Implemented UX-driven hierarchy and motion to
craft high-performing emails achieving 5% CTR.
Implemented UX-driven hierarchy and motion to
craft high-performing emails achieving 5% CTR.
Caudalie: elevating email performance
📌 Scope:
Design and optimize storytelling-based email campaigns for Caudalie’s best sellers and seasonal skincare routines across US and international markets.
👩🏻💻 Role:
Lead Designer collaborating with marketing teams to conceptualize and strategize campaigns, executing elevated email designs with refined hierarchy, strong contrast, impactful CTAs, and motion to enhance clarity, luxury, and engagement.
⚡️Challenge:
Elevate Caudalie’s global email design to align with its luxury DNA, strengthen performance across regions, and remain competitive in the beauty market.
Problem
Previous emails lacked visual hierarchy, contrast, and cohesive CTAs—weakening brand storytelling and engagement.
competitor analysis
Top beauty brands used bold CTAs, strong hierarchy, and motion to enhance contrast and elevate campaign design.
strategy
Collaborated with marketing to refine strategy and storytelling across email.
Creative Concept Exploration
Hierarchy & CTA Optimization
Motion for Storytelling & Engagement
finalized assets
"Limited Edition Sets" email uses subtle animation to convey elegance and brand refinement.
Animated ‘Back to School’ email inspired by social Q&A to engage young customers.
results & takeaway
Generated up to $11K per send and 5% CTR, with SMS follow-ups driving 6.1% CTR and $4K. UX-led refinements in hierarchy and motion elevated Caudalie’s storytelling and performance.