Email & Brand Growth Design Parívie is Paris Hilton’s truly iconic skincare line. Inspired by Paris’s unapolegetically authentic personality, Parívie products are uniquely powerful and innovative. As a freelance designer at Parívie, I designed multiple email series for the line’s 2025 launch and beyond. With the potential customer and user in mind, I worked with the Parívie team to design email campaigns that were integral to brand growth.
SERIES:
Pre-Launch & Launch
Parívie officially launched on 05.07.25. To build anticipation and awareness, the team built engaging and enticing email campaigns. Using dynamic animation, live features such as a countdown timer, and the brand’s beautiful photography library, I designed these emails to further intrigue and excite customers.
SERIES:
Welcome & Review
After the massive success of Parívie’s pre-launch, it was crucial that we were prepared for an influx of new customers once the brand was officially live. To maintain customer loyalty, I designed a series of emails that customers would receive upon email sign up. These emails featured education about the Parívie philosophy and product line, as well as real customer reviews and testimonials. It was important that these highlighted specific products and brand pillars visually. In order to still make sure that it was clear that Paris is the face of the brand, I combined product photography with photos of Paris and mood imagery/textures that felt distinctly her.
SERIES:
Transactional
The transactional series of emails was integral to the customer journey at Parívie. The user journey doesn’t end after purchase, so it was important to build client trust through this series.
We wanted to find a way to deliver the most crucial information for email templates such as an order confirmation or shipping confirmation, in a way that was clear and user friendly, but still maintained the playfully pink Parívie tone. I implemented components such as buttons on the shipping confirmation, to add clear CTAs to crucial information. The order summary template features an eye catching animated header to build excitement, but the order information is laid out in a classic Shopify-friendly way.
Additionally, we also built an response email for a subscription cancellation in order to boost customer retention. This design was simple and straight to the point, so as not to waste a potentially impatient customer’s time, but still visually appealing. I included a button CTA that leads the user to a feedback page and the option to change their mind, with the promise of a discount if they do.
SERIES:
Browse & Abandoned Cart
The browse and abandoned cart email series were key to customer attention and retention. Customers who browsed the site or added products to their carts and later forgot about them would receive these emails as a means to reignite their interest in Parivíe. The team took a few different approaches with the strategies for these emails. Some emails were more basic and just jogged the customer’s memory of what they were looking at: reminding them of their interest in Parívie products. Other emails enticed customers with a special discount code. Lastly, some of the emails focused on a more educational and testimonial approach to grabbing customer focus.
Whatever the strategy was, it essential that these emails were A. visually captivating and B. easy to navigate, since customers would receive them when their interest in Parívie was already lagging. I designed these campaigns with unique compositions, exciting animations of proven results, and clear CTAs to get customers back on track and drive them to the Parívie site.