[BEAUTY]
point of view
[ABOUT THE BRAND]
Point of View (POV) is a beauty brand redefining what goes on before makeup. Founded by makeup artist and influencer Mikayla Nogueira, POV was born from a simple observation: great makeup starts with great skin prep. Rooted in Korean skincare philosophy, POV delivers barrier-first formulas that hydrate, strengthen, and balance skin—creating the ideal foundation for makeup, or nothing at all. POV celebrates individuality without rules and beauty from every angle, on your terms.
Services: Email Automations, Launch Strategy, Email Capture Optimization, SMS, International Flows Set-Up, Shopper AI, Waitlist Set-Up
[SUMMARY]
Built a retention engine capable of keeping pace with one of beauty’s fastest-moving launch calendars
When we joined POV in May 2025, the brand was preparing to restock its fully sold-out skin prep line, with only weeks to get a complete retention ecosystem operational before traffic surged. What began as a rapid automation build quickly expanded into a full-scale CRM partnership spanning launch strategy, international expansion, SMS migration, and lifecycle optimization across both the US and Canada.
By the end of 2025, email and SMS had generated $10.32M in attributed revenue, accounting for 54% of total brand revenue. But the bigger achievement was building a retention program that matched the brand itself: premium, community-driven, visually elevated, and strategically disciplined. Every campaign was designed to drive conversion without sacrificing the editorial feel, emotional connection, or brand equity that made POV distinctive in the first place.
[CHALLENGE]
How to build a high-performing retention engine for a brand designed to sell out fast
POV operates at the speed of a beauty brand built around anticipation, scarcity, and rapid-fire product drops. Major launches landed every four to eight weeks, each requiring a complete retention strategy spanning pre-launch warm-up, waitlists, launch-day cadence, and post-launch nurture. The challenge wasn’t simply driving revenue; it was sustaining momentum in an environment where hero products regularly sold out.
That created a deeper operational challenge: every campaign needed contingency logic built in. If a product sold out, the customer journey couldn’t simply stop. Alternate hero products, restock waitlists, and “next drop” pathways all had to be mapped in advance so the brand could continue converting without going quiet.
At the same time, POV’s positioning introduced strategic constraints. As a premium, community-led beauty brand, we didn’t see aggressive discounting as an option. Retention had to be driven through storytelling, education, exclusivity, and emotional connection rather than constant promotional pressure.
The customer base also skewed heavily toward first-time buyers, placing additional pressure on retention to convert one-time purchasers into repeat customers. Midway through the partnership, the complexity increased further with the launch of the Canadian market, requiring location-based segmentation, currency logic, market-specific flows, and operational coordination across two storefronts within a single Klaviyo ecosystem.
