Avon Lifecycle Email Journeys
Designing lifecycle campaigns driving performance and stronger repeat purchase behavior.
-
Lifecycle Email Design
Email Marketing & Campaign Design
Design Systems & Scalable Templates
Creative Direction
Brand & Visual Design
-
Avon Art Director & Copywriters
-
Photoshop
Figma
— Overview
Avon is a global beauty company specializing in cosmetics, skincare, and personal care products, known for its wide range of innovative beauty solutions.
I led design and creative direction for Avon’s lifecycle email system, transforming weekly campaigns into a consistent, high-performing channel that strengthened engagement and drove repeat purchases across a multi-brand ecosystem.
— Challenge
Avon’s email channel was high-volume, so emails needed to deliver clarity, performance, and creativity - at scale.
I also needed to:
Maintain creative quality across frequent, fast-paced promotions
Create consistency across multiple partner brands
Align email with broader marketing efforts across web and paid
— Solution
Design a lifecycle email system that combins structured journeys, elevated creative, and scalable design.
— Ideation & Design
My approach was to treat emails as a product experience - not just a marketing asset.
Templates were designed to:
Guide users quickly toward action
Balance storytelling with conversion
Reinforce a consistent, recognizable brand experience
— Research & Insights
Key patterns were clear:
Simple hierarchy outperformed dense, content-heavy layouts
Focused CTAs increased engagement and click-through
Visual consistency built familiarity and trust over time
These insights directly shaped both layout decisions and system design.— Design Explorations
Explored a range of directions to find the right balance:
Editorial storytelling vs. promotion-driven layouts
Product-first vs. content-led structures
CTA placement, density, and visual hierarchy variations
The result was a system that felt intentional, flexible, and scalable.
— Execution
Solutions that stuck:
Modular components that enabled fast, repeatable campaign builds
Strong visual hierarchy to guide attention and action
Balanced layouts combining product, content, and brand storytelling
Consistent design language across all campaigns
— Outcome
A more intentional, scalable lifecycle email system that strengthened both brand experience and business performance.
Key Results:
+14% increase in email performance
Increased repeat purchase behavior across lifecycle journeys
Improved consistency across multi-brand campaigns
Faster campaign production through scalable systems
— Learnings
What I learned:
Lifecycle design is about building habits, not just driving clicks
Strong systems are what make high-quality design sustainable
Small, consistent touchpoints can drive meaningful long-term impact
What matters isn’t the open. It’s the return.— Earlier Work
Lifecycle email design has been a consistent part of my work at Avon, evolving from campaign execution into more scalable, performance-driven systems.
Below are earlier designs that contributed to this evolution.
