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MIRTA DE PERALES

Modernizing a heritage beauty brand for the search-first era

Client
Mirta de Perales
Scope
Beauty & Wellness, CPG (Consumer Packaged Goods), Retail & E-commerce
Vertical
Beauty · DTC
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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.
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