Industry: E-commerce, Haircare

Dr Locs is a leading eCommerce brand that provides clean, effective haircare products formulated explicitly for dreadlocked hair. They brought me on to develop a comprehensive welcome and nurturing email series that would resonate deeply with their uniquely segmented audience.

I strategised, wrote, and art-directed a 12-email sequence that walked customers through the loc journey—from Baby Locs to Teenage Locs to Adult Locs. Each email was tailored with relevant content and education for every stage, helping readers feel seen, supported, and guided toward the right products.

The campaign continues to be a resounding success, driving engagement and sales by turning education into empowerment. It has positioned Dr Locs as a product brand and a trusted partner in every loc-wearer’s hair journey.