Revitalising Revenue: A Strategic Activation Initiative for a Premier Luxury Fragrance Brand

Company

Jo Malone

industry

Luxury Retail

Role

Design Lead

timeline

3 months

tools

Google Analytics, Full Story, Figma

summary

Jo Malone is one of the many brands under the luxury cosmetics, skincare and fragrance powerhouse Estée Lauder Companies.

  • The brand was facing stagnating revenue amid shifting consumer behaviours.

  • 11 quick win ideas delivered across 5 markets (JP, AU, KR, TW, HK) using in-house skills & systems knowledge resulting in 44 activations across websites.

  • The quarter-long initiative generated over US $105,000 in net revenue for APAC markets

  • We monitored KPIs via integrated analytics, adjusting for real-time performance.

  • This success propelled new projects across all brands in APAC

Challenges

  • 01

    Regional team reported a 15-20% YoY revenue decline, due to reduced traffic, algorithm changes impacting organic traffic, and competition from emerging digital-first luxury players.

  • 02

    A low priority brand in low priority markets, a solid plan was crucial in getting even internal stakeholder buy-in

my role

I led the initiative alongside our CRO specialist from ideation to implementation

  • Proposed a targeted activation strategy to the Senior Director emphasising online channel enhancements that leverage data from Google Analytics and FullStory

  • We developed 11 zero-to-low-code activations, minimising development overhead while maximising ROI

  • Facilitated communication internally and externally through implementation, including offshore affiliates to mitigate risks caused by their operational delays

  • As an experience metric, proposed and conducted a survey to understand the success and improvement opportunities for our first cross-functional collaboration on a regional brand scale.

Smartphone displaying a product page for Jo Malone London Cologne Intense, with a picture of a dark brown perfume bottle and price in Japanese Yen, along with options for different sizes.
A smartphone screen displaying a product filtering page for body creams, with options to filter by scent family, category, and mood, and showing two products with their prices and sizes.
A smartphone displaying a product page for back-in-stock skincare items on the Jo Malone London website, with analytics overlay showing increased activity for back-in-stock items, click-through rate boost, and earnings of $7.3K USD.
Mobile phone displaying an online store page for exfoliating shower gels, showing two products with their names, prices, and options to select size and add to bag, overlaid with annotations highlighting activation, CTR boost, and earnings metrics. 
my approach

The Jo Malone brand, was not a priority for APAC market. This required us to create a zero-to-low effort strategy with proven high net revenue gains.

  1. To get stakeholder buy-in, I capitalised on 2 of our team’s OKRs - (1) Lower organisational communication cost; and, (2) Uplift cross-functional collaboration.
    It was also our Senior Director’s goal to get more recognition for our team.

  2. Activation items drawn from data-proven successes in prior activations for other brands in Japan and Australia—our company's largest markets—where similar tactics yielded 25-40% uplift in conversion rates and $50K+ in incremental revenue per activation.

  3. Early data analysis to estimate revenue made getting the buy-in smoother by illustrating gross revenue based on historical benchmarks and projected net revenue

The initiative exceeded expectations, delivering US $105,000 in net revenue within the quarter—a 20% uplift from baseline.

  • +352bps

    Mobile CTR engagement boost with improved UX

  • +778bps

    Increased CVR for new page - Back In Stock

  • $105k

    Total quarterly incremental revenue impact

Comparison of two smartphones displaying an online store page for Jo Malone exfoliating shower gel, showing different product options and prices. 
key takeaways

This case demonstrates how targeted, data-backed UX design can swiftly address revenue challenges in luxury sectors.

By blending proven tactics with brand-specific tailoring, we achieved measurable gains with minimal resource investment.

The ripple effect— from regional success to pan-APAC collaboration—highlights the value of cross-functional advocacy and scalable strategies in driving enterprise-wide growth.

testimonial

Isabel’s standout strength is her exceptional communication skills, which made complex UX/UI concepts accessible to everyone, from engineers to executives. She leads with empathy and clarity, ensuring seamless stakeholder engagement and alignment across teams in the APAC region.

A young man in a navy blue suit and tie with a white shirt, standing against a black background.

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