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Framar

Full Retention Management for International Beauty/Salon Brand

Framar, a global leader in the beauty and haircare space, partnered with us to supercharge their customer lifecycle with an end-to-end email retention strategy. Known for their colorful, creative salon tools, Framar needed a way to turn one-time shoppers into loyal brand advocates. We built a high-converting email system that fused visual storytelling with data-driven automation, and delivered results at scale.

100%

Retention Marketing Management

27%

Increase in Overall Flow Revenue

19%

Increase in Klaviyo Revenue

13%

Increase in Average Order Value

27%

Increase in Repeat Purchase Frequency

51%

Average Klaviyo Revenue
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The Problem:

Strong Brand, Weak Lifecycle Retention

Despite their cult-like following among stylists and salon pros, Framar was missing the backend systems needed to maximize customer retention and revenue. They had high traffic, solid products, and a vibrant brand—but underutilized lifecycle email.

Key Challenges

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No consistent flow structure or optimization across customer journeys.
Red square button with a white X symbol inside, representing a delete or close action.
Weak post-purchase retention and repurchase strategy.
Red square button with a white X symbol inside, representing a delete or close action.
Underperforming email campaigns lacking visual alignment with the brand.
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No clear segmentation based on buyer behavior or lifecycle stage.
Red square button with a white X symbol inside, representing a delete or close action.
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The Strategy:

Lifecycle Design Meets Visual Storytelling

To bridge the gap between brand and backend, we rolled out a full retention system tailored to Framar’s visual aesthetic and high-purchase-frequency customer base. Every flow and campaign was designed to look and feel like the Framar brand—while being backed by advanced automation, segmentation, and customer insight.

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Complete Flow Overhaul
We redesigned every lifecycle email—from welcome to winback—to reflect Framar’s tone, colors, and high-energy personality, while aligning each one with key revenue-driving behaviors.
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Segmentation That Converts
Active stylists, dormant salon owners, first-time buyers, high-value customers—each got unique messaging flows to increase relevance and conversions.
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On-Brand Campaigns
Built a monthly calendar of highly visual, product-focused campaigns designed to boost engagement, showcase new drops, and drive urgency.
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The Execution:

What We Built

This wasn’t just another retention setup. We turned Framar’s email channel into a branded experience that not only matched their aesthetic—but also performed at scale.

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100% Retention Channel Ownership
Our team handled everything: strategy, segmentation, copy, design, scheduling, and reporting—allowing Framar’s internal team to stay focused on growth.
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Education-Based Product Flows
Every product recommendation email came with usage tips and pro hacks, helping stylists get more value from every tool—and return for more.
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Launch & Seasonal Campaigns
Leveraged Framar’s cult fanbase and seasonal shopping moments (like Back to School, Pride Month, etc.) to create buzz, increase sales, and build community.
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Data-Driven A/B Testing
Subject lines, designs, send times, and CTAs were constantly tested and iterated to maximize performance month over month.

The Results:

A Scalable Retention Engine for Global Growth

With a complete retention system in place, Framar now has an email engine that’s as beautiful and bold as their product line—driving revenue daily, automatically.

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100%

Retention strategy management (flows, campaigns, optimization)
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27%

Increase in flow-driven revenue
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29%

Increase in total Klaviyo-attributed revenue
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18

Months of consistent growth in LTV and engagement
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