Black Friday and Cyber Monday have never been quiet periods for beauty. Beauty consumers have always been savvy and today’s shoppers are discovering products through social and creators, researching ingredients, shades and reviews, comparing brands, and returning across multiple sessions before deciding what makes it into their basket.
At the same time, BFCM itself is starting earlier. Shoppers are researching and comparing products weeks before Black Friday, while rising acquisition costs make every visitor a more valuable opportunity.
For beauty marketers using Klaviyo, that puts a premium on something deceptively simple: making more of the traffic you already have addressable, then using the signals those shoppers generate to deliver relevant messaging when intent is highest.
That’s where Klaviyo and Wunderkind can work together. Klaviyo gives beauty marketers a powerful foundation for orchestrating email and SMS. Wunderkind works alongside it to recognize more shoppers, enrich profiles with behavioral context and expand the permissioned audience your existing programs can reach, without requiring you to rebuild the flows already working for your brand.
Here are five steps beauty marketers can take now to get more from that combination this BFCM.
The biggest BFCM opportunity is hiding in plain sight: shoppers already visiting your website. Beauty journeys generate significant research. Someone might discover a serum through a creator, investigate ingredients, leave, return to read reviews and only then decide whether to buy. Makeup shoppers revisit shades; existing customers return to replenish staples.
If you can’t recognize those visitors, much of that intent remains anonymous. And as acquisition becomes more expensive, maximizing existing traffic becomes increasingly important.
Wunderkind works alongside Klaviyo to recognize more beauty shoppers and connect anonymous browsing to known, permissioned profiles, creating a larger audience for your existing campaigns and flows.
Your BFCM action: Expand identification and permissioned email and SMS capture now, so you have a larger audience to engage when purchase intent peaks.
During BFCM, every beauty brand has an offer, so its relevance is what can make yours stand out. Beauty shoppers leave useful signals as they browse: products viewed, categories revisited, skincare concerns researched and previous purchases all provide context around what they might want next.
Someone repeatedly researching a serum requires a different conversation from an existing customer returning for their cleanser or a shopper comparing holiday fragrance sets.
Wunderkind can connect browsing behavior with recognized profiles, giving marketers richer behavioral context to inform timely messaging through the Klaviyo programs they already use.
Instead of treating BFCM as an excuse to send more, use it as an opportunity to become more relevant.
Your BFCM action: Review your segmentation and triggers ahead of November. Focus on signals that demonstrate intent—repeat product views, category affinity, cart activity and replenishment behavior, and how your Klaviyo messaging can respond.
Peak season moves too quickly to start fixing automated journeys once traffic spikes. Audit the flows that will do the heavy lifting: browse abandonment, cart abandonment, nurture, win-back and post-purchase.
For beauty brands, each flow has a distinct role. Browse messaging can bring shoppers back to researched products, cart abandonment can reconnect while intent remains high, win-back can reach customers approaching replenishment, while post-purchase messaging can introduce complementary products.
Wunderkind helps more of those shoppers become recognizable and eligible for messaging. Your Klaviyo flows don’t need rebuilding; improved identification gives existing programs more opportunities to work.
Your BFCM action: Audit high-value journeys now. Check audience eligibility, timing, creative, promotional logic and mobile experience.
41% of beauty consumers expect brands to remember their preferred products
Your customer doesn’t think, “I’m in the SMS part of my journey now.” They see one beauty brand. That matters during BFCM, when shoppers face promotions across every channel. Increasing campaign volume can create noise rather than relevance. Instead, coordinate email, SMS and onsite experiences so each interaction builds on the last.
A shopper researching a skincare routine, for example, shouldn’t necessarily receive the same follow-up everywhere. Onsite behavior can signal intent, while email and SMS continue the conversation at appropriate moments.
Wunderkind works alongside Klaviyo to recognize more shoppers and use behavioral signals to create more opportunities for relevant engagement.
Your BFCM action: Map your major Cyber Week journeys across email, SMS and onsite together. Identify unnecessary repetition, conflicting offers and points where high-intent shoppers could disappear.
37% of beauty consumers feel frustration when asked for information they have already provided
For beauty brands, BFCM’s value doesn’t end when the promotion does. A first purchase can become a routine. Skincare, haircare and personal care products need replenishing, while one purchase can create natural opportunities to introduce complementary products.
That makes the weeks after Cyber Monday strategically important. With richer identity and behavioral context supporting the Klaviyo programs you already operate, there are more opportunities to make follow-up relevant, from nurturing first-time customers to supporting replenishment and product discovery.
Your BFCM action: Build the post-BFCM journey now. Decide how first-time customers, returning customers and newly acquired subscribers should be treated once the promotional noise disappears
BFCM success isn’t simply about who sends the most emails or offers the deepest discount. Preparation matters.
For beauty marketers, that means starting before peak traffic arrives: recognizing more shoppers, building your permissioned audience, understanding behavioral intent, optimizing your highest-value Klaviyo flows and creating a plan that extends beyond Cyber Monday.
Wunderkind works alongside Klaviyo to make more of that existing strategy addressable. More beauty shoppers can be recognized as they research products, ingredients and routines; more behavioral context can inform messaging; and more of the campaigns you’ve already built have an opportunity to reach the right shoppers.
The brands that arrive at Black Friday with those foundations already in place won’t need to rely on last-minute volume to create momentum. They’ll already have an audience ready to engage.