Case study

Bare Deodorant

Bare is a sustainable deodorant brand — plastic free, cruelty free, guilt free. Made from entirely recycled materials, infused with natural oils, and leaving no visible stains. The brief was simple: take subscribers from closed unawareness to active purchase without sounding like every other natural beauty brand.

This campaign diverged into two email paths. One group took action; another did not. It was necessary to craft two entirely different approaches for the opposing segments — one nurturing the engaged, one seducing the dormant. This bifurcated format is the root framework for a number of sales campaigns and can apply to any product or project.

Email 01 — The Welcome

“What’s That Smell??? Is It You?”

Introduced Bare through the surprising history of deodorant — from ball-point pen inspiration to roll-on boom to aerosol controversy — before revealing Bare as the solution the market had been waiting for. Ended with a cliffhanger to drive opens on Email Two.

Email 02 — The Offer

“This Is Going To Change Everything.”

Introduced Bare’s full product credentials and offered a free sample pack to drive first engagement. Built trust through specificity — five clear product benefits — before the ask.

The sequence splits here — one path per subscriber

Email 03A — The Reward

Engaged subscribers

Welcomed those who took the free sample offer, asked for feedback in exchange for a half-price full-size product, and introduced a stack-and-save code. Warm, personal, celebratory.

Email 03B — The Re-engagement

“So You Skipped The Free Sample? Let’s See If You Can Resist This.”

Acknowledged the silence without guilt, used social proof to reframe the missed opportunity, and offered a 25% discount with free shipping. Tone: seductive, not desperate.

Email 04 — The Product Launch

Introduced Bare’s three scent variants — Lumos, Oceanica, and Axle — through a scenario-led open that put the reader in the uncomfortable position of wondering if they smell. Resolved with Bare as the solution. Included a 48-hour free shipping offer.

Email 05 — The Subscription

Launched Bare’s scent subscription service later in the sequence, once brand familiarity was established. Overcame subscription fatigue with humour, emphasised flexibility, and stacked value: 20% savings, free monthly gift, first month free on annual plan.

In this sequence

Email 01