The challenge
Sarasin is a well-known beauty clinic that has a webshop with their own science-based skincare. However, the webshop performance was lagging behind, there was an awareness gap between clinic and webshop customers. The challenge was to translate that clinical expertise into one consistent customer journey: from discovering a product or treatment to receiving relevant education, aftercare and recommendations. The webshop and CRM needed to feel connected, credible and commercial, without becoming overly technical or relying on generic sales messages.
Making Sarasin’s USPs more visible
We strengthened the positioning of Sarasin by making its key differentiators more prominent throughout the webshop. Instead of presenting the products as standalone skincare, we highlighted the expertise behind them: formulas developed in-house with biomedical experts, informed by daily clinical experience and created with scientifically relevant ingredients and concentrations.
We also brought the broader 360° Skin Longevity philosophy forward. This shows how skincare, supplements, professional treatments and long-term skin health can complement one another. These USPs were incorporated across the homepage, product pages, educational content and visual assets, creating a clearer and more consistent brand story.
Connecting Klaviyo with the complete customer journey
We developed a Klaviyo ecosystem that connects the Shopify webshop with Sarasin Clinic and Odoo. This brought webshop purchases, customer information and treatment data together, enabling communication based on what a customer had actually purchased or experienced.
This integration allowed Sarasin to move beyond broad, one-size-fits-all emails. Customers could receive relevant communication based on their treatment, product, routine or stage in the customer journey.
Educational post-treatment flows
We created detailed post-treatment flows for key clinic procedures, including laser hair removal, BTX, HIFU, REYU and Hair Filler. These flows guide customers through what to expect after a treatment, which reactions are normal, when results may become visible and when a follow-up session could be relevant.
Science and education were central to every flow. Rather than sending only appointment reminders, we explained the biological processes behind treatments in accessible language.
Where relevant, the flows also introduced supportive skincare, supplements or complementary treatments. Every recommendation was based on a logical connection to the customer’s treatment, not on random cross-selling.
Science-led campaigns
Alongside automated flows, we developed educational “Science Says” campaigns. These translated scientific studies and ingredient research into editorial, approachable emails about topics such as skin longevity, collagen, vitamin C, sunscreen, double cleansing and long-term skin health.
Products were introduced within the context of the science and the customer’s needs, making the commercial message feel more credible and relevant.
Smarter e-commerce flows
We optimised essential e-commerce automations, including post-purchase, abandoned-cart, replenishment, win-back and sunset flows. Hero products received dedicated educational journeys explaining how to use them, what results to expect and how to incorporate them into a consistent routine.
Cross-selling was carefully mapped around genuine compatibility. Skincare recommendations completed the customer’s existing routine, while treatment recommendations reflected the product’s purpose and the customer’s skin goals. Clinic customers could discover suitable homecare, and webshop customers could learn about relevant professional treatments.
The result
The result is a more connected Sarasin customer experience in which the webshop, clinic and CRM reinforce one another. Science is no longer limited to product descriptions, it shapes the complete journey, from discovery and conversion to aftercare, retention and long-term customer education.
By combining clinical expertise, structured customer data and relevant recommendations, we helped Sarasin build an e-commerce and CRM ecosystem that feels personal, educational and commercially effective.
