BACKGROUND
This project was for a client in the indie skincare space. The goal was to build anticipation ahead of a two-year product launch and convert that anticipation into sales during a short launch window.
I wrote a five-email launch sequence that moves from a deliberately vague teaser through early access, the main announcement, social proof, and a final urgency close. The teaser was written to withhold just enough to make opening the next email feel worthwhile, and the main launch email was structured to answer the formulation questions a skincare-literate audience would actually have rather than leading with lifestyle language. The result was a sequence that rewards the brand's existing subscribers with early access and a genuine sense of being valued, while creating real urgency for the people who needed a nudge to buy.
