Nēmah · Cashmere Wolf

FANG OS

Holiday 2026

BFCM calendar and plan

The plan as it stands in the BFCM Calendar, Nov 1 to Dec 1 2026. Phases, offers, bonus offers and every ad spend figure on this page are read from the Ad Spend column of that sheet, nothing is typed in by hand. Email, SMS and creative are ours, built off what actually went out last year. Spend last read 20 October, after KC’s update.

$137,332

Ad spend, Nov 1 to Dec 2

Days, Nov 1 to Dec 2

Creative concepts needed

Nov 2

First offer live

01 · The four phases

Phase	Dates	Days	Headline offer	Ad spend
Pre-Sale BaselineTesting offers. Buy 3 Get 30% Off running sitewide, with three BFCM-exclusive bundles underneath it: Confident Skin Set, Scar + Stretch Care Duo, Bump + Balm Daily Routine. All three go to email and ads.	Nov 1 – 11	11	Buy 3 Get 30% Off	$31,992
VIP PresaleMLL list and email only. Gift with purchase runs underneath: free shipping at $70, $10 gift card at $90, free Nipple + Lip Balm at $120. Flash offers on three of the four days.	Nov 12 – 15	4	30% off sitewide	$17,520
Full Public SaleFifteen days, the whole of BFCM inside it. BOGO Let Her Glow runs as the bonus offer from Nov 25 through Cyber Monday. Black Friday and Cyber Monday carry the two biggest spend days of the year.	Nov 16 – 30	15	Sitewide up to 40%	$76,320
Public Sale ExtendedGiving Tuesday. Giveback offer plus 20% off all gift cards.	Dec 1 – 2	2	Sitewide up to 40%	$11,500

$137,332 across 32 days, summed cell by cell from the Ad Spend column. That is up 31% on the $104,500 the column held before KC’s update, and the extended phase is now two days rather than one. 56% sits inside the Full Public Sale, and $16,960 of that lands on Black Friday and Cyber Monday alone. Note there is no separate BFCM core phase in the calendar. BFCM sits inside the public sale as a bonus offer, which is a change from how 2025 was built. If KC moves a number in the Ad Spend column, this page is stale until it is re-read.

02 · Email and SMS

Everything below is measured out of Klaviyo for 1 Nov to 2 Dec 2025, not off the send calendar. The two disagree, and the calendar is the one that is wrong.

Channel	2025 sent	Nēmah owned	Third party (Zt1)	2026 plan
Email campaigns	35	27	8	32
SMS campaigns	14	6	8	14

Two things the Klaviyo data shows that the calendar did not. First, last year’s holiday send calendar logged 19 emails. Klaviyo says 35 actually went out, because the calendar never recorded the six follow-up resends to non-openers or the eight Zt1 campaigns. Any year-on-year email comparison built off that calendar is comparing 19 against a real number.

Second, and this is the one worth acting on: Nēmah sent six owned SMS campaigns across the entire BFCM window last year. Eight of the fourteen SMS that went out were Zt1. In the five days from Black Friday to the Tuesday after, when revenue peaks, exactly one owned SMS went out. SMS is the channel with the most headroom in this plan and it costs almost nothing to use.

Phase	Emails	SMS	Why that number
Pre-Sale Baseline, Nov 1 – 11	6	2	A launch and a reminder for each of the three exclusive bundles. SMS is list-build only here.
VIP Presale, Nov 12 – 15	5	3	Launch, GWP focus, flash offer, last chance, plus one follow-up. Early access is an SMS-native moment and was under-used last year.
Full Public Sale, Nov 16 – 30	19	8	A rough target, not a locked schedule. Ten original sends from us, five resends to people who did not open that day, and four ambassador campaigns that Lou runs internally. The same fifteen days last year ran 11 originals, 3 resends and 4 ambassador.
Extended, Dec 1	2	1	Final hours.
Total	32	14	Against 27 owned emails and 6 owned SMS last year.

