers through routine education.
Problem
• Intense consumer choice paralysis regarding skincare routines • No onboarding or guided educational experience for new subscribers • Missing zero-party data collection to personalize the customer journey • No automated replenishment system for consumable, habit-based products • Zero checkout or browse recovery strategies in place
Goals
• Build a comprehensive 7-stage lifecycle retention ecosystem • Launch a zero-party data quiz to eliminate choice paralysis instantly • Deliver hyper-personalized product recommendations automatically • Establish a high-converting cart and browse recovery framework • Automate the repurchase cycle using data-driven replenishment timing
Strategic Approach
The 7 lifecycle flows were architected to span the entire customer funnel, anchored by a custom quiz framework. By capturing skin goals and texture preferences upfront via a free, code-free Klaviyo form, the system bypasses complex apps to route users into completely dedicated, static ritual tracks—blending editorial beauty with automated precision.
• Zero-party data routing over generic blasting — immediate segmentation based on real-time quiz inputs • Dedicated ritual email variants — static, pixel-perfect template tracks (Hydration, Balance, Recovery, Daily) for complete aesthetic control • Frictionless cart permalinks — direct-to-checkout multi-product bundling to maximize quiz conversion rates • Predictive replenishment pacing — timing emails perfectly with product depletion rates to capture repeat orders effortlessly • Educational value injection — prioritizing barrier-conscious science over aggressive discounts to protect luxury brand margins
Flow Breakdown
KPI Target (metrics)
Metric Type
Industry Benchmark Target
The Strategy to Achieve It
Quiz Conversion Rate
15% - 25% completion rate
Welcome Flow Open Rate
45%
Attributed Revenue
20% - 30% of total store revenue
Repeat Purchase Rate
15% Increase within 90 days
Key Strategic Insights
• Quiz-driven segmentation completely eliminates choice paralysis, resulting in highly qualified clicks and immediate trust. • Static, multi-column template tracks give 100% aesthetic and design control, bypassing brittle code loops while maintaining a luxury editorial layout. • Bridging the welcome and quiz flows ensures that even if users miss their initial results, the onboarding system safely guides them back. • Predictive replenishment timing turns consumable skincare into predictable, automated monthly recurring revenue. • Case-sensitive property mapping (SESE_Skin_Goal) allows manual values to override missing dropdown data seamlessly in Klaviyo.
Next Step Recommendations
• Build a VIP tier based on post-purchase historical lifetime value (LTV) • Optimize replenishment timing based on individual product volume metrics • Integrate post-purchase review generation to build automated social proof
Reflections
This project allowed me to build a fully automated, retention system from scratch for a premium skincare brand. By designing a native zero-party data quiz and a 7-stage lifecycle system, I proved that luxury aesthetic design and highly technical e-commerce automation can live together perfectly. The resulting framework gives SESE a highly scalable, automated ecosystem that eliminates consumer hesitation and maximizes customer lifetime value.