đź’„ Rare Beauty: Building the Email & SMS Engine Behind the Launch
When Rare Beauty prepared to enter the market, they tapped Noticed to build out the foundational email and SMS strategy that would power one of beauty’s most anticipated launches. My role was to develop and direct the strategy, flow logic, and creative optimization for both channels.
🎯 The Challenge
Rare Beauty hadn’t launched yet.
We were starting with a clean slate—but also a massive opportunity. The goal was to build hype, grow the list, and create a high-response launch moment that could convert pent-up anticipation into real momentum on day one.
đź› The Strategy
We started months in advance, knowing that early list-building and engagement would be critical. Our strategy was built around:
Email & SMS Sign-Ups: We created flows that encouraged users to opt into both channels to stay “first in line” for product drops.
Soft Launch Notifications: Pre-launch emails teased the brand, spotlighted values, and built emotional connection ahead of product availability.
Launch-Day Cadence: When the store opened, we deployed conversion-focused emails and SMS to activate the base we’d been nurturing.
On the backend, I built the logic and structure for core automations in Klaviyo:
Welcome Series
Abandoned Cart
Browse Abandonment
Back-in-Stock Notifications
Every message was designed to feel on-brand while pushing toward conversion.
🎨 Execution
I led strategy across email and SMS, collaborating with design to refine layouts and creative treatments for performance. We ensured that every piece—from copy tone to CTA placement—reflected the intentionality and polish Rare Beauty stands for.
đź’ˇ Takeaway
Launches aren’t won the day of—they’re built in the months before.
Email and SMS are your runway. Strategy is your lift-off.
