Case Study: BREAD

Brand Overview

Bread Beauty Supply is a haircare brand founded in 2020 by Maeva Heim, designed to simplify and elevate routines for textured hair—especially curly, coily, and kinky types. Its core philosophy is about embracing natural hair and making care effortless.

The Challenge

The brand is facing a decline in repeat purchases and has no win-back flow structure in place. Repeat purchases are an essential part of driving revenue growth and this needs to be resolved to optimize revenue generation. Result of the low repeat orders include:

- Higher Customer Acquisition Costs (CAC)

- Lower Customer Lifetime Value (LTV)

- Cash Flow Instability

- Poor Retention Metrics

- Weak Brand Loyalty & Community

The Goal

- Lift in repeat purchase rate

- Generate incremental revenue without additional ad spend

The Strategy

I designed a 3-email win-back flow in Klaviyo, triggered when a customer hadn't ordered from the brand within 60 days (aligned with the natural purchase cycle).

I introduced the brand's new "cereal-set" which features two of their best selling, high value, mega savings duo products.

The limited edition BREAD cereal box packaging it comes in will generate interest from the brand's core Gen-Z audience.

The Implementation

- Email #1: Introduction of the limited edition combo, products' ingredients reinforcement, social proof (reviews + UGC)

- Email #2: Incentivized limited time offer (20% discount with dynamic code) + free shipping on orders over $50 on this limited edition product

- Email #3: Final reminder message introducing urgency

Approach:

- Mobile-first layouts and copy for busy, on-the-go customers

- Templates created for easy iteration

Segmentation excluded customers who had already purchased in the last 30 days

Emails: Win-back sequence (Email 1-3)

Klaviyo: Win-back sequence Automation (Email #1, #2 & #3)

Projected Results (based on consumable benchmarks)

Over 60 days:

+38% increase in Open Rate

+4.7% Click-Through Rate

+6.2% Conversion Rate

+18% increase in repeat purchase rate

Why It Works

By strategically timing and personalizing the win-back sequence, the brand reactivated previously lost customers and significantly boosted lifetime value.