The Challenge
Cetaphil lacked a post‑purchase CRM journey to thank customers, reinforce loyalty, or encourage replenishment. Messaging was inconsistent, and the brand had no structured way to cross‑sell, up‑sell, or surface regimen‑based recommendations tied to confirmed purchases.
The Solution
I defined the creative vision and established the visual direction for a new conversion nurture journey—building a cohesive email and SMS system that used purchase data to personalize content, introduce regimen extensions, surface YMAL pairings, and drive continuous engagement. Each touchpoint was intentionally crafted to add value without overwhelming subscribers.
The Results
Client praised the journey as a long‑missing piece of their CRM ecosystem—finally delivering the thoughtful, data‑driven post‑purchase experience they always envisioned. The new nurture sequence is now live, driving loyalty, cross‑sell opportunities, and a more connected lifecycle experience.
