{"id":42382,"date":"2025-08-07T16:18:52","date_gmt":"2025-08-07T16:18:52","guid":{"rendered":"https:\/\/thedotsociety.be\/?p=42382"},"modified":"2025-12-31T13:15:31","modified_gmt":"2025-12-31T13:15:31","slug":"the-strategic-powder-of-email-lessons-from-kylie-cosmetics-rhode-and-rare-beauty","status":"publish","type":"post","link":"https:\/\/thedotsociety.be\/en\/the-strategic-powder-of-email-lessons-from-kylie-cosmetics-rhode-and-rare-beauty\/","title":{"rendered":"The strategic pow(d)er of email: lessons from Kylie Cosmetics, Rhode, and Rare Beauty"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-jtwvlqm2-3a7d2b78bb86f25086aef43f937e556d main_color avia-section-small avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll  av-minimum-height av-minimum-height-100  container_wrap fullsize'   data-av_minimum_height_pc='100'><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-42382'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-etxyk9-35f8c561d79547a7f7cd37d743325858 sc-av_one_fourth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-etxyk9-35f8c561d79547a7f7cd37d743325858\">\n.flex_column.av-etxyk9-35f8c561d79547a7f7cd37d743325858{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-etxyk9-35f8c561d79547a7f7cd37d743325858 av_one_fourth  avia-builder-el-1  el_before_av_one_half  avia-builder-el-first  beneden first flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><\/div><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3d2t061-4492d517ecf1866d3d172f15dfacb683\">\n.flex_column.av-3d2t061-4492d517ecf1866d3d172f15dfacb683{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-3d2t061-4492d517ecf1866d3d172f15dfacb683 av_one_half  avia-builder-el-2  el_after_av_one_fourth  el_before_av_hr  flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><p><section  class='av_textblock_section av-ju1b8xks-71f9c87a33184b82f31a6cda9cb53486 '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">A deep dive into the Email Marketing Strategies of Kylie Cosmetics, Rhode, and Rare Beauty (with a focus on Automation &amp; Tools)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing Automation is more than just sending messages; it\u2019s about crafting <\/span><b>impactful content<\/b><span style=\"font-weight: 400;\"> that cultivates <\/span><b>community and loyalty<\/b><span style=\"font-weight: 400;\"> and drives <\/span><b>repeat sales<\/b><span style=\"font-weight: 400;\">. Leading beauty brands like Kylie Cosmetics, Rhode, and Rare Beauty demonstrate how distinct marketing automation strategies, deeply intertwined with their brand identities and business objectives, secure lasting success.<\/span><\/p>\n<h3><b>Brand identity woven into email<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The email strategies of these brands are direct reflections of their core identity and business approach, deeply intertwined with market positioning and even acquisition deals.<\/span><\/p>\n<ul>\n<li><b>Kylie Cosmetics:<\/b><span style=\"font-weight: 400;\"> Their fast-paced, trend-focused identity is mirrored in high-frequency email campaigns, creating dynamic brand energy.<\/span><\/li>\n<li><b>Rhode:<\/b><span style=\"font-weight: 400;\"> The minimalist luxury and &#8220;skin-first&#8221; philosophy dictate their content-driven email strategy, reinforcing authenticity.<\/span><\/li>\n<li><b>Rare Beauty:<\/b><span style=\"font-weight: 400;\"> Dedication to self-acceptance and mental health advocacy influences every email, integrating purpose into customer interactions.<\/span><\/li>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ul>\n<h4><b>Kylie Cosmetics: hype and speed<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Kylie Cosmetics fuels rapid demand with a <\/span><b>high-frequency, high-impact<\/b><span style=\"font-weight: 400;\"> email strategy mirroring social media&#8217;s fast pace. Sending weekly emails, they focus on <\/span><b>product launches, restocks, and limited editions<\/b><span style=\"font-weight: 400;\"> as well as flash sales and complementary products. Messaging is direct, visually rich, and uses emojis to create <\/span><b>urgency and excitement<\/b><span style=\"font-weight: 400;\">. They win by constantly delivering &#8220;newness&#8221; and leveraging <\/span><b>fear of missing out (FOMO)<\/b><span style=\"font-weight: 400;\">, converting hype into consistent sales through robust automation (welcome series, cart abandonment, post-purchase flows) via <\/span><b>Klaviyo<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-42392 size-large\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-1030x562.gif\" alt=\"\" width=\"1030\" height=\"562\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-1030x562.gif 1030w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-300x164.gif 300w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-768x419.gif 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-705x385.gif 705w\" sizes=\"(max-width: 1030px) 100vw, 1030px\" \/><\/p>\n<h4><b>Rhode: anticipation and curated connection<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Hailey Bieber&#8217;s Rhode Skin embodies <\/span><b>minimalist luxury<\/b><span style=\"font-weight: 400;\"> and a &#8220;skin-first&#8221; philosophy. Their email strategy avoids traditional <\/span><b>promotions<\/b><span style=\"font-weight: 400;\"> (e.g., &#8220;10% off,&#8221; &#8220;free shipping&#8221;). Instead, it centers on <\/span><b>community-building<\/b><span style=\"font-weight: 400;\"> and high-value content.