Case study 04

SkinUp México

IPL is a considered purchase: it needs enough explanation to build trust, and enough urgency to survive Hot Sale week.

Klaviyocampaigns and lifecycle flows
MXlocalised Mexican Spanish
IPLconsidered-purchase category
Role

Email & Ecommerce Designer

Scope

Campaign concepts, art direction, promotional assets, lifecycle flows, localisation

Period

2025 to 2026

The challenge

Balance education and conversion in the same inbox: a sceptical first-time buyer and a repeat customer chasing a discount, in localised Mexican Spanish.

I built a monthly campaign system: seasonal promotions, Hot Sale and last-chance pushes, myth-versus-reality education, testimonial layouts, repeat-buyer segments and abandoned-cart flows. Offers, pricing comparisons, instalment options and the 30-day guarantee all have a fixed place in the hierarchy so the reader never has to hunt for them.

Tools Figma, Photoshop, Klaviyo

Promotional email

A hierarchy built to move fast from offer to benefit to proof to action, without the email feeling overloaded.

The financing closes the email: in Mexico, Aplazo and KueskiPay are what unlock a $2,000 ticket.
Same sale for the VIP list: darker background and two gifts added, instead of cutting the price further.
Valentine's flipped: the gift is for yourself. The catalogue does the rest.
The testimonial is the headline. It closes by answering "does it work on me" with the list of body areas.
Instead of just reminding the cart, it projects the result: session one, weeks two to four, weeks six to eight.
To someone who already bought it does not sell the same thing again: it turns her into the recommendation.
"For mum (or for you)": one parenthesis opens the same email to two different buyers.
Sells the whole routine, not the device on its own, and uses the customer count as the proof.

Click any email to see it full size.Tap an email to see it full size, and swipe the strip for the rest.

What I delivered

A closer look at the areas I owned or supported throughout the project.

01

Campaign concepts

Visual directions for Hot Sale, Valentine's, Mother's Day, last-chance and flash-sale moments.

02

Product storytelling

Benefit-led layouts, myth-versus-reality education and treatment timelines that explain IPL without slowing the offer down.

03

Lifecycle flows

Abandoned-cart, repeat-buyer and re-engagement emails designed as a sequence rather than one-offs.

04

Offer hierarchy

Clear presentation of discounts, instalments, guarantees and social proof: over 120,000 customers.

Impact

A campaign system that made the product easier to understand while keeping the bold energy a time-sensitive ecommerce promotion needs.