MIRTA DE PERALES

Modernizing a heritage beauty brand for the search-first era

Client

Mirta de Perales

Scope

E-Commerce Opt, Email Marketing, SEO, Web Strategy

Vertical

Beauty · DTC

Year

2024

Mirta de Perales

02

The problem

Mirta De Perales is a heritage Latin beauty brand founded in 1962 with a deeply loyal customer base. But loyalty alone wasn’t enough, the brand’s digital ecosystem wasn’t built to compete in today’s search-first, AI-driven, conversion-focused environment.

With the most critical sales period of the year approaching, the gap between brand equity and digital performance was a revenue risk.

THE BRAND HAD TO —

01

Modernize its website for how customers actually search today

02

Activate first-party data to create personalized, urgency-driven campaigns

03

Turn Black Friday through Cyber Monday into a measurable growth engine — not just a discount window

02 · THE INSIGHT

Holiday revenue isn't driven by discounts alone. It's driven by discoverability, trust, personalization, and timing.

Mirta De Perales had the brand equity and the loyal base. What it didn’t have was the infrastructure to convert that loyalty into peak-season performance. We saw an opportunity to build a system, not just a campaign, that would compound beyond BFCM.

BRAND PLATFORM

A website refresh on the surface. A sustainable growth engine underneath.

03

The solution

We led a dual-track strategy: a full digital refresh for long-term search performance, and an integrated BFCM campaign for immediate revenue impact.

01

Strategic website refresh of mirtadeperales.us focused on modern search requirements and conversion performance

02

SEO architecture rebuilt around how customers actually discover beauty products today

03

Integrated Black Friday through Cyber Monday campaign powered by Klaviyo and Shopify data

04

Personalized email sequences designed around urgency, segmentation, and timing

05

Conversion optimization across the full purchase funnel

04

Launch direction

From Black Friday to Cyber Monday, every touchpoint was engineered.

The campaign rolled out as a coordinated system across web, email, and e-commerce, built to sustain momentum across the full holiday window.

01

Website optimizations live ahead of BFCM traffic surge

02

Email campaigns sequenced from teaser through post-purchase

03

Shopify and Klaviyo data powering real-time segmentation and personalization

05

The outcome

The integrated strategy delivered measurable, year-over-year performance gains during the most competitive sales window of the year.

01

+85% sessions increase YoY

02

+92% orders increase YoY

03

+17% total sales increase YoY

04

Conversion rate increased from 1.01% to 1.17%

05

$4,469.85 in email-driven revenue during BFCM

06

90 total orders attributed to email campaigns

The brand was already iconic. Now the infrastructure matches.