Building a global luxury e-commerce operation from the ground up
How we became the outsourced Chief Digital Officer for an ultra-premium Japanese-French skincare brand, building and running their entire e-commerce ecosystem across seven markets.
The Challenge
EviDenS de Beaute had serious offline credibility, retailing at Harrods, Bergdorf Goodman, and Takashimaya. But the e-commerce side hadn't kept up. The website, CRM, advertising, and analytics all operated in silos with no strategy connecting them. Every digital touchpoint had to reflect ultra-premium positioning, so discounting and mass-market tactics were off the table. The brand needed to serve customers across the US, UK, France, Singapore, Hong Kong, Australia, and Dubai, each with different behaviors and cultural expectations. And there was nobody in-house who could own the full digital picture.
Our Approach
We stepped in as the brand's outsourced Chief Digital Officer, owning strategy through daily execution. We built the global Shopify Plus store from scratch with multi-currency, multi-language, and subscription support for their ritualistic Saho skincare routines. On CRM, we designed automated Klaviyo journeys around education rather than promotions, walking customers through the brand's multi-step skincare philosophy before asking for the sale. Exclusivity messaging consistently outperformed promotional copy, so we leaned into private access and members-only framing across every channel. On paid media, we ran campaigns across Meta, Google, and TikTok in seven markets. Broad targeting with strong creative beat hyper-segmented audiences every time. We also identified markets where high-value customers were showing up organically with minimal ad spend, which reshaped the geographic expansion strategy entirely.
The Results
E-commerce went from an underdeveloped channel to a real revenue driver. Online sales grew by multiples of where they started. We run paid media across seven markets simultaneously, manage the full Klaviyo CRM with automated flows driving repeat purchases, and maintain the Shopify Plus multi-market store we built. The brand now has a cohesive digital ecosystem where acquisition, retention, and brand experience work together instead of in silos.