The challenge
Karen Betts built its name in the clinic. This launch introduced a new product: a luxury makeup pen with interchangeable, refillable nibs, designed to be kept and refilled for years and given as an heirloom. Customers needed to understand it before buying.
First-time buyers had to choose a case, the area they would use it on and a colour, without the choice feeling complicated. Returning customers needed a fast way to buy refills. The brand also wanted to build interest before launch and make the product easy to give as a gift, even when the recipient would pick the nib.
Solution
Choose it once, refill it for years.
We started with a customer experience workshop and technical scoping, then designed the store in Figma and built it on Shopify.
First-time buyers follow a step-by-step configurator: case, then area, then nib. The images change with every choice, and colour swatches open in a drawer. Returning customers go straight to a simple product page to reorder refills.
Rebuy suggests accessories and lids on the product page, in the side cart and at checkout, and the side cart shows how close an order is to free shipping. Before launch, a waitlist page with a countdown and email sign-up built demand through Klaviyo. The site leads with gifting, under the line ‘Gift an heirloom’: the buyer chooses the finish, such as gold, and the recipient chooses their colours. For gifting, we built three routes: a ready-made bundle, the case now with the nib chosen later, or a gift token the recipient redeems for both.
What we built
The build
- A step-by-step configurator for case, area and nib, with images that update as you choose
- A quick reorder page for returning customers
- Rebuy upsells across the product page, side cart and checkout
- A side cart with a free-shipping progress bar
- A launch waitlist with countdown and email sign-up
- Three gifting routes, including redeemable gift tokens
Technology: Shopify, Rebuy, Klaviyo and Peoplevox.
Impact
The result
New customers can now build their first set with confidence, and existing customers can reorder refills in a few taps. The waitlist gave the brand an audience before launch day, and gifting works whether or not the buyer knows which nib to choose.
