Cosmetics
A conversion-led custom Shopify storefront for The Clean Shave, the San Diego grooming brand behind the Razor Rinser®, founded by two Navy veterans and funded twice on Kickstarter. The store leads with the Super Shaver Combo, turns one-time Shave Bomb buyers into subscribers, and tells the founders' story without getting in the way of the product.
Project Goals
Matt Semple and Andy Camp came to Convertive after their second Kickstarter campaign for the Razor Rinser®, with a standard Shopify theme and a clear aim: turn campaign momentum into a long-running store. The brief set three priorities. Convert first-time visitors to the Super Shaver Combo, turn Shave Bomb buyers into subscribers, and carry the story of two Navy veterans without letting it overshadow the product. Everything had to stay on the existing Shopify backend, with products, orders and customers untouched, and the store had to launch as a fully custom-coded theme rather than a restyled template.
Conversion Benefits
The homepage opens on the Razor Rinser® with press logos and over 12,000 happy shavers as proof, explains how it works in three steps, then lands on the Super Shaver Combo with every component priced so the bundle reads as the obvious choice. A dedicated Shave Bomb section sells the subscription at a visible 20 percent saving with pause or cancel spelled out, and a comparison table sets the Rinser against the sink and the shower on water, mess, blade life and speed. Behind the storefront, 22 branded Klaviyo emails across 13 flows recover abandoned carts, prompt Shave Bomb restocks and nudge one-time buyers toward the subscription, each carrying its own single-use discount code.
Design
A light blue field, black display type and a pill-shaped navigation keep the whole store feeling clean and wet, which is the product's entire promise. Product photography does the talking, with the Rinser shown in the sink, in the shower and on the road rather than on a plinth, and the founders appear once, near the end of the page, so the story supports the sale instead of leading it. The same palette, type and buttons carry into the Klaviyo emails, so the inbox looks like the store.
