NuFACE Case Study | Lilo Social

Brand overview

NuFACE is America’s #1 facial device brand. FDA-cleared, aesthetician-developed microcurrent technology that delivers professional-grade facial toning results at home. With 20 years of clinical innovation behind them, NuFACE’s portfolio spans smart microcurrent devices, body toning, and a growing skincare replenishment line. Their direct-to-consumer business serves a deeply loyal base of customers who make NuFACE part of their daily routine, a brand with genuine staying power that needed a retention program to match.

Services:

Email Marketing

SMS Marketing

Retention Lifecycle Strategy

Lifecycle Automation

Campaign Strategy & Segmentation

List Growth & Deliverability

Background

Opportunities for Growth

Campaign strategy lacked segmentation precision, sending to oversized audiences and driving elevated unsubscribe rates across the list.
Flow architecture had accumulated duplicate and overlapping automations with multiple competing checkout abandonment and browse abandonment flows running simultaneously, creating a fragmented customer experience.
No structured lifecycle strategy beyond basic abandonment; post-purchase nurture, cross-sell, and predictive replenishment flows were absent entirely.

Email and SMS programs operated independently with no coordinated omnichannel journey connecting the two channels.
No subscriber acquisition or subscription upsell flows to support NuFACE’s replenishment-driven business model.

What We Did

Wwe conducted a full audit of NuFACE’s Klaviyo account and rebuilt the retention program from the ground up. On the campaign side, we restructured audience strategy, tightening segmentation, creating smarter send cadences, and developing messaging that aligned more precisely with where subscribers were in their customer journey. The result was more sends reaching the right people, driving open rates up while unsubscribes dropped sharply.

On the flow side, we replaced a fragmented legacy automation stack with a unified lifecycle infrastructure. We launched 15+ new flows from scratch, covering every critical stage: a rebuilt welcome series capturing both email and SMS opt-ins; a full behavioral trigger suite for browse abandonment, cart abandonment, and checkout abandonment; and a data-driven lifecycle layer that included a Recent Purchaser Nurture flow, a Next Best Cross-Sell flow, a predictive Expected to Purchase flow, which reached over 285,000 subscribers in its first months, and a Subscription Upsell flow built specifically for NuFACE’s replenishment customers.

Outcomes

The results compounded quickly. NuFACE’s monthly Klaviyo-attributed revenue climbed 46% on average after Lilo took over, email and SMS combined, while unsubscribes fell by 40% even as Lilo sent 52% more campaigns to a larger audience. Open rates held above 63% throughout. The BFCM period alone generated over $1M in Klaviyo-attributed revenue in a single month, enabled by the new welcome, abandonment, and lifecycle infrastructure Lilo had built and tested in the months prior. With a modern retention program finally in place, NuFACE now has the infrastructure to compound those results year over year.

Success

A healthier list, a stronger program, and a retention engine built for the long haul.

46%

Increase in Monthly Klaviyo-Attributed Revenue

40%

Reduction in Campaign Unsubscribe Rate

52%

More Campaigns Sent

63%+

Average Email Open Rate

15+

New Lifecycle Flows Built

A healthier list, a stronger program, and a retention engine built for the long haul.

What We’ve Created

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