A send on this calendar is not an email to every subscriber. Of the 19 in the public sale, 10 are original sends, 5 are resends that go only to people who did not open the original that day, and 4 are ambassador campaigns. Ambassador email is written and sent internally by Lou, not by us, and it goes to its own list of roughly 2,650 rather than the main file. So on a day the calendar shows three, a D2C subscriber receives at most two and most receive one. SMS more than doubles, from 6 owned to 14, and that is the change that should matter most, because only one owned SMS went out across the whole of Black Friday to Cyber Monday last year.

02b · What 19 actually means, Nov 16 to 30

Measured out of Klaviyo for the same fifteen days last year, Nov 16 to 30 2025, against the 2026 plan. Last year the send calendar recorded none of this split, which is why the year-on-year numbers have never lined up.

Nov 16 – 30	2025 actual	2026 plan	Who runs it
Original sends	11	10	Cashmere Wolf, to the engaged list. 34,000 to 56,000 last year.
Resends to non-openers	3	5	Cashmere Wolf. Only people who did not open that day’s original. Last year these ran 95 to 8,817.
Ambassador (Zt1)	4	4	Written and sent internally by Lou. A flat list of about 2,650, not the main file.
Total	18	19	Near enough flat on last year.

Every Zt1 send last year went to between 2,647 and 2,671 people while originals went to 30,000 plus, so it is a fixed ambassador list rather than a segment of the main file. Ambassador strategy and sending sit with Lou internally. We hold a slot for it in the count so the calendar reflects everything going out, but we do not write or send those. A D2C subscriber never receives them, so the ceiling across Nov 25 to 30 is six emails, one a day, plus a resend on any day they did not open.

03 · Creative for the ad account

The formula. Total spend divided by $5,500 per concept. $137,332 ÷ $5,500 = 25 concepts. That rate is the point where a concept carries enough budget to produce a readable result, but not so much that frequency climbs past about 3 before the next wave lands. Below roughly $3,000 a concept you cannot tell a winner from noise. Above roughly $8,000 you are paying to show the same asset to the same people. $5,500 is the middle of that.

The 19 are then distributed by spend share, with two adjustments. The Pre-Sale Baseline takes 6 rather than its share of 6, because it is the testing phase and three brand-new bundles each need two angles. The Full Public Sale takes 13 rather than its share of 14, because Nov 16 to 22 reuses the hero rather than refreshing. Everything else follows spend.

Phase	Spend	Concepts	Files	What they are
Pre-Sale Baseline	$31,992	6	12	Two per exclusive bundle. This is the testing phase, so variety matters more than polish.
VIP Presale	$17,520	4	8	The 30% offer, the gift tiers, and one from Mary.
Full Public Sale	$76,320	13	26	Three refresh waves across fifteen days, of which three are dated Black Friday and Cyber Monday assets.
Extended	$11,500	2	4	Final hours urgency.
Total	$137,332	25	50	Each concept delivered at 9:16 and 4:5. No 1:1.

Format mix we would shoot for: 13 video, 9 static, 3 carousel. Video carries the brand and Mary, static carries the offer, carousel carries the bundle breakdowns. Two ratios per concept, 9:16 and 4:5. Twenty-five concepts is the recommendation, fifteen is the floor, and below twelve the public sale runs the same three assets for fifteen days and fatigues before Black Friday.

04 · Mary’s filming priorities

Ranked by the spend sitting behind each, so if she only gets through the first two or three we have still covered the days that matter. This is what went to Katie.

#	What to shoot	When it runs	Spend behind it
1	Sitewide “up to 40%” heroNot a product video. A biggest-sale-of-the-year piece. The most reusable thing she can shoot and it carries the longest stretch of the calendar.	Nov 16 – Dec 2	$87,820
2	BOGO Let Her GlowBlack Friday and Cyber Monday both sit inside this window. Heaviest concentration of spend in the plan.	Nov 25 – 30	$37,680
3	The three exclusivesConfident Skin Set, Scar + Stretch Care Duo, Bump + Balm Daily Routine. All brand new, so there is no existing creative to fall back on. If only one, make it Confident Skin Set, best margin on the sheet at 75%.	Nov 2 – 11	$30,300
4	VIP 30% off sitewide with the gift tiers	Nov 12 – 15	$17,520

One hard constraint on every asset. Meta still has the Nēmah data source restricted, and ad creative is one of the inputs feeding that classification. Nothing in these videos can say treatment, healing, recovery, clinically proven, or name a medical condition, and no before-and-after on scars. Keep it to how it feels, how it looks, and the offer. The Health & Wellness section below has the full list.

