Habibi

Luxury Beauty

September 16, 2024

01
Project Overview

Below you’ll learn how we helped Habibi NY, a luxury fragrance brand, transform their email and SMS marketing strategy by shifting from aggressive sales tactics to focusing on storytelling, luxury, and brand education. This approach not only rebuilt trust with their high-end customers but also realigned their messaging to reflect the brand's true values of quality and exclusivity.

Before us

02
Challenge

Habibi NY faced a challenge of having their brand perception weakened due to excessive discount-driven emails, which were misaligned with their luxury identity. The overuse of aggressive sales strategies threatened to alienate their loyal clientele, reducing the effectiveness of both their email and SMS campaigns.

03
What We Did

We pivoted Habibi NY’s marketing strategy by introducing more editorial, story-driven content into their emails. Our focus shifted from hard sales to content that reinforced their values—luxury, exclusivity, and craftsmanship. We also restructured their email automation flows to reflect these values and optimize customer engagement.

after

Results
Achieved

Trusted by 350+ Brands

92%

Click-through rate increase

45.3%

Increase in conversions

Know Who You Are & Stay True to Your Brand

We helped Habibi NY rediscover their core identity by moving away from aggressive sales techniques. A luxury brand needs to communicate its value through quality, exclusivity, and experience. We shifted their messaging to reflect these core values, helping rebuild the trust they had lost with their customer base.

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Experiment with Content Structure

To elevate Habibi NY’s luxury image, we experimented with a more editorial approach, introducing magazine-style email layouts that resonated with their high-end audience. These changes helped reinforce the brand’s premium positioning while ensuring the emails remained accessible and mobile-friendly.

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Review and Refine Your Automation Regularly

Even though Habibi NY’s email automation wasn’t failing, it was misaligned with their brand goals. We revised their automation flows, using data-driven insights to ensure their messaging remained flexible, relevant, and in line with their luxury image. Regular updates kept the brand's communications fresh and engaging.

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Takeaways for Other Brands

Stay True to Your Brand:
- Luxury brands can’t afford to compromise their identity with aggressive sales tactics. Habibi NY went back to focusing on storytelling and craftsmanship, reminding us that it’s not always about the sale—sometimes it’s about the experience.
Mix Up Your Content:
- Don’t be afraid to play with new layouts or formats. Habibi NY went full editorial with their emails, and it worked wonders. Experiment with how you present your content, but always make sure it’s on-brand and mobile-friendly.
Keep Your Automation Fresh:
- Just because your automations are working doesn’t mean they couldn’t work better. Habibi NY reviewed their automations regularly, making sure everything still aligned with their luxury vibe. The takeaway? Don’t get too comfortable—there’s always room for improvement.
Pay Attention to What’s Working:
- Habibi NY’s audience loved the quiz in their emails, so we leaned into that and featured it more. Your customers are always telling you what they like—through clicks, engagement, and responses. Listen to them, and double down on what’s resonating.