About the Brand

One belief. One standard. A brand that never asked its customers to settle for less.

Kimirica is India’s luxury self-care and hospitality brand, built on one clear belief: premium, vegan, cruelty-free beauty should never ask customers to choose between quality and conscience. Starting by supplying premium amenities to hotels and airlines, Kimirica expanded into a full consumer offering across bath, body, skincare, and fragrance, and then into gifting, without compromising the standard that made it trusted in the first place.

The brand occupies a distinctive position in the Indian market: genuinely luxury, genuinely responsible, and genuinely loved by a customer base that knows exactly what it values. With a strong D2C presence and an audience with high intent and real loyalty, Kimirica had a foundation most brands spend years trying to build.

The opportunity was in activating it with the precision it deserved.

The Brief

Building the Infrastructure That Turns Every Customer Interaction into Compounding Growth.

A brief rooted in one forward-looking ambition: give Kimirica’s growth the infrastructure to compound with every customer interaction.

The engagement was built around three clear priorities: activating the full picture of Kimirica’s visitor audience across every funnel stage, expanding lifecycle automation to cover the entire customer journey, and giving the brand’s campaign calendar the structure and analytical depth to drive revenue with consistency.

Kimirica had the customer base, the brand trust, and the product depth to scale. The strategy was built to ensure the retention infrastructure could grow at exactly the same pace.

The Challenges

Three Challenges. Each One a Growth Opportunity in Disguise.

Working at the intersection of luxury and D2C means encountering growth inflection points that standard playbooks do not fully address. Each one required its own answer, and every answer had to function as part of a single, coherent retention system.

01. The Audience Was Already There. The Brand Just Could Not See All of It Yet:
Visitors were landing, browsing, carting, and signalling exactly what they wanted before they ever converted. And most of those signals were going unread. Anonymous behaviour is not a gap in the data. It is an invitation to build smarter. The moment you start capturing it, your audiences get sharper, your journeys get tighter, and your remarketing actually reaches the people it should.

02. The Automation Was Running. The Relationship Was Just Getting Started:
Cart recovery was live. Product abandonment was covered. But a customer who loves a brand like Kimirica does not stop at one cart. They replenish. They lapse and come back. They leave feedback. They become regulars. The flows for all of those moments were sitting untouched. The lifecycle was not broken. It just had not been built yet.

03. Campaigns Were Landing in Inboxes. They Were Not Yet Landing at the Right Moment:
Sends were going out but to wide audiences, on inconsistent schedules, without a calendar to anchor them or a strategy to sharpen them. Retention was reacting instead of planning. And reactive retention leaves enormous revenue sitting on the table every single month. The audience was ready. The channel just needed to be run like the revenue driver it was always going to be.

Strategy Implemented

Three Strategic Decisions That Turned Kimirica’s Retention Potential Into Bi-Annual Growth.

Every move was guided by the same intent: build a retention infrastructure that earns revenue by design, not by chance, and compounds with every customer interaction.

01. Activating the Invisible: From Anonymous Visitors to Actionable Audiences:

Browsing, carting, checkout intent. All of it was already happening across Kimirica’s digital properties every day. We implemented anonymous user tracking and enhanced event capture across every key behavioural signal, so the pre-conversion journey stopped being invisible and started feeding directly into sharper segments, smarter audiences, and more targeted journeys. Every downstream strategy now had a stronger foundation to build from.

02. A Lifecycle Suite That Travels the Full Arc of the Customer Relationship:

Cart recovery was the starting point, not the finish line. A complete suite of lifecycle flows was built around every meaningful moment in the customer relationship: checkout abandonment, replenishment reminders, winback campaigns, post-purchase follow-ups, and feedback journeys. Every touchpoint designed to feel timely, relevant, and entirely on-brand.

03. A Monthly Campaign Calendar Built for Revenue, Not Reaction:

Monthly campaign calendars were built with data-informed launch dates and send-time optimisation. Better tools for orchestration and analysis were recommended and integrated, transforming Kimirica’s campaign output from occasional and reactive into consistent, planful, and measurable. Retention became a channel with a strategy and a clear line of sight from every send to overall revenue performance.

Execution Framework

The Architecture Behind Kimirica’s Retention Transformation.

Precision at the strategy layer, built to perform consistently at the execution layer. Each pillar chosen to close a specific gap in Kimirica’s retention ecosystem.

LAYER	APPROACH
Audience Intelligence	Anonymous visitor tracking with improved event capture across browsing, carting, and checkout, building full-funnel visibility for the first time.
Lifecycle Automation	Multi-touchpoint journey activation: replenishment, winback, cart recovery, checkout abandonment, purchase reminders, and feedback flows covering the complete customer arc.
Campaign Orchestration	Monthly calendar strategy with optimised launch dates and send-time recommendations for consistent, revenue-driven output.
Segmentation Strategy	Behaviour-based audience building from full-funnel intent signals, enabling precise targeting across all lifecycle stages.
Analytics & Measurement	Bi-annual performance tracking across ROAS, revenue contribution, order volume, retention rate, and email engagement metrics.

The Outcome

Kimirica Now Has a Retention Engine That Matches the Brand It Has Always Been.

A new tracking architecture. A full lifecycle automation suite. A structured monthly campaign calendar. Better tools for orchestration and analysis. What was once a reactive, limited-coverage channel is now one of Kimirica’s most reliable revenue drivers, active at every stage of the customer journey, calibrated to the intent signals that matter, and built to compound with every interaction.

The results speak across every dimension that matters: return on ad spend, revenue contribution, customer retention rate, order volume, and email engagement. Each metric reflects a retention function now operating at the level the brand’s ambition always pointed toward.

The Results

What Full-Lifecycle Retention Delivers When Infrastructure Meets Ambition.
Bi-Annual Growth: Sep 2025 to May 2026.

6.6X

ROAS
3X

Retention Contribution Rate
2X

Revenue

2.5X

Orders
3X

Click Through Rate

What Kimirica Proves Is Possible

When a Brand Built on Conviction Gets a Retention Strategy Built on Precision, This Is What It Looks Like.

Kimirica did not need to reinvent itself. It needed a retention strategy as intentional as the brand it had already built.

Every decision in this engagement was shaped by Kimirica’s own standard: premium, responsible, and customer-first. The tracking architecture, the lifecycle journeys, the monthly campaign calendar, all of it designed to feel as considered and on-brand as the products themselves.

The result is a retention engine that does not just recover abandoned carts. It builds customer relationships across every stage of the lifecycle, with the consistency and intelligence that scales as the brand does.

That is the standard Lyxel&Flamingo brought to this engagement. And the one it carries into every D2C retention brief that follows.

Your customers came back once. The right retention engine makes sure they never stop.

If your D2C brand has the audience but not the infrastructure to make the most of it, the gap is usually in lifecycle automation, campaign planning, or the visibility to act on the right signals at the right time. Book a complimentary retention audit to find exactly where growth is being left behind, and what closing that gap looks like for your brand.