05 · Day by day

Date	Day	Phase	Offer	Bonus offer	Ad spend
11-01	Sun	Pre-Sale Baseline			$1,692
11-02	Mon	Pre-Sale Baseline	Buy 3 Get 30% Off	Confident Skin Set · Scar + Stretch Care Duo · Bump + Balm Daily Routine	$2,580
11-03	Tue	Pre-Sale Baseline	Buy 3 Get 30% Off	3 exclusives	$3,080
11-04	Wed	Pre-Sale Baseline	Buy 3 Get 30% Off	3 exclusives	$3,080
11-05	Thu	Pre-Sale Baseline	Buy 3 Get 30% Off	3 exclusives	$3,080
11-06	Fri	Pre-Sale Baseline	Buy 3 Get 30% Off	3 exclusives	$3,080
11-07	Sat	Pre-Sale Baseline	Buy 3 Get 30% Off	3 exclusives	$3,080
11-08	Sun	Pre-Sale Baseline	Buy 3 Get 30% Off	3 exclusives	$3,080
11-09	Mon	Pre-Sale Baseline	Buy 3 Get 30% Off	3 exclusives	$3,080
11-10	Tue	Pre-Sale Baseline	Buy 3 Get 30% Off	3 exclusives	$3,080
11-11	Wed	Pre-Sale Baseline	Buy 3 Get 30% Off	3 exclusives · Veterans Day	$3,080
11-12	Thu	VIP Presale	30% off sitewide	GWP: free ship $70 · $10 GC $90 · Nip + Lip free $120	$4,380
11-13	Fri	VIP Presale	30% off sitewide	Refunding 5 orders today · World Kindness Day	$4,380
11-14	Sat	VIP Presale	30% off sitewide	Extra 10% off all refills	$4,380
11-15	Sun	VIP Presale	30% off sitewide	BOGO Pregnancy Set	$4,380
11-16	Mon	Full Public Sale	Sitewide Sale - Up to 40%		$5,880
11-17	Tue	Full Public Sale	Sitewide Sale - Up to 40%		$3,000
11-18	Wed	Full Public Sale	Sitewide Sale - Up to 40%		$3,000
11-19	Thu	Full Public Sale	Sitewide Sale - Up to 40%	Free Shipping	$3,000
11-20	Fri	Full Public Sale	Sitewide Sale - Up to 40%		$4,000
11-21	Sat	Full Public Sale	Sitewide Sale - Up to 40%	National Entrepreneur	$4,000
11-22	Sun	Full Public Sale	Sitewide Sale - Up to 40%		$4,000
11-23	Mon	Full Public Sale	Sitewide Sale - Up to 40%		$5,880
11-24	Tue	Full Public Sale	Sitewide Sale - Up to 40%		$5,880
11-25	Wed	Full Public Sale	Sitewide Sale - Up to 40%	BOGO Let Her Glow	$5,880
11-26	Thu	Full Public Sale	Sitewide Sale - Up to 40%	BOGO Let Her Glow · Thanksgiving	$4,080
11-27	Fri	Full Public Sale	Sitewide Sale - Up to 40%	BOGO Let Her Glow · BLACK FRIDAY	$8,380
11-28	Sat	Full Public Sale	Sitewide Sale - Up to 40%	BOGO Let Her Glow	$5,380
11-29	Sun	Full Public Sale	Sitewide Sale - Up to 40%	BOGO Let Her Glow	$5,380
11-30	Mon	Full Public Sale	Sitewide Sale - Up to 40%	BOGO Let Her Glow · CYBER MONDAY	$8,580
12-01	Tue	Public Sale Extended	Sitewide Sale - Up to 40%	Giveback offer · Giving Tuesday	$5,750
12-02	Wed	Public Sale Extended	Sitewide Sale - Up to 40%		$5,750

