How Living Proof Expanded Its DTC Business
Living Proof is a Boston-based haircare brand rooted in science. Founded by a group of hairstylists and biotech scientists, the brand now has more than 50 products, twenty patents, 165 awards, and millions of brand enthusiasts worldwide. Core to the brand’s growth strategy: it’s direct to consumer business.
Ilana Cohen is Living Proof’s senior ecommerce manager. She oversees all of the brand’s direct to consumer (DTC) business on its website and Amazon.
Ilana spoke about the brand’s growing ecommerce business and the opportunities the brand sees in this space, why Living Proof became a Klaviyo customer in summer 2019, and how they’ve been able to both expand their business and prepare for their next phase of growth as a result.
As Living Proof ramped up their DTC business, Ilana said the brand soon realized that the marketing automation platform they were previously using to support their email marketing program was too limited and it wasn’t the right solution to help the brand embark on its next phase of growth. To support their growth, Living Proof wanted to improve their email open rates and deliverability. They also wanted to become more sophisticated with how they used marketing automation and with the marketing strategies they used to target specific buyer personas, so they sought a new solution.
Knowing they needed to make a change, Ilana and her team looked at different solutions, including Klaviyo, which was recommended by fellow online brand builders.
How Living Proof integrated Klaviyo with Salesforce Commerce Cloud in a quick, easy, and affordable way
Before making the decision to move to Klaviyo, though, the Living Proof team needed to first understand what it would take to integrate this new marketing automation platform with their ecommerce store, which the brand runs on Salesforce Commerce Cloud.
While some may think the process would be overly time-consuming, complex, and considerably costly, Ilana says Living Proof found the process to be rather quick, easy, and affordable.
Why personalization and segmentation are marketing strategy fundamentals for Living Proof
Once the integration was complete, Living Proof was able to quickly begin using personalization and segmentation strategies with their email marketing program that Ilana said they were limited with before they made the move to Klaviyo.
One of the first marketing strategies that Living Proof quickly launched was an abandoned cart flow to accompany their abandoned checkout flow. Within two weeks, this new flow was live and results show it worked: these flows helped to increase revenue per recipient (RPR) by 21 percent. Living Proof also created a Cyber Weekend campaign, which drove an 8.5 percent increase in Cyber Weekend revenue over 2018.
What’s more, with personalization and segmentation now at the center of its email marketing strategy, Living Proof saw its Q3 owned revenue driven by email marketing increase 514 percent year-over-year (YOY) and its Q3 number of successful email deliveries increase 432 percent YOY, as well.
Ilana also spoke about why growing their subscriber list is a top priority for the brand.
To grow their list, Living Proof launched a quiz to help people find the right hair mask for their particular needs and offered them a free sample for subscribing. They also wanted to mitigate the risk of early unsubscribes, so rather than sending mass email blasts, Living Proof created segmented campaigns based on a subscriber’s level of engagement—for example, sending emails only to people who’ve opened or clicked an email within the last six months.
Since Living Proof started using Klaviyo in late summer 2019, their email list has grown by more than 29 percent.
Because growing their email list is a top priority, Living Proof also needed an effective, automated way to both welcome new subscribers to the brand and engage them as they began their relationship. Ilana spoke about how Living Proof created a welcome series to do just that.
Owned marketing is core to Living Proof’s DTC growth strategy, and with Klaviyo, the brand has been able to execute that strategy—they’re now capturing more data about their customers they in turn use to create more relevant, personalized marketing experiences. Ilana spoke about one such way the brand collects customer data to inform its marketing strategy.
Marketing advice: Ilana’s pro tips
Based on her experience as an online brand builder, Ilana shared some advice on effective marketing strategies that ecommerce marketers should be using if they’re not already doing so today.
When asked about the one thing she’d do to build better relationships with Living Proof’s customers this year—cost, resources, and other priorities aside—Ilana said she’d love to get a product, the brand’s dry shampoo which is a cult-favorite among beauty editors, celebrity stylists, and everyday consumers, into their hands.
What’s ahead: Living Proof’s next phase of growth
As Living Proof continues to grow, Ilana says that consumer education is a top priority.
Living Proof plans to delve deeper into owned marketing. The brand will use its website and email marketing program to provide extensive education on the brand’s products and ingredients to both enhance their relationships with customers and help them make more informed purchasing decisions.
Along with creating more educational content, Ilana said that personalization and segmentation will continue to be key strategies that Living Proof will use to create more engaging and relevant experiences for their customers.