Brand Overview

Bloom & Bare is a DTC clean beauty brand selling a natural underarm serum designed for women who want odour protection without harsh chemicals.

The brand donates 10% of profits to reforestation initiatives and offers a membership programme with exclusive customer benefits. The product is priced at £18 and sold through a Shopify store.

Despite a strong product and an aesthetically pleasing website, sales were inconsistent. Paid traffic was running, but conversions were low. Some days generated purchases, others brought none. There was no clear funnel structure guiding users from ad to checkout.

Traffic existed, but there was no system converting it.

The challenge was to create a structured journey from awareness to purchase while strengthening trust, clarity, and brand positioning.

The Challenge

Although ads were active on Instagram and Facebook, they lacked structure and clear performance tracking. There was:

• No email funnel
  
  

• No abandoned cart recovery
  
  

• No welcome sequence
  
  

• No retargeting logic
  
  

• Weak trust signals
  
  

• Limited product education
  
  

• Minimal social proof
  
  

Customers hesitated because they were unsure whether natural deodorant would actually work. The brand’s mission was positive, but the “why this works” message was not clearly communicated.

The goal was not viral growth. It was predictable.

The objective became simple:

Fix the foundation.

Turn traffic into sales.

Build a funnel that worked in the background.

My Role and Approach

As a paid ads and funnel strategist, I developed a full-funnel growth model designed to:

• Increase conversion rates from paid traffic
  
  

• Reduce wasted ad spend
  
  

• Build automated email nurturing
  
  

• Strengthen trust and product education
  
  

• Align ads, landing pages, and emails into one cohesive system
  
  

The strategy prioritised structure over scale. Before increasing ad budgets, the focus was on improving the customer journey and building conversion assets that made traffic more valuable.

What I Delivered

Funnel Strategy and Optimisation

Mapped the customer journey from ad click to purchase

Restructured landing pages around benefits and education

Added trust signals including testimonials and FAQs

Simplified checkout flow

Aligned messaging across ads, website, and email

Instead of feeling like a single product page, the store became a guided brand experience.

Paid Ads Strategy

Adjustment 1: From product-focused ads to problem-first messaging

Original ads pushed the product directly.

New creatives opened with relatable pain points.

Example awareness ad (short-form video)

Visual: Morning routine clips, applying serum

Text overlay:

“Your deodorant is blocking sweat. Not fixing odour.”

“Time to switch.”

Caption:

Natural doesn’t have to mean ineffective. Our underarm serum neutralises odour without aluminium or harsh chemicals.

CTA: Learn more

This reframed the product as a solution rather than an item.

Adjustment 2: Education-based consideration ads

Many women hesitate with natural deodorant due to past bad experiences. Ads were created to address this directly.

Example carousel ad

Slide 1:

“Why most natural deodorants fail”

Slide 2:

Blocking sweat vs neutralising odour explained

Slide 3:

How Bloom & Bare’s serum works differently

Slide 4:

Real customer testimonial

Caption:

If you’ve tried natural before and it didn’t work, this might be why.

CTA: See how it works

This reduced scepticism and built credibility.

Adjustment 3: Conversion retargeting ads

Users who viewed products, added to cart, or watched 50%+ of videos received direct-response ads.

Example retargeting ad

Headline:

Still thinking about switching?

Body text:

You checked us out recently. Our natural serum is derm-tested, aluminium-free, and designed for real results.

CTA: Try it risk-free

Urgency was introduced softly through limited stock and membership perks.

Email Marketing System

Email was introduced as a second sales channel to capture and convert traffic that didn’t purchase immediately.

Adjustment 1: Welcome Flow

Email 1 — Brand introduction

Subject: Welcome to Bloom & Bare

Hi [Name],

We believe staying fresh shouldn’t mean harsh chemicals. Here’s how our serum works differently.

CTA: Discover the formula

Email 2 — Education and proof

Subject: Why natural deodorants fail

Breakdown of common mistakes and ingredient myths

Customer testimonial quotes

CTA: See real results

Email 3 — Soft conversion

Subject: Ready to make the switch?

Gentle encouragement and risk-free reassurance

CTA: Try it today

Adjustment 2: Abandoned Cart Flow

Email example

Subject: Still thinking it over?

Hi [Name],

Your Bloom & Bare serum is still waiting in your cart. We’ve saved it for you.

CTA: Complete your order

Tone remained calm and supportive rather than aggressive.

Adjustment 3: Post-Purchase Retention

Subject: How to get the best results

Education on transition periods

Application guidance

Review request

Membership reminder

This increased repeat purchase potential and long-term retention.

Landing Page Adjustments

Before:

Product-heavy page with limited explanation and minimal trust assets

After:

Clear benefit-led headline

Education section addressing doubts

Ingredient transparency

Testimonials

Risk-free positioning

Simplified checkout buttons

The page guided visitors step by step instead of overwhelming them.

Results (Simulated Projection)

• Click-through rate increase: +40%
  
  

• Conversion rate lift: +2–3%
  
  

• Email open rate: +42%
  
  

• Revenue increase: +60%
  
  

These projections reflect expected outcomes from structured funnel design, improved retargeting, and automated nurturing.

Outcome

The brand moved from inconsistent ad-driven traffic to a structured conversion system.

Ads, landing pages, and email automation worked together.

Traffic became more valuable.

Sales became more predictable.

Instead of relying on hope or occasional spikes, the business gained a scalable model designed for sustainable growth.

Reflection

This project reinforced how often brands focus on generating traffic before fixing conversion systems.

Once messaging, education, trust signals, and automation were aligned, paid ads became more efficient rather than more expensive.

It also showed that performance marketing does not need to feel aggressive. Especially for clean beauty brands, clarity and reassurance outperform hype.

The shift from product pushing to structured storytelling transformed Bloom & Bare from a simple Shopify store into a growth-ready brand.