top of page
14_TheShaveRoutine-Lifestyle_1449.jpg

Nood

Nood is a DTC ecommerce brand specializing in at-home hair removal devices and dermatologist-backed skincare.

Marketing and Brand Strategy
Go-To-Market Strategy
Email and SMS
Loyalty
Subscription

Nood empowers people to embrace their most authentic self by freeing them of both unwanted hair and outdated beauty standards. Approachable, affordable, and innovative personal care products help customers feel good as hell—and ready for anything—on their terms.

Browse Abandonment
Situation

After years of paid media and acquisition success with the hero product, The Flasher 2.0, the brand needed to prioritize retention, lifecycle, and loyalty efforts through owned channels to maintain growth goals and align updated brand standards.

Task

Optimize flows for single product portfolio.

Nood’s product portfolio requires education. v1 Browse Abandonment provided zero educational value to customer, and the flow exhausted standard paid media ad value props like 90-day money back guarantee, $169, and 8 weeks until hair free.
 

Step 1 | Define Browse Abandonment

  • People who visited site and viewed a product and did not place in cart

  • Opportunity to re-engage the customer
     

Step 2 | Analyze the customer journey

  • Browse abandonment signals low buying intent

    • These people are top of funnel and gathering information. In traditional brick and mortar, we bucket them as window shoppers
       

Step 3 | Evaluate creative

  • The Nood lexicon is not for the everyman. We need to create educational tools to nudge hesitant shoppers beyond price point.

Action

Create 4 email series highlighting the science and educational needs of The Flasher 2.0 and provide a realness with social proof content. Answer questions customers actually ask themselves.
 

⒈ Product Comparison

⒉ Customer Testimonials

⒊ How-To-Guide

⒋ FAQ

Results

Significantly improved engagement + revenue KPIs:

  • Revenue: +11%

  • CVR: +1%

  • Click Rate: +2%


Abandoned Cart
Situation

After years of paid media and acquisition success with the hero product, The Flasher 2.0, the brand needed to prioritize retention, lifecycle, and loyalty efforts through owned channels to maintain growth goals and align updated brand standards.

Task

Optimize abandonment flows for single product portfolio and answer the question Why should potential customers purchase from Nood.
 

Step 1 | Define Abandoned Cart

  • People who placed item in cart and did not go through checkout
     

Step 2 | Analyze the customer journey

  • Higher buyer intent than Browse Abandonment, which leads to different customer questions
     

Step 3 | Evaluate creative

  • Redundant information in the v1 Welcome Flow and v1 Abandoned Cart. v2 Abandoned Cart will resolve potential objections. Flow logic will allow customers to be in flows simultaneously.

Action

Create 3 email series answering potential objections and maintain Nood’s unique brand voice:

  • Will this work for me?

  • Is this worth the price?

  • Is this a product I'd like?

Results

  • Revenue: +17%

  • CVR: +2%

  • Click Rate: +4%


The Eraser Launch
Situation

We needed to expand our product portfolio to service those who are unable to use The Flasher 2.0 or who did not find success with The Flasher 2.0. IPL technology does not work on certain skin tones and hair color. We launched The Eraser to expand our customer base and product offering.

Task

Develop GTM comm strategy for email + sms for new and recurring customers.
 

Positioning

  • The secret to the softest skin you’ve ever had

  • Gentle, pain-free hair removal

  • Exfoliates to reveal smoother, healthier, and softer skin

  • No ingrown hairs, knicks, cuts, or razor burn

  • Safely use on dry skin

  • Great for travel and using on-the-go

  • Sustainable hair removal with no refills needed for over 1 year

  • Works on ALL skin tones and hair types

  • Buffs away bumps from Keratosis Pilaris (KP) and Strawberry Skin

Action

Created email + sms touchpoint journey and prioritized active skincare subscribers to improve LTV.

  • 5 email + 1 SMS campaign sequence

    • Email 1: Teaser email to drive SMS Early Access

    • SMS 1: Early Access​

    • Email 1: Early Access: Product Launch

    • Email 2: HIW

    • Email 3: Unopens of Email 1

    • SMS 2: Product Positioning

    • Email 4: Social Proof

    • Email 5: FAQs

Results

Achieved 30-day revenue goal of $100K in 6 day

Learnings

38% of sales came from returning customers indicating brand loyalty. The Eraser achieved ideal product positioning and market fit as it is an alternative to shaving like The Flasher 2.0. 

bottom of page