Shyne

Designing email experiences for SHYNE meant more than sending promos, it was about supporting textured-hair grooming culture with clarity, trust, and purpose.

Context

SHYNE is a personal-care brand created by and for men with afro and textured hair, offering styling products, head‐wear and grooming tools.

The brand has a strong UK and international presence, focuses on inclusive texture types (curls, waves, locs) and carries a community-driven mission.

As email became a core channel for launches and retention, SHYNE required a strategy that balanced performance metrics with brand narrative, culture and product education.

Details

Time Frame:

Sept ’22 – Present

Role:

Consultant

Involvement:

Email design and retention strategy

Overview

In this role, I designed and optimized high-impact email campaigns and flows to elevate SHYNE’s brand voice and drive measurable growth. I built modular templates, introduced segmentation, and ensured every email resonated with a textured-hair audience while guiding purchase actions.

Challenge

With complex product categories (durags, curl creams, brushes), multiple texture types (locs, waves, curls) and an audience that values authenticity and education, the email program needed to do two things simultaneously: nurture community + convert. The inbox space was crowded, and the brand needed to maintain voice while delivering results.

Solution

Developed a modular email template system optimized for mobile first and quick adaptation to launches or flows
Executed campaigns linked to product drops, texture-education content, and community stories—supporting high engagement
Built core lifecycle flows (Welcome, Abandonment, Post-Purchase) integrating texture tips, product usage cues and brand voice
Implemented segmentation based on texture type, buying behaviour and engagement to tailor content and maximize relevance
Prioritized clear visuals, soft CTAs and brand-aligned tone to support long-term brand equity and conversion performance