Rooted in Moroccan ritual and modern science, whind is a brand that prioritises the emotion of beauty. Their challenge lay in translating this deeply sensorial, "Golden Hour" brand identity into a high-performing CRM strategy that could resonate with a global audience. They required a partner who could balance the technical demands of a premium skincare brand with a storytelling-first approach.

Our team at Lucid approached whind as a destination brand. We recognised that the whind customer isn't just buying a product; they are investing in a ritual. Using Klaviyo, we moved away from generic outreach to a strategy defined by cultural nuance and elevated aesthetics. A key pillar of our strategy was the localisation of the customer journey for the Middle Eastern market. Recognising the unique purchasing behaviours in the UAE, we implemented localised segmentation that respects regional preferences. 

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By leveraging dynamic content blocks, we ensure that imagery and copy reflects the "Science of Glow" for their Western audiences while leaning into the "Essence of Glow" and fragrance-led storytelling for their Middle East. Our creative direction remains focused on high-impact, evocative visuals that maintain the brand’s luxury positioning across every touchpoint, ensuring the inbox experience felt as indulgent as the products themselves. 

This ongoing partnership continues to transform whind’s CRM into a sophisticated engine for growth. By marrying technical precision with cultural intelligence, Lucid is successfully helping whind scale its presence in both the UK and the Middle East. Our work consistently delivers a unified brand voice, driving high levels of engagement and fostering a loyal community