LUMA Beauty — Skincare Email Campaign

Project type: Spec project Industry: Skincare / E-commerce Role: Copywriter

The project

LUMA Beauty is a fictional skincare brand created for this portfolio project.

I developed a 5-email campaign around a Barrier Repair Hydrating Moisturizer, with the goal of taking a new subscriber from problem awareness to purchase.

The customer

The campaign was written for women aged 20–40 experiencing dry, sensitive, or dehydrated skin.

The approach

Instead of introducing the product immediately, I built the campaign around the customer's journey:

01 — Problem awareness Help the reader recognize their skin concerns.

02 — Education Explain the skin-barrier problem and introduce a gentler approach.

03 — Product introduction Introduce the moisturizer and communicate its ingredients and benefits.

04 — Trust + objection handling Use social proof while addressing hesitation around the product.

05 — Offer Introduce a first-purchase incentive and create a reason to take action.

What I created

5-email skincare campaign

Welcome/problem-awareness email

Educational email

Product-focused email

Social proof + objection-handling email

Promotional email

What I practiced

This project helped me practice writing around customer pain points, desires, objections, product benefits, and the transition from awareness to purchase.

Note: This is a fictional/spec project created for my portfolio.