BEAUTY BY IMAGINATION
Beauty by Imagination (BBI) is a leading global beauty company behind a portfolio of trusted haircare brands, including Wet Brush, Ouidad, and Bio Ionic. The company creates innovative products and styling tools for consumers and professional stylists alike.
Brief
Objective: Beat 2022 Black Friday/Cyber Monday performance for Wet Brush, Ouidad, and Bio Ionic — without diluting each brand's identity.
I led the creative direction for the campaign, creating a cohesive visual system that refreshed each brand's identity while supporting the client's goal of increasing sales. Working from messaging developed in collaboration with the Digital Marketing team, I translated key content into conversion-focused email designs tailored to specific customer segments. I also partnered with the Senior Designer for creative support and quality assurance throughout the project. Together, this approach helped all three brands maintain strong engagement and deliverability while surpassing revenue goals.
Tools
41%
of total revenue in November attributable to email marketing across all three brands.*
*WetBrush is excluded from this portfolio.
36%
average decrease in unsubscribe rate compared to BFCM 2022.
87%
increase in Ouidad’s email revenue compared to BFCM 2022.
Built for urgency. Every design decision was made with conversion in mind. The email system used countdown timers, promotional banners, and exclusive limited-time messaging to push customers toward action — visual cues that got sharper as promotions escalated from VIP early access through Black Friday, Cyber Week, and Cyber Monday.
Built for consistency. As the campaign evolved across those stages, my team and I adapted visual hierarchy, hero imagery, and product selection to match — without losing a shared brand system. Working closely with the Digital Marketing team, we made sure the strategy behind each send (urgency, offer hierarchy, product focus) held together even as the look adapted brand to brand.
Approach
Bio Ionic
YoY growth in campaign revenue for November.
For Bio Ionic, I used the brand's high-quality lifestyle photography to showcase the products in real-life settings, helping customers picture them in their everyday routine. Since the goal was to drive sales, I made the 30% off promotion the primary focus by giving it the most visual emphasis above the fold. The gift-with-purchase offer was also featured prominently to add value and encourage conversions. The layout was kept clean and balanced to highlight both offers without overwhelming the hero section.
18.4%
New All-time High
Campaigns hit a new all-time high in revenue for the month.
36%
Decrease in unsubscribe rate from BFCM 2022.
For Ouidad, the focus shifted toward product photography, so I made sure the products were featured prominently above the fold. To create more impact during the BFCM season, I incorporated a flashing promo—a common visual treatment used to grab attention during major sales events. The hero section was intentionally kept clean to encourage users to continue scrolling, while the gift-with-purchase offer was introduced as a subtle teaser in the hero and fully revealed in a dedicated banner further down the email.
Ouidad
6%
YoY growth in campaign revenue for November.
87%
YoY growth in email revenue during BFCM 2023.
60%
of total revenue from email for November.
