Background

Locks Lash has been a pioneer in the Australian lash industry since 2007. Originally launching with a small range of eyelash extension products and a boutique training school in Melbourne, the brand has since grown into a nationally recognized leader in lash education and professional-grade products. With co-owners Derik Hayes and Jessica Brown leading the brand into its international phase, Locks Lash now trains technicians across Australia and New Zealand, while supplying high-quality, independently tested lash products trusted by professionals industry-wide.

Approach

We implemented a dual-path email strategy designed to seamlessly guide customers from course enrollment to product purchases. The flows were structured to build momentum: once a customer signed up for a course, they were introduced to the products most relevant to their training through carefully timed educational and promotional emails. Our welcome and post-course flows included usage tips, tutorials, and product bundles tailored to the technician's next step, turning education into action. Strategic segmentation allowed us to speak differently to students, graduates, and established professionals, with each message reflecting Locks Lash’s vibrant brand voice and commitment to quality and empowerment.

Results

The results were impressive: flow revenue increased by 81%, with a significant portion attributed to customers transitioning from education into product purchases. The strategy not only boosted sales but also reinforced Locks Lash’s positioning as a trusted, full-spectrum partner for lash technicians — from learning the craft to mastering it with premium tools. By connecting education to product seamlessly, we helped drive repeat purchases and elevate long-term customer value.