06 · The December tail

The calendar now runs to 31 December and carries another $78,650 of spend after the sale closes, taking the full Nov 1 to Dec 31 commitment to $215,982. Dec 3 to 15 holds at $4,250 to $4,750 a day against gifting and the shipping deadlines, 14 December is marked Last Day to Ship and 17 December Final Day Priority Shipping, then it steps down to around $1,050 a day from 20 December with 25% off gift cards running 21 to 23 December and the account marked Off from Christmas Eve to 27 December. None of that period is planned here yet. It needs its own offer, email and creative pass, and at $78,650 it is not a rounding error.

07 · Open, needs an answer

Question	Owner
Which BOGO runs Black Friday to Cyber Monday. The 2026 tab has BOGO Let Her Glow from Nov 25 to 30. The Q4 Plan tab has BOGO Pregnancy Set as the BF to CM offer and Let Her Glow as a VIP flash. The two tabs disagree and Mary has already filmed against one of them.	Nēmah + CW
Who builds the three exclusive bundles in Shopify. Confident Skin Set, Scar + Stretch Care Duo and Bump + Balm Daily Routine all go live Nov 2. None of them exist yet.	Nēmah + CW
What Zt1 is. Eight of fourteen SMS and eight of thirty-five emails last holiday were Zt1 campaigns. If that is a paid placement partner it belongs in the spend plan, and if it is not, it belongs in the owned send count.	Nēmah
Exact discount percentages by SKU behind “up to 40%”. Promotion extensions on Google and paid creative both need real numbers.	KC
Firming Serum landing date for the 10,000 units.	Nēmah

Spend, phases, offers and dates are read from the BFCM Calendar sheet. Email and SMS counts are measured from Klaviyo for 1 Nov to 2 Dec 2025. Creative volume is our recommendation against the planned spend. All of it assumes Meta conversion events are not recovered by November, which is the prudent assumption given the appeal window.

The Action List

Live from ClickUp

Growth + Marketing

Google Sheets

Product + Operations

Google Sheets

Health & Wellness Condition

Open the list

Meta has categorised nemah.com as Health & Wellness Condition. 86 lines on 43 pages feed that classification. Open the list to tick them off.

Meta has categorised the nemah.com data source as Health & Wellness Condition, and applied data sharing restrictions. Four website events are now blocked: Purchase, Add to Cart, Initiate Checkout and Add Payment Info. They still fire from the site, they just get discarded on arrival. This is every line of copy feeding that classification, found by scanning all 187 live URLs. Tick them off as they go.

Lines to change

Pages affected

187

Pages scanned

Done

Two passes went into this. Ours scanned the body copy of all 187 live URLs. Kristin’s covered SEO titles, meta descriptions, the tracking payload and the blog. They overlap on the scar and stretch mark claims, the Medical Advisory Board and the blog posts. Her non-overlapping items sit in their own block at the bottom.

Spotted a line we missed? Add it to the list.

36 itemsCopy fixes

Cashmere Wolf makes these. Straight find and replace, no brand decision needed.

Antioxidant protection while supporting barrier repair

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Cashmere Wolf/products/kids-mineral-sunscreen-spray-spf-30-nemah /products/mineral-suncare-spray-spf-30
Soothes and calms irritation while promoting skin healing

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Cashmere Wolf/products/kids-mineral-sunscreen-spray-spf-30-nemah /products/mineral-suncare-spray-spf-30
A Nourishing Duo to prevent & reduce the appearance of Stretch Marks through Pregnancy & Postpartum.

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Cashmere Wolf/products/pregnancy-set
After carrying your baby for nine months, it’s normal to take your time on healing and nurturing yourself.

