Case Study
Case study — Skin care ecommerce
How Good Eggs & Co. drove consistent, compounding growth for Crawford Street Skin Care
A full-channel ecommerce strategy across social, email, paid, and web that built a loyal, repeat-buying audience for a natural skin care brand serving an underserved demographic.
A Good Eggs & Co. case study for
The client
Crawford Street’s product line, from 2012 to 2026.
Crawford Street Skin Care
Crawford Street Skin Care is a Canadian natural skin care brand built on plant-based, eco-conscious, and fair-trade ingredients. Founded by Gaelyne Leslie, the brand has carved out a distinctive position: simple, effective skin care for perimenopausal and menopausal women, a demographic that remains significantly underserved in the beauty industry. With a growing line of bestselling essentials and a loyal customer base, Crawford Street partnered with Good Eggs & Co. to manage the full channel mix and translate real audience insight into measurable ecommerce growth.
Crawford Street’s product line, from 2012 to 2026.
The challenge
Traffic was growing. Conversion and loyalty needed work.
Crawford Street had strong foundations: quality products, an engaged audience, and genuine brand equity. But scaling required more than consistent posting. It needed a channel-wide strategy that could turn rising awareness into repeatable purchases and a customer base that kept coming back. Key gaps included a site conversion rate under pressure from new top-of-funnel ad traffic, an email program leaning too heavily on promotions rather than relationship-building, and social channels without a unified content framework or launch infrastructure to sustain momentum.
The approach
Good Eggs built a strategy that worked across every channel simultaneously.
One unified strategy across every channel
Good Eggs built a cohesive content and channel strategy that ran consistently across social, email, paid, and web. Every touchpoint worked toward the same goal: establishing Crawford Street as a trusted authority in natural skin care for women in midlife, and giving customers a reason to return beyond a sale. Rather than treating each channel in isolation, the strategy was designed so that social built awareness, email deepened loyalty, paid amplified key moments, and the website converted the growing audience into repeat buyers.
2025 results
The numbers
+14%YoY gross sales growth
+14%YoY order growth
+36%Growth in site traffic
★
First record-breaking sales month in brand history
In 2025, Crawford Street achieved its highest-ever single month of sales, driven by a highly engaged email list and a coordinated cross-channel campaign strategy, validating years of audience-building work.
Site conversion
~2.5–3%
Beauty ecommerce industry average conversion rate
3.7%
Crawford Street, above industry average even with 36% more traffic year over year
Channel highlights
Email — loyalty and retention engine
Email was Crawford Street’s most powerful retention tool. Not just a broadcast channel, but a relationship-building program that kept existing customers engaged, rewarded loyalty, and drove repeat purchases throughout the year.
2.78%Average click rate
VIPSegmentation for high-value repeat customers
#1Email-only months outperformed ad-only months
- Introduced a VIP segment for high-value and repeat customers, giving them early access to new products and exclusive offers and directly supporting second and third purchase rates
- Built a balanced editorial and promotional mix: educational skin care content alongside campaign sends kept the list warm between sale moments, reducing dependence on discounting
- Launch emails consistently outperformed reminder sends, a signal that the audience was primed and engaged rather than fatigued
- Email-only pushes to the engaged list consistently outperformed ad-only months, confirming that owned audience retention drove stronger conversion than cold acquisition alone
Social — Instagram
Video content was the engine of Crawford Street’s social performance. Founder-led videos and UGC creator content consistently drove the highest reach, engagement, and click-through to the site.
Branded video content supporting the campaign strategy.
UGC and branded video content produced as part of the social program.
1.44%Crawford Street engagement rate
0.60%Industry average engagement rate
- 3x per week posting cadence on Instagram (primary), with repurposed content on TikTok, Facebook, and Pinterest
- UGC program with two niche creators producing 4 videos per month, consistently driving the highest organic reach and social proof for the brand
- Founder-led video content drove the strongest engagement spikes, reinforcing community trust in Gaelyne as the face of the brand
- DM automations built to convert social engagement into site visits and email sign-ups, bridging discovery into owned channels
Website + ecommerce
+36%More site sessions year over year
+14%Order growth, keeping pace with traffic
3.7%Conversion rate, above the beauty ecommerce average
- Grew site traffic significantly year over year through paid and organic social, expanding top-of-funnel discovery without sacrificing conversion quality
- Held a 3.7% conversion rate above the beauty ecommerce industry benchmark despite absorbing a large influx of new, first-time visitors
- Cross-channel moments with email and paid running simultaneously consistently drove the strongest monthly results
Organic social
Results across email, paid, and web were supported by an ongoing organic social program managed by Good Eggs across Instagram, TikTok, Facebook, and Pinterest, maintaining a consistent brand presence and community touchpoint throughout the year.
Client voice
“Partnering with the Good Eggs team has been an absolute delight. Over the course of 14 years, I have hired several agencies and consultants to help grow and oversee marketing. Good Eggs (Joanna and Sam) have been by far the best partners, mainly because they listen and understand our unique marketing needs. They get it, and they’ve made it fun instead of stressful. With their help planning and executing email, social and PR, results have been awesome and I have been able to focus on my core business, knowing that all of our marketing needs are in good hands. They truly are exceptionally Good Eggs!”
Gaelyne Leslie, CEO + Founder, Crawford Street Skin Care
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