General retail

Award-winning skincare brand, Adorn Cosmetics, sees customer lifetime value and revenue uplift with Dotdigital.

  • increase in customer lifetime value (CLV)

  • increase in total revenue

  • database growth over the last twelve months.


With Adorn Cosmetics’ previous automation platform, the process was long winded and did not facilitate the streamlining of data flows. The team spent lots of time manually uploading and downloading customer data in the back end in order to run email programs. Therefore, to automate workflows, the brand was looking at partnering with an automation platform to improve and simplify the entire process.


In 2021, Adorn Cosmetics moved to Magento 2 (now Adobe Commerce) and implemented a robust tech stack with Dotdigital and Yotpo, to create an enhanced end-to-end customer experience. Using Dotdigital, Adorn Cosmetics optimized emails and segmented the customer database through engagement analytics.

“The experience we’ve had with Dotdigital so far has been fantastic, and one of the reasons is their proactiveness. It’s not just about providing us with a service, the advice they offer us around what we could be doing more to take advantage of their platform to better service our customers, has been invaluable.” said Briony Kennedy, Founder & CEO at Adorn Cosmetics.

The retailer runs automated campaigns such as a welcome series, loyalty programs, reward campaigns, abandoned cart programs, and abandoned browse programs on the Dotdigital platform. Additionally, the team uses Dotdigital to draw information from the brand’s Facebook page and abandoned browse web behavior tracking to analyze and segment the audience into proper funnels. Backed by the correct data, the team then creates content-rich (promotional and editorial), tailored post-purchase campaigns targeted to specific customers.

Adorn Cosmetics has a strong review program powered by Yotpo. Yotpo has helped the company generate impactful customer reviews and drive meaningful customer-brand relationships. “Customer reviews are super important to us, especially with a beauty brand. The seamless integration of Yotpo and Dotdigital into Magento 2 (now Adobe Commerce) has made our review process effortless, enabling us to identify loyal customers and reward them accordingly. This has been crucial to growing our loyal customer base.” added Briony.

Briony Kennedy, a beauty industry veteran and former professional makeup artist, established Adorn Cosmetics in 2008 to create a luxury brand that was good to customers and kinder to the planet. Adorn Cosmetics focuses on manufacturing premium natural products with safe ingredients, and Briony’s passion for the environment and her commitment to customers reflects across the entire product range. The highly accredited, cruelty-free, vegan, zero waste Australian brand is also one of the only global colour cosmetic companies that provide product refills.

...It was an easy decision to partner with Dotdigital who have taken on board the monumental effort to become carbon neutral.”

Briony Kennedy, Founder & CEO at Adorn Cosmetics.


Furthermore, the brand integrated dynamic campaigns to hyper-target its customer base with specific content around the right products suitable for the targeted demographic. In September 2021, Adorn Cosmetics ran several pre-holiday campaigns on the Dotdigital platform, such as the Christmas pre-launch, advent calendar, and a pre-sale advent calendar.

The campaigns resulted in an increase of 59% in customer lifetime value (CLV) and a 47% increase in total revenue. Additionally, there has been a 41% increase in its database over the last twelve months.

Looking ahead

In the coming months, the team will run a ‘Green Friday’ campaign a week before Black-
Friday. The campaign will focus on sustainable products and best practices such as refilling and recycling.

“When bringing on new partners, I look at companies that share the same ethos of supporting the environment and sustainability. It was an easy decision to partner with Dotdigital who have taken on board the monumental effort to become carbon neutral,” said Briony Kennedy, Founder & CEO at Adorn Cosmetics.