← All email work
Welcome · 5 emails
Melanie Mills Hollywood
Shoppers don't doubt the glow. They doubt which shade is theirs, on a final-sale policy, and whether a celebrity brand is for real people.
Concept project: the brand did not commission this work. No performance results are claimed. Brand assets belong to the brand.
Hover an email to scroll it, click to open it, and scroll sideways for the whole flow.
Email 1
Deliver the offer, teach the basics
Email 2
Make the founder a person you trust
Email 3
Remove shade anxiety
Email 4
Proof that answers objections
Email 5
Convert the fence-sitters
The insight
285 reviews showed the fears in customers' words: the wrong shade, "will it look like glitter?", and size vs price.
Decisions I made
- Shade help before the sale. Swatches, six skin tones, a quiz and a sampler.
- Handle constraints honestly. The sold-out spray shows "Notify me".
- Only facts I could verify. The brand's pages disagree on free shipping, so no email states a threshold.
What I'd measure
- Quiz starts and sampler share
- Click rate on email 2 vs email 1
- Incremental orders from email 5 vs a holdout