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Cashmere Wolf/blogs/all-blogs/postpartum-skin-care-guide-the-secret-to-softer-skin-after-baby
Featuring Belly Oil, Stretch Mark Cream, Scar Treatment, Nipple Balm, Firming Body Serum, and our gentle Wash & Shampoo, Soothing Lotion, and Detangler for your little one—this set provides hydration, healing, and relaxation through every phase of motherhood and beyond.

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Cashmere Wolf/products/the-everything-set-family
Featuring Belly Oil, Stretch Mark Cream, Scar Treatment, Nipple Balm, and our Firming Body Serum —this set provides hydration, healing, and relaxation through every phase of motherhood and beyond.

change toFeaturing Belly Oil, Stretch Mark Cream, scar care, Nipple Balm, and our Firming Body Serum —this set provides hydration, comfort and relaxation through every phase of motherhood and beyond.

Cashmere Wolf/products/the-everything-gift-set
Featuring our Firming Body Serum, Restorative Scar Treatment, and Nipple & Lip Balm, it helps firm, soothe, and nourish as your body heals.

change toFeaturing our Firming Body Serum, Renewing Scar Cream, and Nipple & Lip Balm, it helps firm, soothe, and nourish as your body recovers.

Cashmere Wolf/products/postpartum-set
Featuring our Firming Body Serum, Restorative Scar Treatment, and Nipple & Lip Balm, this set helps firm, soothe, and nourish your skin as your body heals.

change toFeaturing our Firming Body Serum, Renewing Scar Cream, and Nipple & Lip Balm, this set helps firm, soothe, and nourish your skin as your body recovers.

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Follow with Nourishing Belly Oil, a luxurious targeted treatment oil to lock in moisture and increase skin elasticity

needs a decisionno replacement proposed

Cashmere Wolf/products/pregnancy-set
For Scar Treatment, apply on clean, dry skin directly to the affected area.

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Cashmere Wolf/products/postpartum-set
However, some issues—like scars, dry skin, and skin irritation—need special attention to make sure they heal properly and don’t leave lasting marks.

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Cashmere Wolf/blogs/all-blogs/postpartum-skin-care-guide-the-secret-to-softer-skin-after-baby
It helps promote smoother, more even skin texture, giving you a confidence boost as your skin heals.

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Cashmere Wolf/blogs/all-blogs/postpartum-skin-care-guide-the-secret-to-softer-skin-after-baby
Moisturize, Moisturize, Moisturize: We recommend using Nemah Restorative Scar Treatment , which is specially formulated to hydrate dry skin and promote healing.

change toMoisturize, Moisturize, Moisturize: We recommend using Nemah Renewing Scar Cream , which is specially formulated to hydrate dry skin and keep skin comfortable.

Cashmere Wolf/blogs/all-blogs/postpartum-skin-care-guide-the-secret-to-softer-skin-after-baby
My second pregnancy and recovery have been very different from the first, including my feelings towards healing and my body.

change toMy second pregnancy and recovery have been very different from the first, including my feelings towards recovery and my body.

Cashmere Wolf/blogs/all-blogs/postpartum-essentials-1
Nourishing Belly Oil: Prevent stretch marks (striae) & soothe dry, itchy skin with our hydrating belly oil, powered by sqaulane.

change toNourishing Belly Oil: help reduce the appearance of stretch marks & soothe dry, itchy skin with our hydrating belly oil, powered by sqaulane.

Cashmere Wolf/products/let-her-glow-set
Now begins the new journey of the 4th trimester of recovery and healing.

change toNow begins the new journey of the 4th trimester of recovery.

Cashmere Wolf/blogs/all-blogs/postpartum-essentials-1
On-The-Go Sachets to prevent stretch marks (striae) & soothe dry, itchy skin with our hydrating belly oil, powered by sqaulane.

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Cashmere Wolf/products/nourishing-belly-oil-sachet-bundle
On-The-Go Sachets to prevent stretch marks (striae) and soothe dry, itchy skin with our hydrating belly oil, powered by squalane.

change toOn-The-Go Sachets to help reduce the appearance of stretch marks and soothe dry, itchy skin with our hydrating belly oil, powered by squalane.

