Perfumer H
A smarter Black Friday for a luxury fragrance house
Black Friday matters, but a luxury fragrance house can’t shout about discounts. The challenge was to make the most of the moment without cheapening the brand, and to make every pound of ad spend work hard rather than blasting a code to the whole list and hoping.
The answer was a loop between email and social ads. Black Friday emails went out, tailored by country and language. Anyone who opened one was quietly grouped together, with recent buyers removed, then matched to their Facebook and Instagram and shown the same simple offer. As people bought, they dropped out, and the next email refreshed the group. The emails found the interest, the ads closed it.
The loop, step by step
Email found the interest; the ads closed it. Spend only ever followed people who’d already shown they cared.
- Emails sent and openedBlack Friday emails went out with growing specificity, by country and language, across the run.
- Openers groupedAnyone who opened went into a segment that signals real intent, with anyone who’d bought in the last 72 hours taken out.
- Synced to MetaThe segment synced live to Meta and was matched to people’s accounts, at a 72% match rate, well above average.
- Ads servedThose people saw the same simple, direct offer on Facebook and Instagram, around 6.4 times each, the sweet spot.
- Buyers out, repeatAs people bought, they dropped out of the segment. The next email refreshed it, and the loop ran again.
Up on the year before
Black Friday 2025 against Black Friday 2024. Online sales and orders from Shopify; opens from Klaviyo.
The numbers
| Online sales | +153% |
|---|---|
| Orders | +142% |
| Email opens | +160% |
Why it worked
“Thom is a great asset to any online retailer, knowledgeable, approachable and always delivering results.”Christophe Michel, Founder, Perfumer H
What the work covers
Shopify Plus theme and front-end development. International stores for Japan, the US and France. Merchandising, UX and conversion work. Technical and on-page SEO. Paid media across Google and Meta. Email and CRM in Klaviyo. Tracking, analytics and the monthly reporting that sits on top.
Who builds and runs perfumerh.com
perfumerh.com has been built and looked after by TJDY since 2015. In July 2023 the site moved off its bespoke WooCommerce platform and onto Shopify Plus, and the store it trades on today I designed and built for that move, working within the brand’s creative direction, which Studio Frith and Lyn Harris set.
Since then the theme, the international stores for Japan, the United States and France, and the day-to-day trading have all been built and maintained here.