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Elin — Moisture Barrier Skincare Line

I led the rebranding of Elin and launched the Moisture Barrier skincare line with a focus on building a cohesive brand identity and high-performing email marketing campaigns.

Using Klaviyo, I designed and automated a welcome flow that introduces the brand story, highlights product benefits, and guides users toward engagement and conversion.

This project demonstrates my ability to combine strategic email marketing, brand storytelling, and visual design to create scalable lifecycle campaigns.

Year

2026

Tools & Execution

Tools I used
  • Klaviyo
  • Canva
  • Adobe Photoshop
  • Adobe Illustrator
  • Miro
What I did

1. Branding & Visual Identity

Developed a cohesive brand identity including logo, color palette, and typography to establish a consistent and premium skincare brand image.

2. Packaging & Product Design

Designed product packaging and labels aligned with brand positioning while ensuring visual clarity and shelf appeal.​

3. Marketing Assets & Campaign Design​g

Created promotional banners and campaign visuals optimized for email marketing and digital channels.​

4. Email Marketing Automation​

Built and automated a welcome flow using Klaviyo, including branded templates, dynamic content setup, and customer onboarding sequences.​

Research

Needs & Goals

MOISTURE BARRIER was developed to provide young women with gentle yet high-performance skincare solutions that support hydration, skin protection, and long-term skin health.

This project focused on executing a full brand-to-email marketing pipeline, including visual branding, email template design, and the setup of an automated Klaviyo welcome flow. The goal was to create a seamless onboarding experience that introduces the brand story, highlights product value, and nurtures early engagement.

By aligning brand identity with lifecycle email automation, the campaign aimed to position Elin as a premium yet approachable skincare brand while building long-term customer trust and engagement.

Target Audience

Age Range: 16 - 25
Gender: Primarily female
Location: North America
Audience Profile: Students, young professionals, and beauty-conscious consumers who actively engage with social media and digital trends.
Psychographics: Trend-aware and visually driven users who value skincare as part of their daily self-care routine. They prefer gentle, high-quality products with strong aesthetic branding and are influenced by lifestyle content, social media marketing, and peer recommendations.

Lifecycle CRM Strategy

Strategy Overview

Customer Journey Map-End-to-end lifecycle CRM strategy:
A full-funnel lifecycle architecture designed to guide users from acquisition to repeat purchase and revenue recovery.

Stage 1 - Awareness (Acquisition & First Impression)

Awareness Flow - Behaviour-Based Welcome Segment
Early-stage segmentation designed to identify engagement intent and personalize subsequent lifecycle paths.

Stage 2 - Consideration (Trust & Intent Qualification)

Behavioural-Triggered Consideration Flow
This stage qualifies user intent by segmenting subscribers based on click behaviour, allowing the brand to differentiate high-intent users from passive readers and tailor the nurture path accordingly.

Stage 3 - Conversion (Intent Acceleration & Purchase Optimization)

Behaviour-Based Click-to-Purchase Flow
This stage accelerates high-intent users toward purchase by dynamically branching between add-to-cart, abandonment, and incentive escalation paths.

Stage 4 - Retention (Lifecycle Extension & LTV Growth)

Post-Purchase Lifecycle & Replenishment Logic
Designed for a consumable skincare category, this retention flow integrates education, replenishment triggers, and loyalty incentives to support sustainable revenue growth.

Stage 5 - Re-engagement (Churn Prevention & Revenue Recovery)

At-Risk Recovery & Win-Back Architecture
This stage identifies at-risk customers based on purchase and engagement inactivity, applying a structured win-back strategy before transitioning users into retargeting or dormancy.

Welcome Flow Automation

Campaign Objective

The primary goal of this email marketing strategy was to convert new subscribers into engaged customers through a structured welcome flow. By introducing the Elin brand story, highlighting product value, and building early trust, the campaign focused on increasing first-purchase intent and long-term customer retention.

Funnel Position & User Journey

Top-of-Funnel Activation Strategy:
The Klaviyo Welcome Flow was positioned as a top-of-funnel activation sequence designed to convert new subscribers into engaged leads. As soon as users joined the email list, the automation triggered an immediate Day 0 welcome email to introduce the brand, set expectations, and establish early trust.

Conversion Strategy

To drive conversions, the campaign focused on:
  • Clear routine-based value messaging to reduce friction for first-time users
  • Strong CTA placement to guide high-intent clicks
  • Visual product hierarchy to maintain premium brand perception
  • Welcome incentives to encourage early engagement
This approach supported quick decision-making while preserving brand consistency.

Personalization & Segmentation Approach

Personalized Dynamic Content:
Dynamic content personalization was implemented using Klaviyo profile variables, including subscriber first-name tags. This allowed the brand to deliver tailored welcome messaging that immediately creates a more engaging and humanized first impression for new subscribers.

Flow Overview

Behaviour-based journey Flow
After the initial welcome email, a timed delay was applied to allow users to naturally interact with the content. A conditional split was then implemented to segment users based on engagement behavior. Subscribers who opened the first email received a follow-up message focused on product education and deeper brand storytelling, while inactive users were routed into a reminder path to re-capture attention and maximize exposure. By structuring the flow around real user behavior, the journey was optimized to guide subscribers smoothly from awareness to consideration, while increasing engagement efficiency and reducing message fatigue.

Builder-Based Template Setup

Klaviyo Visual Builder Workflow
Initial email templates were built using Klaviyo’s visual editor to efficiently structure content blocks and maintain layout consistency. The builder workflow allowed rapid iteration while ensuring scalable template structure for automation use.

Email Template Development

Email Visual Design System

Brand-Aligned Email Layout Design
Email templates were visually designed to reflect Elin’s brand identity, maintaining consistent color palettes, typography hierarchy, and layout spacing across all welcome flow emails. The design system prioritized visual clarity and product-focused storytelling while preserving a clean, premium aesthetic throughout the user onboarding experience.

Builder-Based Template Setup

Klaviyo Visual Builder Workflow
Initial email templates were built using Klaviyo’s visual editor to efficiently structure content blocks and maintain layout consistency.
The use of the builder-based workflow made it possible to speed up the development process, test responsiveness, and utilize templates for efficient automation.

HTML & Inline CSS Enhancement

Custom Styling Using Inline CSS
Where default builder styling was limited, custom HTML and inline CSS were implemented to fine-tune spacing, CTA button styling, typography rendering, and layout alignment. Mobile responsiveness and email client compatibility were considered during development to ensure consistent visual presentation across major inbox environments.

Mobile Optimization

Mobile-First Email Preview
Templates were optimized for mobile viewing by refining padding, font sizing, and CTA spacing to improve thumb-friendly interaction and readability. Mobile previews were tested directly within Klaviyo to validate layout consistency and visual clarity across smaller screen environments.

Project Summary & Key Takeaways

Project Summary
This project focused on designing and building a Klaviyo welcome flow system for the Elin skincare brand concept. The workflow combined visual template creation using Klaviyo’s builder with custom HTML and inline CSS enhancements to improve layout control, mobile responsiveness, and brand consistency.
The project demonstrates a practical email marketing workflow from strategy planning and automation setup to template development and mobile optimization.
Key Skills Applied
  • Klaviyo Flow Automation Setup (Welcome Flow, Trigger Logic, Conditional Split)
  • Builder-Based Email Template Design
  • Custom HTML & Inline CSS Enhancement
  • Mobile-Responsive Email Optimization
  • Brand-Aligned Email Layout Design
  • Visual Content Structuring for Conversion Flow