E-Mails Accentuate Jurlique's Image

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Good skincare thanks to an e-mail?

Australian organic cosmetics retailer Jurlique is using e-mail to deliver informative content to U.S. clients to build its image as the one-stop shop for health education and beauty products. J.L. Halsey's EmailLabs unit works on the account.

"The whole point of our e-mail is not to sell, but to inform customers," said Brandon Marsh, New York-based e-commerce and business development head at Jurlique. "We want to be known as a resource to consumers when they have questions in reference to skincare."

Founded 23 years ago by a naturopath and a horticulturist, Jurlique makes cosmetics from active herbal ingredients friendly to the skin. Products include the Tranquil Bubble Bath for $17, White Aroma Stone -- Electric Burner for $56 and Rose Hand Care Cream for $25.

Jurlique e-mails land twice monthly in the inbox of existing customers. The first is somewhat sales oriented. This mailing is personalized based on the consumer's past purchases and demographics. It also includes information about new products and promotions in-store and online.

The second e-mail is all about beauty tips and health advice. Because the retailer wants to be known as the resource on skincare, Mr. Marsh said, it isn't pushy and sales oriented. This is simply an effort to build the brand, he said.

Jurlique chose EmailLabs to handle its campaign because of the vendor's software functionality and analytics features, Mr. Marsh said. The program lets Jurlique design its own content, then follow EmailLabs steps to insert it into the e-mail form.

It is triggered semimonthly and sent to the existing customer database, whose size Mr. Marsh would not disclose. However, he did say that 20,000 to 50,000 e-mails based on a specific targeted template are sent with each mailing.

All Jurlique customer e-mail addresses have been gained organically through orders. The retailer, which also has operations in Australia, Britain, Japan, South Korea and Taiwan, does not buy lists. It operates mainly in a business-to-consumer market but is getting into the business-to-business end.

E-mail is seen as a good way to meet Jurlique's domestic aspirations.

"We want to be there for them, but at the end of the day they are the ones handling the program," said Jim Herbold, general manager of EmailLabs, Menlo Park, CA. "The e-mail has their branding, and we send it as they like it."

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