Cashmere Wolf/products/nourishing-belly-oil-sachet-bundle
Paired with deep hydration and scar care, this set ensures you feel comforted and confident through every stage of healing.

change toPaired with deep hydration and scar care, this set ensures you feel comforted and confident through every stage.

Cashmere Wolf/products/postpartum-set
Prevent & reduce stretch marks.

change toReduce the appearance of stretch marks.

Cashmere Wolf/blogs/all-blogs/nemah-s-guide-to-valentine-s-day-gifts-for-every-mom-and-their-little-ones
Restorative Scar Treatment: , opens in a new tab This nourishing treatment works to minimize the appearance of scars, including stretch marks and other skin imperfections.

change toRenewing Scar Cream: , opens in a new tab This nourishing treatment works to minimize the appearance of scars, including stretch marks and other skin imperfections.

Cashmere Wolf/blogs/all-blogs/postpartum-skin-care-guide-the-secret-to-softer-skin-after-baby
That’s why we created a non toxic, Clean + Clinically Proven Restorative Scar Treatment , opens in a new tab that works to minimize the appearance of scars, promoting smoother skin and boosting confidence.

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Cashmere Wolf/blogs/all-blogs/postpartum-skin-care-guide-the-secret-to-softer-skin-after-baby
The ultimate bump care routine, designed to prevent & reduce the appearance of Stretch Marks through every trimester.

change toThe ultimate bump care routine, designed to support skin elasticity and reduce the appearance of stretch marks through every trimester.

Cashmere Wolf/pages/pregnancy-set
The ultimate bump care routine, designed to prevent & reduce the appearance of stretch marks through every trimester.

change toThe ultimate bump care routine, designed to support skin elasticity and reduce the appearance of stretch marks through every trimester.

Cashmere Wolf/products/pregnancy-set
This will help keep your skin safe from harmful UV rays and prevent dark spots from worsening.

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Cashmere Wolf/blogs/all-blogs/postpartum-skin-care-guide-the-secret-to-softer-skin-after-baby
Whether you're celebrating a new mom or treating yourself, our Pregnancy Essentials Gift Set is a beautiful beginning.

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Cashmere Wolf/products/pregnancy-essentials-gift-set
Whether you're focusing on healing your belly or dealing with sore nipples from breastfeeding, this set ensures you feel supported and cared for as your body recovers.

change toWhether you're caring for your belly or dealing with sore nipples from breastfeeding, this set ensures you feel supported and cared for as your body recovers.

Cashmere Wolf/blogs/all-blogs/postpartum-skin-care-guide-the-secret-to-softer-skin-after-baby
Whether you're shopping for a new mom surviving sleepless nights, a little one with endless energy, your partner, or treating yourself ( because you absolutely should!

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Cashmere Wolf/blogs/all-blogs/nemah-s-guide-to-valentine-s-day-gifts-for-every-mom-and-their-little-ones
Whether you're treating yourself, a new mom, or your little one, Nēmah’s ultimate Valentine’s Day gift...

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Cashmere Wolf/blogs/all-blogs
With a simple yet effective skincare routine, you can help your skin heal, stay hydrated, and feel nourished.

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Cashmere Wolf/blogs/all-blogs/postpartum-skin-care-guide-the-secret-to-softer-skin-after-baby
With the Stretch Cream and Scar Treatment using a combination of emollients and humectants, we have ensured that these formulas not only moisturize, but also lock that moisture into the skin.

change toWith the Stretch Cream and scar care using a combination of emollients and humectants, we have ensured that these formulas not only moisturize, but also lock that moisture into the skin.

Cashmere Wolf/pages/about-us
✨ Nourishing Belly Oil – A deeply hydrating oil that helps prevent stretch marks and keeps your skin soft throughout pregnancy.

change to✨ Nourishing Belly Oil – A deeply hydrating oil that helps reduce the appearance of stretch marks and keeps your skin soft throughout pregnancy.

