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r.e.m. Beauty

Improving retention and onboarding for Ariana Grande’s cosmetic line

woman wearing r.e.m. beauty

The Problem

r.e.m beauty is a makeup line designed by celebrity Ariana Grande. The products are available DTC but also within retail stores. Their owned marketing efforts were lacking foundational onboarding touch points resulting in a disjointed user journey.

The Solution

  • Optimized lead capture to 1) help grow the database and 2) collect shoppers product interest to fuel a personalized onboarding experience
  • Enhanced welcome flow to increase brand education and personalized product recommendations
  • Launched 5 foundational flows
  • Develop a robust segmentation strategy for tailored campaign outreach



increase in lead capture submit rate


lift in welcome flow’s contribution to total business revenue


increase in email revenue attribution