Klaviyo

How we built a personalized Klaviyo email strategy for Cent Pur Cent

The name of Caroline Rigo is well known in the beauty industry, just like her beauty brand, Cent Pur Cent. But even the strongest brand needs more than brand awareness to grow sustainably. A conversion-optimized webshop and a smart, data-driven email marketing strategy can make all the difference.

To accelerate their digital growth with impact, Cent Pur Cent partnered with Radikal in a year-long strategic Klaviyo collaboration. Here’s how we transformed their email marketing, and the results it delivered.

Shopify & Klaviyo: a perfect match

Our collaboration with Cent Pur Cent started witha new Shopify build. The focus was focused on two key areas: a design fully aligned with the brand’s identity, and an intuitive, conversion-friendly user experience.

Thanks to the native integration between Shopify and Klaviyo, Klaviyo was the obvious choice for email marketing. This setup allowed Cent Pur Cent to track every relevant Shopify event (purchases, abandoned checkouts, revenue, etc.) and turn that data into powerful audience segmentation.

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Building a strong email marketing foundation

Once the new webshop went live, we ensured a solid Klaviyo foundation was in place. This included the essential flows every ecommerce brand needs:

Abandoned checkout flow to recover lost revenue
Welcome flow to introduce the brand and build relationships
Post-purchase flow to encourage repeat purchases through relevant cross-sells

While essential, these flows only cover specific customer journeys and offer limited personalization on their own. A truly strong email marketing strategy goes further: it uses customer data to deliver the right content, to the right person, at the right time.

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Using data to power personalization at scale

So how do you move beyond standardised personalization? The answer lies in data. We combined multiple data sources:

Zero-party data from sign-up forms, surveys, and quizzes;
Behavioral data such as browsing and purchase history;
Engagement data from email interactions

For Cent Pur Cent, the main challenge was understanding their customers on a deeper level: their intrest, skills, and concerns. We gradually answered these questions by analyzing purchase and browsing behavior, sending preference-based campaigns, adding low-effort micro-surveys inside emails.

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Olivia Coppin, Digital Marketer at Cent Pur Cent on data collection and personalization:

Activating loyal VIP customers

One of the most valuable segments was Cent Pur Cent’s VIP customers, a highly loyal group willing to queue for hours and purchase new launches the moment they drop. Previously, this segment received no special email treatment beyond loyalty points in the app. In the new Klaviyo strategy, we included early access within key flows such as back-in-stock and sales campaigns. This made loyal customers feel recognized and rewarded, strengthening retention and brand affinity.

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Automated educational content

Cent Pur Cent has plenty of educational content across their webshop and social channels. Instead of limiting this content to one-off campaigns, we turned it into automation.

We created tutorial and education flows that automatically sent relevant content based on products purchased and the skin concern indicated by customers. To make the flow more actionable, we also added a relevant cross-sell email for brushes. Cent Pur Cent noticed they many of their customers are not aware why they need separate brushes for different products, that’s why this email both both valuable for clients, and profitable for the brand.

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How business performance analytics pointed to an educational gap:

Connecting data across touchpoints

To truly unlock the value of Klaviyo, we helped Cent Pur Cent shift toward a centralized data mindset. The principle was simple: every piece of customer data, no matter where it’s collected, should feed into Klaviyo and strengthen segmentation and campaign strategy.

A great example was their 10-year anniversary campaign. Customers received a scratch card with their purchase and entered their code via Typeform. We turned this into more than just an activation by adding a few strategic questions to capture valuable zero-party data. By connecting Typeform with Klaviyo, all responses flowed directly into customer profiles, transforming a one-off campaign into a scalable source for smarter personalization.

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Unleashing the power of WhatsApp

To take their strategy further, we introduced WhatsApp within Klaviyo, unlocking a new way to build omnichannel campaigns from one platform. Given how personal this channel is, we started carefully, focusing on VIP and loyal customers.

Instead of pushing promotions, we created interactive quizzes that felt natural and engaging. Customers shared their preferences in a simple, conversational way, while the data synced back into Klaviyo in real time. In return, they received personalized product recommendations directly in WhatsApp, delivering clear value without being intrusive.

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Empowering the team with Klaviyo Training

As results improved, the Cent Pur Cent team wanted to take ownership of their email marketing strategy. Our Klaviyo expert Lizzi delivered a 7-session, hands-on Klaviyo training at their office in Hasselt. The course covered both fundamentals and advanced strategies, combining theory with practical exercises, live account work, and open Q&A sessions, empowering the internal team to confidently manage and scale their efforts.

Conclusion

Even successful mature brands with loyal customers might struggle to understand their audience on a personal level. Combining smart data usage, automation, and strategy, Cent Pur Cent transformed email marketing into a core growth channel, delivering real value to subscribers and measurable results for the business.

Olivia’s experience with Radikal: