Background

hideAWAY is a family-owned bath and body brand based on Australia’s Gold Coast, known for turning everyday routines into indulgent self-care rituals. Since 2016, the brand has captured attention with its vibrant aesthetic, rich textures, and unforgettable fragrances — all inspired by the carefree coastal lifestyle. With a growing global following, hideAWAY needed a way to deepen customer engagement, tell their brand story at scale, and stand out in an increasingly saturated bath and body market.

Approach

We implemented a multi-stage email marketing system built around immersive storytelling and customer personalization. Each flow was crafted to draw customers into the hideAWAY universe — from welcome sequences that celebrated the brand’s sun-soaked origins, to post-purchase emails that reinforced product usage, discovery, and self-care routines. By leaning into sensory language, lush visuals, and community-focused content, we brought the essence of the Gold Coast into every inbox. Personalized product recommendations and dynamic content blocks ensured each subscriber’s journey was as unique as their self-care needs. Campaigns were designed to feel both luxurious and approachable — reflecting the tone of the brand and building lasting emotional connections.

Results

The results were transformational: sales increased by 328%, fueled by high-converting, narrative-rich email flows that turned customers into lifelong fans. Engagement metrics rose sharply, with increased repeat purchase rates and a deeper emotional resonance with the brand. By marrying automation with storytelling, we helped hideAWAY scale without losing the warmth and intimacy that defines its brand.