<\/span><\/p>\n<p><b>Rhode&#8217;s Key Tactics:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>No Promotional Emails:<\/b><span style=\"font-weight: 400;\"> They build anticipation through content, not discounts.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Elevated Content Angles:<\/b><span style=\"font-weight: 400;\"> Emails prioritize valuable content like <\/span><b>back-in-stock updates, FAQs<\/b><span style=\"font-weight: 400;\"> (sourced from customer reviews), and <\/span><b>social proof<\/b><span style=\"font-weight: 400;\"> (customer spotlights, user-generated content).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Community Building:<\/b><span style=\"font-weight: 400;\"> They emphasize brand values and engagement, including <\/span><b>charity initiatives<\/b><span style=\"font-weight: 400;\"> (Black Maternal Health Week).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Simple Yet Effective Design:<\/b><span style=\"font-weight: 400;\"> Templates are simpler, focusing on text and images, prioritizing engagement over elaborate visuals.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Retail Partnerships &amp; Pop-ups:<\/b><span style=\"font-weight: 400;\"> Emails actively promote physical presence.<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone wp-image-42394 size-large\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-1-1030x215.png\" alt=\"\" width=\"1030\" height=\"215\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-1-1030x215.png 1030w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-1-300x63.png 300w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-1-768x160.png 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-1-1536x320.png 1536w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-1-1500x313.png 1500w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-1-705x147.png 705w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-1.png 1920w\" sizes=\"(max-width: 1030px) 100vw, 1030px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Rhode wins by fostering <\/span><b>exclusivity and trust<\/b><span style=\"font-weight: 400;\">, with aesthetically pleasing, informative emails that make customers feel part of a curated community. This strategy cultivates sustainable growth and deep loyalty. Their partnership with e.l.f. Beauty emphasizes founder involvement, preserving the brand&#8217;s core message of curated, simple luxury.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-42396 size-large\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-1-1030x562.gif\" alt=\"\" width=\"1030\" height=\"562\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-1-1030x562.gif 1030w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-1-300x164.gif 300w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-1-768x419.gif 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-1-705x385.gif 705w\" sizes=\"(max-width: 1030px) 100vw, 1030px\" \/><\/p>\n<h4><b>Rare Beauty: Mental health advocacy and product focus\u00a0<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Rare Beauty, founded by Selena Gomez, authentically champions self-acceptance, inclusivity, and mental health advocacy. Their email strategy is effectively weaving in storytelling and community engagement to reflect this mission. However, their frequent inclusion of product-heavy promotional emails (e.g., &#8220;30% off&#8221; or &#8220;20% off all lip products&#8221;) runs a high risk of overshadowing their core message and alienating customers who may feel overwhelmed by the volume of commercial content.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-42398 size-large\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-3-1030x215.png\" alt=\"\" width=\"1030\" height=\"215\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-3-1030x215.png 1030w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-3-300x63.png 300w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-3-768x160.png 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-3-1536x320.png 1536w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-3-1500x313.png 1500w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-3-705x147.png 705w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/08\/TEMPLATE-Blogpost-Banner-Website-NLENG-3.png 1920w\" sizes=\"(max-width: 1030px) 100vw, 1030px\" \/><\/p>\n<h3><b>Unlocking Your Brand&#8217;s Potential<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The success of Kylie Cosmetics, Rhode, and Rare Beauty, whether through high-frequency campaigns, curated content, or mission-driven storytelling, underscores the immense power of a well-executed email marketing strategy. It&#8217;s about <\/span><b>understanding your audience, effective segmentation, personalized automation, and seamless integration<\/b><span style=\"font-weight: 400;\"> with your overall brand narrative and business goals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A couple of best practices:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If every email is a hard sell or a discount, subscribers quickly learn to ignore or delete them. They stop trusting that your emails offer genuine value.