CASE STUDY / PETA JANE BEAUTY
How Peta Jane Beauty Grew Attributed Email Revenue 95.5% in a Year
Peta Jane Beauty is a self-tan and body care brand with 5,000+ five-star reviews and features in Forbes, HELLO!, and People. Rising ad costs meant new customers alone couldn't carry growth, and too many first-time buyers weren't coming back. Accent Studio rebuilt Peta Jane's lifecycle program from the ground up and layered in SMS to turn one-time tanners into repeat customers.
95.5%
YoY increase in attributed email revenue
27%
Lift in repeat purchase rate
25%
Increase in topline revenue from email + SMS
Client
Peta Jane Beauty
Industry
Beauty — self-tan & body care
Accent Studio's Role
Lifecycle Strategy, Flow Architecture, SMS Integration
Package
Retention Accelerator+
Timeframe
9 months
Website
petajanebeauty.com
Flows Built & Reworked
6
THE CHALLENGE
Loyal customers, but not enough of them
Rising acquisition costs
Paid ads were getting more expensive, and diminishing returns on ad spend made growth from new customers alone unsustainable.
One-and-done buyers
A large share of customers were purchasing once and never returning, leaving revenue on the table that repeat purchases should have captured.
A basic flow system with no room to grow
Peta Jane had only the fundamentals in place, with no advanced flows to guide customers past that first purchase or bring lapsed buyers back.
THE GOALS
Rebuild around behavior, not one-time discounts
Goal #1
Map the full customer journey and rebuild the core flows — Welcome and Post-Purchase — while adding the ones that were missing.
Goal #2
Layer SMS into every flow to boost open rates and create timely nudges alongside email.
Goal #3
Convert first-time buyers into loyal, repeat customers without relying on more ad spend.
THE APPROACH
Six flows, mapped to the full customer journey
Accent Studio partnered with Peta Jane Beauty to design and optimize their lifecycle flows, integrated with timely SMS campaigns for maximum engagement. The Welcome and Post-Purchase flows were revised to build first-purchase confidence and turn buyers into repeat customers through better usage tips, cross-sells, and reorder reminders. A new Re-Engagement flow brought lapsed customers back with personalized offers, and a new VIP Priority flow rewarded top spenders with early restocks and exclusive perks. The Abandoned Cart flow was refreshed with more touchpoints and social proof, and SMS was layered across every flow to create timely nudges alongside email.
Each flow was mapped to a stage of the customer journey — Discovery, Consideration, Decision, Action, and Repeat Purchase — so Peta Jane connected with customers at the right moment, every time.
EMAILS BUILT
A few of the flows as subscribers received them
THE APPROACH
Six flows, mapped to the full customer journey
Accent Studio partnered with Peta Jane Beauty to design and optimize their lifecycle flows, integrated with timely SMS campaigns for maximum engagement. The Welcome and Post-Purchase flows were revised to build first-purchase confidence and turn buyers into repeat customers through better usage tips, cross-sells, and reorder reminders. A new Re-Engagement flow brought lapsed customers back with personalized offers, and a new VIP Priority flow rewarded top spenders with early restocks and exclusive perks. The Abandoned Cart flow was refreshed with more touchpoints and social proof, and SMS was layered across every flow to create timely nudges alongside email.
Each flow was mapped to a stage of the customer journey — Discovery, Consideration, Decision, Action, and Repeat Purchase — so Peta Jane connected with customers at the right moment, every time.
THE RESULTS
A year later
+27% lift in repeat purchase rate
Customers came back, proving the power of flows built around them specifically.
+25% increase in topline revenue
Directly from optimized email and SMS channels over a one-year period.
+95.5% YoY increase in attributed email revenue
Driven by the rebuilt lifecycle program.
Higher engagement and LTV
Stronger customer KPIs across the board, building a foundation for long-term growth.