AS Beauty extends CRM-powered personalization into web experience with Klaviyo Customer Hub
20%
growth in Klaviyo-attributed revenue across portfolio over 2 years
12M+
active Klaviyo customer profiles
$1M+
in revenue from Customer Hub in less than a year
AS Beauty is a major group of female-founded beauty brands. Their largest DTC brand, founded by celebrated New York makeup artist Laura Geller, formulates makeup and skincare products for mature skin. Meanwhile, Bliss World focuses on spa-grade skincare, and Julep specializes in easy-to-use, Korean-inspired beauty products. The group’s diverse portfolio uses Klaviyo to build relationships with over 12 million subscribers.
Learn how AS Beauty brand Laura Geller guides customers from discovery to conversion at scale
Challenge: Personalized makeup guidance in owned channels that flatlines at the website
It’s easy to start shopping for beauty products, then get overwhelmed with choices. Which product? Which shade? Should I buy online, or in-store?
At Laura Geller in particular, the journey comes with an added layer of complexity: many older customers only have experience buying makeup in brick-and-mortar stores.
“We’re often helping guide our customer through the makeup-buying experience digitally for the first time,” says Katherine Cabe, senior director of retention at AS Beauty.
Doing that for millions of customers, across various channels and devices, throughout the buying journey? That takes sophisticated, scalable technology.
Laura Geller’s existing stack wasn’t ready.
We're setting out to create a personalized experience for each customer that really incorporates everything including how they found us to begin with, how they experienced us on site, what they purchased, and what messages they respond to.
They used Klaviyo to power personalized lifecycle messaging, but they wanted to expand that personalization into their web experience, making it easy for browsing customers to find account-specific insights from order history to product recommendations.
Their clunky account management system couldn’t do that. Customers submitted frequent service queries about how to even log in, let alone access key information.
"We're setting out to create a personalized experience for each customer that really incorporates everything including how they found us to begin with, how they experienced us on site, what they purchased, and what messages they respond to,” Cabe says.
They were already well on their way. But they needed to connect their existing personalization engine, Klaviyo, with the front end of their website.
Solution: A B2C CRM-powered web experience, tailored to each customer
To facilitate this ultra-personalized guidance at enterprise scale, Laura Geller added on Klaviyo Customer Hub: a sidebar of personalized account information that displays on the site and simplifies the log-in process.
Account-holders who click through to the Laura Geller site from a Klaviyo message find themselves automatically logged in to Customer Hub, where they can easily access their order history, personalized product recommendations, and more.
In less than a year, Customer Hub has generated more than $1 million in revenue, and AS Beauty’s customer service team has already seen a drop in log-in-related tickets.
It's really great to manage our customer accounts in the platform where we do everything else. Our Klaviyo profiles paint a full picture of each customer.
Customer Hub also enriches Laura Geller’s CRM with new engagement data, as do other recent add-ons. The brand recently launched Klaviyo push notifications to support their new app, and pulls Meta and TikTok data into Klaviyo via paid media integrations, creating custom journeys for customers who sign up or purchase on social.
"It's really great to manage our customer accounts in the platform where we do everything else,” says Cabe. “Our Klaviyo profiles paint a full picture of each customer.”
Strategy: Threading 1:1 guidance through the full funnel with Klaviyo
Laura Geller has richer CRM data than ever before, pulled from Shopify, their owned marketing channels, social, and Customer Hub. Now, they’re leveraging Klaviyo to roll out more personalized guidance throughout the customer journey.
For shoppers on the fence about buying makeup online, for example, they’re planning on experimenting with targeted “Try before you buy” messaging on their website and in Customer Hub content blocks. Once customers show interest through on-site engagement, they’ll receive “Try before you buy” lifecycle offers.
What channel will the customers receive those offers on? Laura Geller can personalize that with Klaviyo’s AI-powered channel affinity logic, which they’ve already rolled out in several automations. It ensures the multi-channel subscriber experience emphasizes the channel where a customer’s most likely to engage.
Next, Laura Geller plans to expand their personalized guidance into new, Klaviyo-powered formats across owned channels, web, and beyond.
"We know there are more complicated legacy tools out there,” Cabe says, “but Klaviyo has been our partner of choice as long as it has because it’s ready and willing to match pace with our growth.”
We know there are more complicated legacy tools out there, but Klaviyo has been our partner of choice as long as it has because it’s ready and willing to match pace with our growth.
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