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A purely commercial tone positions your brand as merely a vendor. A more balanced, helpful, or inspiring tone elevates your brand to a trusted resource or a community, just like Rhode.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Build brand affinity: when subscribers feel valued and understood, they develop a positive affinity for your brand. This leads to them opening your emails more consistently, engaging with your content, and ultimately becoming advocates.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Train customers to wait for sales: If discounts are the only compelling reason to open an email, subscribers will hold off on purchasing at full price. This erodes your profit margins and conditions customers to expect constant sales.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Post-purchase engagement: after a sale, a commercial tone is particularly off-putting. Instead, emails should focus on product usage tips, support, complementary items (subtly), or community invitations.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For brands aiming to build similar loyalty and achieve remarkable sales, navigating these complex strategies and leveraging the right automation tools can be challenging. This is where a <\/span><b>marketing automation consultant<\/b><span style=\"font-weight: 400;\"> provides crucial value, helping brands analyse their unique position, implement tailored email strategies, optimize automation flows, and integrate with platforms like <\/span><b>Klaviyo<\/b><span style=\"font-weight: 400;\">. The future belongs to brands that master this strategic, impactful approach to customer engagement.<\/span><\/p>\n<\/div><\/section><br \/>\n<div  class='av-social-sharing-box av-ju1btkev-f59141a98e85e75b5a92920338aea74f av-social-sharing-box-minimal  avia-builder-el-4  el_after_av_textblock  avia-builder-el-last  av-social-sharing-box-fullwidth '><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Share this article<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/thedotsociety.be\/en\/the-strategic-powder-of-email-lessons-from-kylie-cosmetics-rhode-and-rare-beauty\/&amp;t=The%20strategic%20pow%28d%29er%20of%20email%3A%20lessons%20from%20Kylie%20Cosmetics%2C%20Rhode%2C%20and%20Rare%20Beauty\" aria-hidden=\"false\" data-av_icon=\"\ue8f3\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Facebook\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href=\"https:\/\/twitter.com\/share?text=The%20strategic%20pow%28d%29er%20of%20email%3A%20lessons%20from%20Kylie%20Cosmetics%2C%20Rhode%2C%20and%20Rare%20Beauty&amp;url=https:\/\/thedotsociety.be\/en\/?p=42382\" aria-hidden=\"false\" data-av_icon=\"\ue8f1\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Twitter\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-pinterest' ><a target=\"_blank\" aria-label=\"Share on Pinterest\" href=\"https:\/\/pinterest.com\/pin\/create\/button\/?url=https%3A%2F%2Fthedotsociety.be%2Fen%2Fthe-strategic-powder-of-email-lessons-from-kylie-cosmetics-rhode-and-rare-beauty%2F&amp;description=The%20strategic%20pow%28d%29er%20of%20email%3A%20lessons%20from%20Kylie%20Cosmetics%2C%20Rhode%2C%20and%20Rare%20Beauty&amp;media=https%3A%2F%2Fthedotsociety.be%2Fwp-content%2Fuploads%2F2025%2F08%2F65-705x385.png\" aria-hidden=\"false\" data-av_icon=\"\ue8f8\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Pinterest\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Pinterest<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href=\"https:\/\/linkedin.com\/shareArticle?mini=true&amp;title=The%20strategic%20pow%28d%29er%20of%20email%3A%20lessons%20from%20Kylie%20Cosmetics%2C%20Rhode%2C%20and%20Rare%20Beauty&amp;url=https:\/\/thedotsociety.be\/en\/the-strategic-powder-of-email-lessons-from-kylie-cosmetics-rhode-and-rare-beauty\/\" aria-hidden=\"false\" data-av_icon=\"\ue8fc\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on LinkedIn\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><li class='av-share-link av-social-link-mail' ><a  aria-label=\"Share by Mail\" href='mailto:?subject=The%20strategic%20pow%28d%29er%20of%20email%3A%20lessons%20from%20Kylie%20Cosmetics%2C%20Rhode%2C%20and%20Rare%20Beauty&#038;body=https:\/\/thedotsociety.be\/en\/the-strategic-powder-of-email-lessons-from-kylie-cosmetics-rhode-and-rare-beauty\/' aria-hidden='false' data-av_icon='\ue805' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share by Mail'><span class='avia_hidden_link_text'>Share by Mail<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div><\/div><!--close column table wrapper. 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