Peta Jane

About the Brand

Peta Jane Beauty is a growing personal care brand known for its clean, skin-friendly tanning products. Like many in beauty & wellness, they were facing rising acquisition costs and needed a way to grow revenue without simply pouring more dollars into ads.

RESULTS

Within the first 90 days of implementing these flows, Peta Jane Beauty saw:

• +27% lift in repeat purchase rate
• 25% increase in topline revenue from email alone
• A stronger sense of customer loyalty, reflected in higher engagement and customer lifetime value

Within one year, Peta Jane Beauty saw:

An overall increase YOY of 95.5% for attributed email revenue highly influenced by these changes we implemented.

CHALLENGE

• Paid acquisition was becoming more expensive.
• A large portion of customers were buying once but not returning.
• The brand needed a retention strategy that could turn first-time buyers into loyal repeat customers.

OUR APPROACH

Accent Studio partnered with Peta Jane Beauty to provide in-depth consultation to design and strategy – optimizing their backend lifecycle flows.

We focused on three key areas:

1) Welcome Flow

Set expectations, highlight brand values, and drive first purchase confidence.

2) Post-Purchase Flow

Delivered usage tips, cross-sells, and reminders to reorder, turning first-time buyers into repeat customers.

3) Re-Engagement / Win-Back Flow

Brought lapsed customers back with a “I’m not me, when I’m not tan” theme showcasing before and after shots and a discount to try again.

4) VIP Priority Flow

Make customers who spend the most feel extra special with priority restocks, specialized product recommendations, and free gifts.

5) Abandoned Cart Flow

Refreshed the strategy of this flow to include more touch points right when the customer needs them and added more interactive user generated content, reviews and social sharing of other customers results.

KEY TAKEAWAY

For beauty & wellness brands, long-term growth doesn’t come from chasing one-time buyers – it comes from creating seamless customer experiences after the first order.

By dialing in lifecycle flows, Peta Jane Beauty unlocked consistent, predictable revenue growth without increasing ad spend.