A person with curly hair holds a small, rectangular, marble-patterned object with both hands. They are wearing a sleeveless brown top and are outdoors, with a clear blue sky in the background.

Email + SMS 

Award-Winning Scents That Elevate the Everyday

Project Details

The Challenge

Lake & Skye needed a high-converting email and SMS strategy to re-engage existing subscribers, drive repeat purchases, and maximize ROI through lifecycle marketing.

The Solution

Partnering with GRIT, we implemented our SERVE-SERVE-SELL strategy to build a more effective retention ecosystem:

  • Launched a new SMS program to create an additional revenue stream

  • Introduced segmentation + testing strategies for optimized performance

  • Focused on hero product merchandising to drive high-intent conversions

The Results

  • 225% increase in YoY revenue within the first 8 weeks

  • 64% increase in open rates

  • 116% increase in CTR

  • 180% increase in placed order rate

By merging data-driven insights with strategic execution, GRIT transformed Lake & Skye’s email and SMS channels into powerful revenue drivers.

A promotional image of a woman in a blue dress smiling against a blue sky. Text on the image promotes Lake & Skye fragrances and the company’s core values. Includes shopping options.
A promotional image for Lake & Skye’s 11 11 collection featuring fragrance items. Text highlights 1,500+ 5-star reviews and describes the scent as musky and ethereal. Offers other related product options. Mentions Afterpay for purchase options.
A perfume bottle with iridescent reflections rests on its side against a light purple background. The shiny metallic cap is prominent, and the bottle's surface displays a spectrum of soft colors.
A promotional image for Lake & Skye featuring summer rituals with scented products. Includes morning body oil, afternoon perfume, night candle, and diffuser. Offers a link to shop favorites and highlights a feature on Refinery29.
Close-up of a person holding a perfume bottle labeled Lake & Skye 11 11 Eau de Parfum. The person wears a white textured outfit, and the background features green leaves, suggesting an outdoor setting.
Perfume bottle next to a box labeled Lake & Skye Apaaray, adorned with vibrant blue and purple flowers on a shiny blue surface. The setup casts soft shadows on the light blue background.
Advertisement for Lake & Skye. The top section features text inviting long weekends with lasting summer scents. Below are three perfume products from the 11 11 collection labeled as travel picks.

Social Media Marketing 

Rescuing Engagement & Rebuilding Authentic Connection Through On-Brand Content

Project Details

The Challenge

Lake & Skye is an award-winning fragrance brand known for creating elevated, modern scents that uplift the spirit. With a strong DTC presence and distribution through Ulta, Nordstrom, Bluemercury, and curated boutiques, the brand has built a reputation for quality and intention. GRIT Studio was brought on to lead Instagram and TikTok management, with a focus on reclaiming engagement and re-aligning content with brand identity.

Following a celebrity giveaway campaign, Lake & Skye experienced a rapid increase in Instagram followers—but the new audience wasn’t aligned with the brand’s niche. As a result:

  • Engagement dropped significantly

  • The brand resorted to engagement bait content (e.g., kittens and puppies) that drove likes but diluted their storytelling

  • Followers weren’t connecting with the brand’s core messaging or visuals

The Solution

GRIT implemented a data-informed content strategy focused on quality over quantity and aligned with Lake & Skye’s elevated aesthetic:

  • Introduced content buckets and tracked performance to identify what resonated with their ideal audience

  • Gradually phased out off-brand content, reintroducing voice, visuals, and product storytelling that aligned with brand values

  • Built trust through consistency, refined creative, and strategic cadence

  • Balanced brand-building content with engagement and promotional goals

The Results

  • Engagement rate increased to 5% (including promotional content), up from 2%

  • 2% engagement rate on non-promotional content, previously under 1%

  • Both metrics now exceed industry benchmarks for the beauty/fragrance category

  • 75% of posts consistently exceed internal engagement goals

  • Maintained follower count while re-aligning audience with authentic, on-brand content

By shifting from short-term engagement tactics to long-term brand alignment, GRIT helped Lake & Skye reclaim their voice, rebuild authentic connection, and establish a sustainable, high-performing content strategy.

A variety of Lake & Skye perfume bottles and boxes are displayed on a light pink surface. The bottles, in different sizes, contain transparent liquids. The packaging features minimalist designs with sleek fonts and subtle color accents.
A clear glass bottle labeled Lake & Skye Santal Gray Body Oil stands next to a large pink peony bloom. A dropper is inserted into the bottle. The background is a soft, neutral white.
Various bottles of Lake & Skye perfumes and body oils are arranged on a reflective surface, including Canyon Rose and Echo Lake fragrances. The bottles have sleek, transparent designs with silver caps.
Perfume bottle and box labeled Lake & Skye Apaaray on a blue surface, with delicate flowers in the background casting shadows.

Ready To Elevate Your Brand?

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