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Email + landing-page copy · Beauty, skincare & wellness e‑commerce

Words that make strangers
become customers.

She found you, read three lines, and left. It wasn't your formula. She never got far enough to hear about it.

I turn first-time beauty buyers into repeat revenue, pinpoint why customers don't return, and demonstrate a credible retention strategy with improvement.

View sample work → Explore packages

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Repeat purchases✦ Customer lifetime value✦ Loyal buyers✦ Beauty, skincare & wellness✦ Repeat purchases✦ Customer lifetime value✦ Loyal buyers✦ Beauty, skincare & wellness✦ Repeat purchases✦ Customer lifetime value✦ Loyal buyers✦ Beauty, skincare & wellness✦ Repeat purchases✦ Customer lifetime value✦ Loyal buyers✦ Beauty, skincare & wellness✦
01 · Proof first

Real results, plus the thinking behind the rest.

The results

Their highest-response newsletter yet, per Claire.

26.3%
Unique Open Rate
10.1%
Click-to-Open Rate

Delivered to 978 contacts

What I did

I wrote the subject line, preview text and copy for a recently migrated list.

Claire's take

"This newsletter really benefited from an eye-catching subject line … and the case study content."

(something that communicated value to readers, instead of relying on our brand name to get them interested)

Claire, Head Copywriter, Kattya & Co.

01The challenge

The subject line had to earn the open on its own.

02The strategy

WhoBusy energy, logistics and manufacturing leaders who fear losing deals.

I lead with the client's result, not the agency:

  1. a setback-then-close subject line,
  2. preview text that pays it off with proof,
  3. an opening that starts in the scene.

03The approachwhat I did

9:41
Inbox
Kattya & Co.8:02They moved our booth. We closed anyway.Rebuilt in under an hour. Signed the next morning. Full story inside.
  1. Claire supplied the outline and source material.
  2. I drafted the copy.
  3. Claire edited and deployed the final send.

The copy

From my submitted draft, writing sample, verbatim
Opening

"Setup was done at the biggest midstream convention of the year, with 1,800 industry pros about to walk the floor. Then our client got the news: the booth had to move. The whole thing. After it was already built."

04Results & limitations

978
Delivered
89.9% of 1,088 attempts
26.3%
Unique Open Rate
257 unique opens ÷ 978 delivered · beehiiv
10.1%
Click-to-Open Rate
26 unique clicks ÷ 257 opens · beehiiv
1
Spam Report
Across 978 delivered
Agency-side · Kattya & Co.beehiiv
What I wrote

A subject line with the value in the line itself.

Campaign results

26.3% unique opens from a list that didn't recognize the sender.

What it meant for the agency

Their highest-response newsletter yet, per Claire.

Reading results in context (which metric means what, against which denominator) is important. That way, I pinpoint exactly where the message loses readers and know which number proves it.

Limitations

110 of 1,088 not delivered (10.1%)2.25% unsubscribe rate (22)144 total clicks.

The undelivered emails came from a contact list recently migrated into beehiiv, not from the copy; the agency has since cleaned and segmented the list.

05What I'd do next

I'd A/B test a subject line that leads with the setback against one that leads with the result.

I'd keep everything else the same and compare unique open and click rates.

Need to relaunch an underperforming email campaign or a dormant list? Start with the Conversion Pilot →

Book a consultation →

01The problemthe hesitation that keeps repeating

Reviews raised concerns about residue, lasting power, and value. I wanted to test whether clearer application guidance could improve the first experience.

Summer Fridays Lip Butter Balm swatch
Product shot

Independent spec concept. Not commissioned, not tested.

02Evidence12 reviews, word for word

"don't like that it leaves a very obvious white cast fairly quickly after application. Needs multiple reapplication throughout the day."

Amazon review

All 12 reviews, sorted by type. Open a box to read them.

🤨Skeptic3 reviews

"I know what you may be thinking… $24 for a lip balm?! I did too at first, until I tried it myself. It has the hydration of balm and the look of a gloss. It's not sticky or thick at all on the lips."

Google review🤨

"If you're hesitant about spending this much money on a lip balm, I'm here to tell you it's worth it. I am totally fine with my Vaseline and aquaphor, but this stuff is next level. It lasts for HOURS, gives your lips the most beautiful wet glossy look, moisturizes so well, and smooths out the lines I have on my lips. It's not sticky, and applies beautifully with the applicator. I have had it for 2 days and I'm about to go get another one. SO worth a shot."

