LUMA Beauty — Skincare Email
Saira Naseem
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.
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Posted Sep 27, 2026
LUMA Beauty — Skincare Email Campaign Project type: Spec project Industry: Skincare / E-commerce Role: Copywriter The project LUMA Beauty is a fictional skin...
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