![Rare Beauty](https://cdn.shopify.com/s/files/1/0214/9816/7396/files/RB_9b7c4878-3694-4da4-bb2f-2c399aaee74c.jpg?v=1704382975)
![rare-beauty](https://cdn.shopify.com/s/files/1/0214/9816/7396/files/RB.png?v=1704383033)
Industry
Beauty & Cosmetics
Services
Consumer Retention
An international pop star, a highly anticipated product line, and just one month to prepare for an international brand launch. UN/COMMON partnered with Rare Beauty by Selena Gomez on a go-to-market strategy that balanced email marketing and industry best practices with the uniqueness the brand was founded on.
%Increased in Owned Revenue
%Increased in Automated Flow Conversion Rate
![rare beauty](https://cdn.shopify.com/s/files/1/0214/9816/7396/files/rare-beauty-full.jpg?v=1704473751)
Retention Program Buildout
Even when the clock is ticking, our team always thinks before we act. Prior to launch, our to-do list included capturing subscribers, synchronizing email and SMS sends, and strategizing content that would educate and engage readers in the weeks before products dropped.
![rare beauty](https://cdn.shopify.com/s/files/1/0214/9816/7396/files/RB_201.png?v=1704369691)
![rare beauty](https://cdn.shopify.com/s/files/1/0214/9816/7396/files/RB_d9fe97bf-d1cd-406e-a40c-150670fc8eec.jpg?v=1704383101)
Automated Flow Framework
With our retention marketing team on top of Klaviyo set-up and launch of all automated flows, we tasked our developers with coding the transactional emails that would come from Rare Beauty’s connected Shopify apps. We customized these emails for a cohesive brand experience and optimized them using the same email and industry best practices as we did in Klaviyo.
![rare beauty](https://cdn.shopify.com/s/files/1/0214/9816/7396/files/RB_5a387da6-7865-47bd-9d91-772110db5a69.jpg?v=1704383120)
![rare beauty](https://cdn.shopify.com/s/files/1/0214/9816/7396/files/RB_20_281_29.jpg?v=1704925744)
Beauty Best Practices
All industries are not created equal. Cosmetics brands, for instance, tend to have fewer SKUs, more hesitation to buy without trying, and a growing demand for ethical and sustainable ingredients and production. Having worked with a wide range of beauty brands, UN/COMMON built on our past learnings by leveraging the subject matter experts on our team to grow the Rare Beauty eCommerce business.
![rare beauty](https://cdn.shopify.com/s/files/1/0214/9816/7396/files/rare-full-2.jpg?v=1704474037)
The UN/COMMON team was really thoughtful in the recommendations they made regarding industry best practices; an understanding of the market; as well as an understanding of our business and brand-related goals.
- Bernice Merlini, Vice President, ecommerce & Digital Marketing for Rare Beauty by Selena Gomez
Core partners
![Klaviyo](https://cdn.shopify.com/s/files/1/0214/9816/7396/files/klaviyo-master-elite-badge-light_201.png?v=1704888601)
We’re in the top 0.2% of Klaviyo Master Elite Partners—in the world. It’s a stat we’re super proud of so you can expect our service to match.
tech stack
![](https://cdn.shopify.com/s/files/1/0214/9816/7396/files/shopify_400x400_203.png?v=1700493023)