Google review🤨 ⚖️

"I had never come across such a thin formula. But after using it for a few days it didn't bother me anymore, no, it became a plus. By patting in as much as I wanted I could use just how much I needed instead of the whims of an applicator. … I didn't understand the hype because a lot of said ingedients are staples in many other lip balms as well. There must be something going on with the percentages and/or mixing and/or balancing here because these hydrate like crazy."

Google review🤨
Open reviews

✨Before/After2 reviews

"But the way this healed and moisturized my lips in literally 24 hours (if that) ? Run, don't walk. … whenever I think about picking my lips I apply this instead."

Google review✨

"Whenever I get anxious I tend to lip and bite my lips a lot making them SUPER dry and tender. This is the only stuff that's saved them and I've tried literally everything on the market. I wish I had a before and after pic but trust me on this one y'all. Changd my life fr."

Google review✨ 💗
Open reviews

⚖️Comparison1 review

"I've tried everything, I really wanted to NOT love this. I peel my lips constantly, if they get even a little dry I'm picking at them, I've tried aquaphor, lanolin, Vaseline, all the drugstore Chapsticks..THIS actually heals my lips, it's soothing, hydrating, it plumps??"

Google review⚖️ 🤨
Open reviews

💗Emotional/Identity3 reviews

"As someone with very dry skin (which includes my lips) this works like an oasis in a desert. … It also feels deeply nourishing and moisurising on the lips once you get the hang of the texture."

Google review💗

"The toasted marshmallow scent makes applying it feel like a little self-care moment, and I honestly find myself reaching for it throughout the day just because it smells so good. … The packaging is super cute too and fits perfectly with my collection of pretty beauty products."

Google review💗

"The vanilla scent is subtle and I don't notice any taste. It creates a gentle shine on my lips and doesn't leave any white gunk in the corners (iykwim)."

Google review💗
Open reviews

🚩Objection5 reviews

"don't like that it leaves a very obvious white cast fairly quickly after application. Needs multiple reapplication throughout the day."

Amazon review🚩

"I will confess, I am a lip balm addict. I have tried hundreds of lip products. This is decent, but by no means is it anything special. Smell is pleasant and subtle, and gives a nice sheen to the lips without being goopy or tacky. With that being said, I applied it several nights in a row and my lips were no better off in the morning than when I don't apply anything…I enjoy the silicone applicator, but would not repurchase. On to the next…"

Google review🚩

"i absolutely love this product it moisturizes the lips beautifully and has a beautiful glossy look. I definitely love this more than a lip oil. my only reason for 3 stars is because it's more air than product i wish there was more product as i feel like i'm already finished with it and for the price it should be more product inside."

Google review🚩

"It's fine but I was expecting more compared to other lip glosses I've tried. I don't like the flavor and it doesn't seem to have as long of a lasting power that I was expecting."

Amazon review🚩

"I love this shade sooo much, but I hate how it tastes! If even a bit gets in my mouth it's too overpowering and nasty. If it wasn't so much I'd use it everyday because it's such a nice color! There is no reason it should be so taste the way it does!"

Amazon review🚩
Open reviews

03The ideawhere I step in

Turn the complaint into an advantage.

The product copy I reviewed explains when to use it. My email explores how much to apply.

One idea, three complaints

White cast↓

My bet: a thinner layer means less residue. It's the first thing I'd test.

Half-empty tube↓

you use less, so the tube lasts longer.

$24 price↓

longer-lasting means each use costs less, so the price feels fair.

04The emailpost-purchase

Existing product messaging · Summer Fridays website, Vanilla

"Our vegan lip balm conditions and softens dry lips while providing a hint of vanilla flavor. Use for instant moisture and shine, or at bedtime for a nourishing overnight lip mask."

The thinking

It only works when the reframe is true.

Otherwise it's spin, and reviewers will call it out.

Before testing the email, I'd confirm that a thinner layer reduces residue.

9:41
Summer FridaysnowYou’re doing tooo much.The one step we left off the tube.

Less is more.

A small drop of Summer Fridays Lip Butter Balm beside a larger dollop of generic lip balm
Start with this much.

Seeing icky white gunk in your mouth corners?

