WASI Sustainable Seaweed Skincare Email

The Client:

WASI is an independent, family-run business that creates seaweed-infused skincare by hand-harvesting seaweed from the West Coast of Ireland.

The Ask:

WASI needed a warm, personal email campaign to encourage conscious consumers to purchase their seaweed-infused facial oil. The email targets Irish and American women aged 30–70 who prefer simple, sustainable skincare and seek gentle, effective solutions for sensitive skin. They are eco-conscious and prefer sustainable, cruelty-free skincare and don’t mind spending a bit more on high-quality products that deliver the results they’re after.

The Answer:

I wrote a friendly, first-person email from Claire, the owner, that highlights the soothing, nourishing power of seaweed while reflecting the care and heritage at the heart of WASI. I highlighted how the product helps care for sun-exposed skin by using a friendly and humorous tone to encourage people to buy facial oil during the Summer months. By emphasising how users don’t need to use as much oil in the Summer as in the Winter, I was able to add an extra benefit to using facial oil in the Summer with a positive perspective. The email helped build trust and connection with the audience, encouraging them to purchase the facial oil and feel good about supporting both their skin and a sustainable, independent business. I used one simple and direct CTA to drive readers to the facial oil page on the WASI website.