Design Essentials

Since 1990 Design Essentials has revolutionized hair care with its premium solutions and educational approach. They provide products infused with vitamins and protein for optimal hair health and manageability.

Design Essentials came to FlowCandy looking for a long term partner when their marketing manager stepped down. They expressed a need to elevate their design, implement foundational flows, and improve Open and Click Through Rates.

Case study client products

Full Account Management

and growth over a 2 year partnership


“Retention on Autopilot”

Long Term Partnership and Full Account Management


Design Essentials now has an Email Design System and a Journey Map so that, as they grow and bring their processes internally, they are able to continue successfully managing and growing their account.


Design Essentials' Marketing Manager was stepping down and wanted to find a long term partner they could trust to manage their account. They needed to elevate their design, implement foundational flows, and improve Open and Click Through Rates.


We identified and aligned on Design Essentials' goals to build out foundational flows for both Wholesale and Retail customers. We would utilize the Email Design System and targeted segments to position Design Essentials for continued growth.


FlowCandy helped Design Essentials design and implement 9 foundational flows and a new multi-step opt-in in just 90 days. Design Essentials was thrilled with the results and continued with an additional 7 Loyalty and Custom Flows in the following 60 days.


14 Custom Flows separated by Retail and Professional consumers

Increased Klaviyo Attributed Revenue from 30% to 44%

15% Increase in Open Rate while also reaching more recipients

“It was really a great experience working with you all. It definitely helped us from a capacity standpoint and the work that you've done with the flows and providing recommendations on other opportunities that we have to improve that was very helpful. And then again as I said from the design standpoint, it's just been really great.”


Lauren Wilson

Brand Manager at Design Essentials

Level Up

Design Essentials went from a Level 1 to a Level 3. They now have the systems needed to generate consistent retention revenue, establish benchmarks, and deliver a better customer experience.

Four Levels
8 Foundational Flows

14 Foundational Flows

Design Essentials has built out their core foundational flows, which will continue to provide a more fluid customer experience over time. Learn how to build your own journey map here.

Email Design System

Design Essentials now has an Email Design System, a set of email design standards that creates reusable components with a consistent visual style to use throughout their retention marketing.

Email Design System