.png)
.png){kind=small}
Updated: 1 day ago
Ouidad: Welcome Personalisation Case Study
LIFECYCLE CASE STUDY
A better welcome begins with the right curl question.
Ouidad’s project combined seasonal email and SMS preparation with a sign-up concept designed to capture useful curl and customer context.
Creative and scheduling work: October–November 2025
LIFECYCLE CASE STUDY
Three decisions behind the work.
Creative and scheduling work: October–November 2025
01 · THE CONTEXT
The starting point
A more detailed form is only valuable if its answers improve what happens next. Ouidad’s work connected the proposed quiz to profile properties while seasonal production continued in parallel.
THE CHALLENGE
Make the welcome useful before adding more messages.
Ouidad’s October 2025 brief centred on product choice and customer context. A subscriber shopping for their own curls could need different guidance from a salon owner choosing products for clients. A generic welcome could introduce the brand, but the proposed curl questions offered a way to make future recommendations more specific.
The team was also joining an established promotional calendar. The 15 October kickoff confirmed that campaigns were already planned through December. Thrivelia’s role was to improve segmentation, content and creative, and execute production without moving the promotional dates. The welcome and data work had to progress alongside those commitments.
The initial strategy proposed product-first welcome content, more educational post-purchase messages and a balance of promotional, lifestyle and routine-building content. These were directions for the programme. The documented form implementation below shows how the team began creating the customer context needed to support that direction.
02 · THE WORK
The decisions behind the journey.
Design the value of the question
The OptiMonk concept compared a standard sign-up with a curl quiz. Proposed answers included curl context and whether a customer was a salon owner.
Test the connection
The form work checked integrations, lists and custom properties before approval. The team also identified the difference between the dynamic code in the form and the later welcome message.
Prepare for the seasonal change
Black Friday flow variants and email/SMS campaigns were prepared and scheduled around the sale timing. Existing discount messages were reviewed to avoid conflicting offers.
FROM QUESTION TO CUSTOMER PROFILE
The form needed to work all the way through.
On 23 October, Thrivelia proposed an OptiMonk A/B test: a standard signup against a version collecting curl and customer information. Both offered the same 20% incentive, with optional SMS signup. The questions were connected to custom Klaviyo properties so answers could be used in later segmentation, rather than remaining isolated in the form tool.
The proposal also defined who would see the form and how often. It targeted people who were not already subscribers, using a five-second or 20% scroll trigger based on the brand’s previous testing. Repeat displays were capped, with a gap between them. Those settings made audience eligibility part of the test design, not an afterthought.
A practical problem appeared in the coupon step: the dynamic code remained loading. On 24 October, the team traced it to a numeric field receiving “20%” rather than “20” and confirmed that a unique code could then be generated. The lesson is concrete: a form can look complete while the promised reward still fails at the final step.
By 27 October, the team reported that integrations, lists and custom properties had been checked and the form tested. One limitation remained explicit: the form and subsequent welcome email would issue different dynamic codes. That was accepted as a launch recommendation while a future workaround was considered. It was not presented as a single-code experience.
The rollout was phased. The general signup was addressed first, with its previous Klaviyo form due to be disabled when OptiMonk was enabled. Existing Unveild journeys were left in place, and a separate SMS-subscriber-only form required further review of flows and triggers. This kept a tested first phase distinct from work still to be reviewed.
03 · THE OUTCOME
What the work delivered.
A reporting update dated 3 November 2025 recorded that the quiz version had launched, with a 4.77% signup conversion rate and more than 500 conversions at that snapshot. These are reported form conversions, not purchases. The note does not supply an exact observation window or a comparable result for the standard-signup variant, so it does not establish an A/B-test winner or a conversion lift.
The useful transformation was from an email-only signup concept to a tested form collecting usable customer context while seasonal production continued. The remaining commercial question was whether that context improved subsequent recommendations and customer outcomes. The records reviewed here do not answer that question with a controlled revenue comparison.
WHAT TO APPLY
Take the lesson into your own programme.
Do not collect an answer without a plan for using it. Map each question to a customer property and a relevant next message. Check that the incentive in the form still makes sense when the welcome email arrives.
Creative and scheduling work: October–November 2025. This case study covers the specific work described. Journey diagrams explain the approach.
QUESTIONS ABOUT THE WORK
What this case study shows.
Which sign-up questions are worth asking a beauty customer?
Ouidad’s project included a sign-up concept built around useful curl and customer context alongside seasonal email and SMS preparation. Ask for information that can actually change the next recommendation or message. Distinguish a concept or test from a validated result; this case does not claim a measured conversion lift from the proposed personalisation.
What makes email personalisation commercially useful?
Useful personalisation changes the recommendation, explanation, timing or next action based on relevant customer information. Before adding a question or segment, identify the decision it will change. Then compare outcomes with an appropriate baseline; collecting more profile fields or building more branches is not evidence of better performance.
YOUR NEXT CHAPTER
What could your email programme do next?
Find the opportunities in your customer journey.
Original campaign example
Make a broad sale relevant to different needs
The opening offer is followed by a product grid organised around curl types. That structure helps a reader navigate a broad range through a recognisable need. A gift panel and a litres offer add distinct commercial options, while the main palette and repeated shopping actions keep the email coherent. This original campaign shows the creative alongside the published project context.
If using customer preferences to personalise follow-up, confirm the preference source and fallback. Keep customer need, promotional eligibility and purchase history as separate inputs.
Ouidad · Original campaign email · 2025-11-30
Explore the service and a related guide
For a similar customer journey, explore our Klaviyo agency services and the beauty and skincare retention guide. Use the case's scope and measurement context to decide which lessons fit your account.
Review the available engagement scopes and pricing before choosing a delivery model.
Comments