RECREATION BEAUTY — EDM Flows Refresh
The Art of the Welcome
A strategic redesign of Recreation Beauty's automated Welcome Flow, transforming their first impression into a high-converting customer journey.
PROJECT SERVICES
★ Project-based Design Support
THE CONTEXT
Recreation Beauty creates 100% clean, consciously crafted perfumes and body oils. Their existing Welcome Email flow functioned mechanically, but it lacked the premium, sensory feel of their actual products.
THE CHALLENGE
The challenge was to redesign the 4-part Welcome Flow to not only look more luxurious but to actively drive first-time purchases. We needed to update the typography, introduce strategic cross-selling (like their Discovery Set and Scent Quiz), and make the emails feel like an editorial experience rather than a basic discount delivery system.
EMAIL 01: THE INTRODUCTION
A Sweeter
First Impression
The first email sets the tone for the entire brand relationship. We moved away from the heavy, dark imagery of the original design and introduced a lighter, cleaner aesthetic that aligns with their "clean beauty" ethos.
Before
After
EMAIL 02: FOUNDER STORY & FAVOURITES
Storytelling
Meets Selling
Email 2 introduces the founder's story. We tightened the layout to make the personal letter more readable while immediately following it up with actionable "My Fave Products" recommendations.
We redesigned the product blocks to showcase two products per row, making the email visually balanced and easier to browse on mobile, while constantly reminding the user of their 10% welcome discount.
After
Before
EMAIL 03 & 04:
Building Trust
As the welcome flow progresses, the goal shifts from brand introduction to driving the first purchase. For the third email, we elevated the social proof. Instead of a standard text list of reviews, we created visual "moments" by pairing customer quotes with subtle background textures that reflect the sensory ingredients of each perfume. We kept the surrounding background clean and white to maintain a light, editorial feel while encouraging users to explore specific product categories.
In the final email, we delivered the last reminder for the 10% welcome discount, softening the message with brighter, more inviting header imagery. To capture hesitant buyers, we strategically introduced lower-barrier entry points: we highlighted the "Discovery Set" for "commitment phobes" and added a prominent call-to-action for the "Signature Scent Quiz" to help undecided customers find their perfect match.
Before
After
