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Updated: 14 hours ago
FRAGRANCE & BEAUTY · CASE STUDY
How ESAS grew tracked owned-channel revenue 49% year on year
Thrivelia helped the fragrance brand strengthen campaigns, introduce SMS and build lifecycle journeys around the difficult step from discovery kit to full-size fragrance.
March–August 2026 vs March–August 2025
01 · THE CONTEXT
The starting point
ESAS had an unusually important first product: the Discovery Kit. It brought customers into the brand, but the journey from sampling to choosing a full-size fragrance was difficult.
The customer had to decide which scent felt right, understand how the credit worked and justify a higher-value second purchase. At the same time, the account needed deliverability work, a cleaner segmentation model and a broader campaign strategy.
THE COMMERCIAL QUESTION
How do you turn fragrance discovery into confidence, then confidence into a full-size purchase?
02 · THE WORK
Build the journey around decision support
Condense the implementation plan
The original three-month flow roadmap was compressed into two months. Welcome, cart, browse and post-purchase foundations came first, followed by discovery-kit credit, decision support, scent wardrobe and product-affinity journeys.
Make expertise part of the brand
ESAS was founded by chemists. Thrivelia incorporated that credibility, alongside awards and press, into clean creative that built trust without overwhelming the customer.
Rebuild campaign variety
Campaigns moved beyond product launches. Education, interaction, brand-building and storytelling were added to reduce audience fatigue and give customers more reasons to engage between launches.
Introduce SMS as a commercial channel
SMS was added to welcome and campaign activity, then expanded carefully. It moved from a marginal contribution in the comparison period to $20.7k in tracked revenue.
Improve capture and deliverability
The team consolidated segments and controlled sending while the Klaviyo health score improved from 56 to 65. A new pop-up more than doubled the previous desktop submission rate in an early comparison and later reached 6.76% despite lower site traffic.
03 · THE CREATIVE
See the work.
Selected Summer ’95 and Iris Milk campaign creative from the August 2026 design page.
Explore the full messages. Hover to pause, or open an email to inspect it.
04 · THE RESULTS
The result
Tracked owned-channel revenue
March–August 2026 vs March–August 2025
Tracked owned-channel revenue reached $474.4k from March to August 2026, up 49.3% from the same months in 2025.
Campaigns drove most of the increase. Tracked campaign revenue rose 116.7%, from $131.6k to $285.3k. SMS revenue grew from $815 to $20.7k.
Flow revenue was broadly flat, rising 1.6% to $189.1k. That is commercially important because it shows both the achievement and the next opportunity. The programme created strong growth through campaigns and SMS while the more difficult discovery-to-full-size journey remained a major optimisation area.
The wider business also grew during this period. The comparison describes attributed channel performance, rather than isolating email’s incremental effect.
Direct Klaviyo reporting confirms that the Thrivelia-built programme included live welcome, abandoned checkout, browse abandonment, site abandonment, post-purchase education, discovery-credit and loyalty journeys during the period.
Result | 2025 | 2026 | Change
Tracked owned-channel revenue | $317.7k | $474.4k | +49.3%
Tracked campaign revenue | $131.6k | $285.3k | +116.7%
Tracked flow revenue | $186.1k | $189.1k | +1.6%
Tracked SMS revenue | $815 | $20.7k | +2,438.3%
Source: Hiro Analytics. March–August 2026 vs March–August 2025. Revenue is platform-attributed, not a measure of incremental revenue. SMS is a channel view and must not be added to campaign and flow totals. Percentages use unrounded source values; displayed values are rounded.
05 · WHAT CHANGED
A more useful customer journey.
Campaigns became the primary growth driver, increasing 116.7%.
SMS developed from a small channel into a meaningful revenue contributor.
Deliverability improved while segmentation was consolidated.
The lifecycle programme became more specific to discovery-kit economics.
Flow performance remained the clearest next growth opportunity.
THE TAKEAWAY
The best case studies do not hide the unfinished work. ESAS grew tracked owned-channel revenue 49.3%, with campaigns and SMS doing most of the lifting. The next level is turning more discovery-kit buyers into confident full-size customers.
Thrivelia is here for when profit matters.
WHAT TO APPLY
Give campaigns a distinct job.
Plan each campaign around one customer decision, then measure its contribution separately from automated journeys. A stronger campaign programme should add useful reasons to return between flow messages.
QUESTIONS ABOUT THE WORK
What this case study shows.
How can email help turn a fragrance sample buyer into a full-size customer?
ESAS NYC’s lifecycle work addressed the step from discovery kit to full-size fragrance, alongside campaigns and SMS. For a similar programme, use the sampled products and the customer’s decision stage to organise education and next-product guidance. The reported 49.3% tracked owned-channel growth covers March–August 2026 versus 2025; it does not isolate the causal effect of the sample-to-full-size journey.
What should a retention programme measure beyond email revenue?
Track second-purchase rate at a consistent customer age, time to the next order, product progression and customer lifetime value. Separate new and mature cohorts so a change in acquisition volume does not distort the diagnosis. These are evaluation principles for the next stage of work, not additional results claimed for this project.
What could your retention programme do next?
Find the opportunities in your customer journey.
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