Try a thin layer first. Add more if you need it.

Show me how much

Proposed post-purchase email · day 3, first-time buyers

05The testwhat I'd measure

I'd compare the existing post-purchase email against a version with the application tip at the same point in the flow.

The main metric is the 60-day second-purchase rate. I'd also check time to second order, because using less might push the refill later.

01Second-purchase rate

With the updated copy, I would check if first-time buyers come back after it directly answers the white cast worry.

02Revenue per recipient

= email sales ÷ people emailed.

03Time to second purchase

The tradeoff: less product per use means tubes last longer, so rebuys may come later. The goal is more rebuyers.

How many first-time buyers never come back?

I'll read your last 200 reviews, your support tickets, and your post-purchase flow to find the strongest barrier to test. Then write the two emails built to fix it.

$800

1–2 weeks

Includes the test setup

See what's in the pilot →

The results

551/617
Delivered
89% delivery · 66 bounced
37%
Open Rate
205 opens ÷ 551 delivered · Wix
7%
Click Rate
39 clicks ÷ 551 delivered · Wix
0
Spam Complaints
Clean send

Wix counts opens and clicks against delivered emails. Dormant list, so there's no recent send to compare.

What I did

I found the business angle and wrote the draft.

Agency-side · Kattya & Co.Wix

01The problem

A list that hadn't heard from the agency in a long time, and a topic, the World Cup, that on its own is a soccer update, not a reason to buy.

02The insight

A soccer update sells nothing.
→
Reframed as a visibility and client-hospitality moment, the event became a commercial reason to get back in front of a dormant list.

My own planning notes, dated Jun 22, the day before I submitted the draft:

"don't let weaker competitors be flashier than you""Houston's biggest sporting event in decades""You already have the expertise. We help make it visible, trusted, and profitable."

03My rolewho did what

  1. The team set the World Cup direction.
  2. I developed the commercial argument and wrote the draft.
  3. Claire edited it through Doc suggestions and comments, built the email, and sent it in Wix.
  4. Sarah supplied the contact list.

04The copyfrom my draft

Inbox · Kattya & Co. newsletter

Subject line

Houston's World Cup window is a visibility moment. Most companies will miss it.

Preview text

A watch party, an award, and what the next few weeks really mean for your business.

Opening lines

Houston's World Cup window is not just about soccer. It's about who gets remembered when the room is full.

From my submitted draft · June 23

Launching around a season, a restock, or a cultural moment?

This is the same move.

Book a consultation →
Sleep gummies product shot
Product shot

Independent speculative concept; not commissioned by or affiliated with the brand.

The approach

Sleep-supplement concept. Angle: relief, waking without the 2pm crash. The sequence is the point:

  1. research first
  2. headlines second
  3. critique third
  4. revision fourth

Sole author: research, headlines, revisions.

Wellness Headlines

01The readerin their own words

Skeptical sleep-aid users who have tried hyped melatonin products and fear next-day grogginess.

They know sleep gummies exist; they distrust the promises. They want dependable sleep support but expect supplements to exaggerate.

research · customer language first
Collected verbatim from the brand site, Walmart reviews, Reddit, Target Q&A, and an Elle review:
"Feeling like a zombie the next day""fighting my brain""2pm grogginess""waking up every 2–3 hours every night""no weird melatonin hangover."

I knew the best way to market to customers was, obviously using THEIR language.

02The insight

The category over-promises, so believability is the gap: reject overnight-transformation hype and make consistency the benefit.

Claims deliberately avoided:

  • guaranteed sleep
  • instant transformation
  • complete elimination of grogginess
  • any medical-treatment language

03The headlineswhere each one lives

9:41
sleepgummiesSponsored
···

Why your melatonin gummies give you 2pm grogginess

Jar of berry sleep gummies
Learn more›
For strangers who know the 2pm crash but don't know you yet.
9:41
sleep gummies
Jar of berry sleep gummies

These sleep gummies won't change your life overnight.

Slow. Boring. Works.

For skeptics who've tried every sleep gummy.

I tightened "grogginess" into "2pm grogginess" and cut the wellness-brand language in the later session.

04Before it ships

Before body copy, I'd ask the brand what backs up the next-day claim. I don't invent product claims, even in spec.

Launching a new wellness product to a skeptical audience?

This is the research I'd run first.

Book a consultation →
02 · What I help with

Four things business owners actually hire copy to do.

"Make me money."

Email sequences that convert, not just send.

Your list is an asset most brands under-use. I write sequences built from customer research and send-time thinking, so every email has a job, and you can see in the metrics whether it did it.

Post-PurchaseWinbackWelcome SeriesAbandoned Cart
"I don't know why they're not reordering."

A review audit that finds the reason, in your customers' words.

I read your reviews, your support tickets, and your post-purchase flow to pinpoint why customers don't return.

Review AuditSupport TicketsPost-Purchase Flow
"Make me sound like me."

A brand voice that doesn't sound like everyone else.

I pull voice from your reviews, your DMs, and the way your best customers actually talk, then write guidelines your whole team can follow, so everything sounds like you.

Voice AuditVoice GuideAbout PagePDP Rewrites
"They used to buy. Now they don't."

Re-engagement emails for dormant lists.

A list that has gone quiet needs a reason to come back. Case 3 is the proof →

Re-EngagementDormant Lists
03 · How I think

Six rules I write by, before I write anything.

Rule 01

Strategy first, sentences second.

The research comes before the writing. I won't type a word until I know who's reading, what they believe before they get there, and the one thing the page is supposed to do.

Rule 02

"So what does that mean for her day?"

After every line, I push until I'm in her life, not just her skin.

Rule 03

One CTA per page, per email.

Every extra ask is a reason to leave. Picking the one thing is harder than writing the words, and it's where the conversion lives.

Rule 04

Name the cause, not the symptom.

"No jitters" is a label. "No jitters, because we removed high-dose stimulants" is a reason.

Rule 05

Specifics beat adjectives. Always.

"Tired" is a category. "Needing a nap at 2pm" is a moment she recognizes.

Rule 06

Read it out loud.

If a real person wouldn't say it to a friend, it goes. My best lines sound like someone venting about the product that fixed it.

04 · Packages

Honest pricing, plain English.

The Conversion Pilot

One controlled, low-risk start.

$800pilot · 1–2 weeks
  • Research + diagnosis: your last 200 reviews, support tickets and post-purchase flow
  • Two emails, or one focused page section
  • Test setup + implementation guidance
  • 2 revision rounds
The Sequence

An email flow that earns its keep.

$1,500–$2,000flow · 2–3 weeks
  • Full research + customer-language dig
  • 4–6 email sequence (post-purchase, winback, welcome, or cart)
  • Subject-line options with rationale
  • 2 revision rounds + performance review
The Campaign

Full launch, end to end.

$2,400+campaign · 3–4 weeks
  • Strategy + messaging angle development
  • Landing page + supporting email sequence
  • Voice-consistent copy across every touchpoint
  • 2 revision rounds + post-launch metrics review

Start with the Pilot. If the test shows promise, the Sequence builds the full flow around what we learned.

05 · How working together looks

No mystery. Four steps, start to handoff.

Pilot timeline

Step 01

Discovery call

30 minutes, free. We talk about your business, your customer, and the one thing this copy needs to do. If we're not a fit, I'll tell you who is.

Day 0 · Free
Step 02

Brief & research

I send a short brief, you fill it out, and I dig into your reviews, your competitors, and your customer's actual language. The work happens here, before any writing.

Days 1–3
Step 03

First draft

You get a clean draft with margin notes, what each section is doing and why, so you can review the strategy, not just the words.

Days 4–7
Step 04

Revisions & handoff

Two rounds of revisions included. Final copy delivered in a Google Doc, ready to drop into your site, your email tool, or your designer's hands.

Days 8–14

I'm Victoria Akwarandu.
I write for a living.

I got my agency start at Kattya & Co., a Houston marketing and events agency, writing newsletters, email copy and media outreach. I also put together a website content-gap audit nobody asked for, and the head copywriter recommended sharing it with the agency rebuilding the site.

I believe you can have the most perfect product, but if you’re not selling it properly, it doesn’t matter.

Now I write direct-response email and landing-page copy for beauty, skincare and wellness e-commerce brands. If customers love your product but aren’t coming back, let’s talk.

Full about page →

06 · Let's talk

Got a project?
Email me at hello@victoriascopy.com

Discovery call
Book 30 min · free →
First reply
Within 24 hours
Based
Houston • Working with anyone
Turnaround
First draft by day 7