Cashmere Wolf/blogs/all-blogs/celebrate-international-women-s-day-with-nemah-exclusive-flash-sale
✨ Restorative Scar Treatment – Whether it's from a C-section or another scar, this treatment is designed to soothe and visibly reduce scars with science-backed ingredients.

change to✨ Renewing Scar Cream – Whether it's from a C-section or another scar, this treatment is designed to soothe and visibly reduce scars with science-backed ingredients.

Cashmere Wolf/blogs/all-blogs/celebrate-international-women-s-day-with-nemah-exclusive-flash-sale
✨ Revitalizing Stretch Mark Cream – Clinically proven to reduce the look of stretch marks and improve skin elasticity, giving your skin the love it deserves.

change to✨ Revitalizing Stretch Mark Cream – Clinically studied to help reduce the look of stretch marks and improve skin elasticity, giving your skin the love it deserves.

Cashmere Wolf/blogs/all-blogs/celebrate-international-women-s-day-with-nemah-exclusive-flash-sale
🎁 Nēmah’s Nourishing Belly Oil , opens in a new tab – A deeply hydrating oil designed to help prevent stretch marks and keep your skin soft.

change to🎁 Nēmah’s Nourishing Belly Oil , opens in a new tab – A deeply hydrating oil designed to help reduce the appearance of stretch marks and keep your skin soft.

Cashmere Wolf/blogs/all-blogs/nemah-s-guide-to-valentine-s-day-gifts-for-every-mom-and-their-little-ones
🎁 Nēmah’s Restorative Scar Treatment , opens in a new tab – Cream that reduce C-section (or any) scars with our science-backed scar treatment.

change to🎁 Nēmah’s Renewing Scar Cream , opens in a new tab – Cream that reduce C-section (or any) scars with our science-backed scar care.

Cashmere Wolf/blogs/all-blogs/nemah-s-guide-to-valentine-s-day-gifts-for-every-mom-and-their-little-ones

2 itemsAssets and theme

One graphic needs re-exporting, one line lives in the theme.

Scar Treatment That Actually Works

change toScar care that actually works
noteBaked into the before/after graphic. Needs the asset re-exported.

Mo (design)/products/renewing-scar-cream
Dermatologist-tested for C-section, surgical, and stretch mark scarring

change toDermatologist tested, for use on the appearance of C-section, surgical and stretch mark scars
noteHomepage hero. Lives in the theme, not admin.

Cashmere Wolf (theme)/

4 itemsBrand decisions

These are trust assets as well as risk. Needs Mary and Katie before anything moves.

Rigorously tested by real mothers, third-party scientist, and our Medical Advisory Board

needs a decisionno replacement proposed

Mary + Katie/pages/about-us /pages/wholesale-1
Both the Nourishing Wash & Shampoo and Soothing Baby Lotion are safe for even the most sensitive newborn skin, dermatologist and ophthalmologist tested, and reviewed by our medical advisory board - an allergist and pediatrician.

needs a decisionno replacement proposed

Mary + Katie/blogs/all-blogs/the-making-of-nemah-baby
Our Medical Advisory Board

needs a decisionno replacement proposed

Mary + Katie/pages/about-us
Skinpharm : "Medical-grade skincare for a healthier complexion." Get 15% off with code NEMAH15 .

needs a decisionno replacement proposed

Katie (partner copy)/pages/brand-perks

8 itemsEditorial, the blog

Health content in blog posts. Real community value, and likely a strong part of what Meta is reading. Decision, not an edit.

Assess Your Health: If you have a low-risk pregnancy and prefer a more hands-on approach to prenatal care, a midwife's expertise in medical care might align with your needs.

needs a decisionno replacement proposed

Mary + Katie/blogs/all-blogs/choosing-the-right-support-midwife-vs-doula
Cold packs These can help with healing after vaginal delivery.

needs a decisionno replacement proposed

Mary + Katie/blogs/all-blogs/kourtney-kardashian-includes-nemah-in-her-hospital-bag
Doulas do not provide medical care or perform clinical tasks, but instead, they offer continuous comfort and guidance.

needs a decisionno replacement proposed

Mary + Katie/blogs/all-blogs/choosing-the-right-support-midwife-vs-doula
If you desire personalized medical care throughout your pregnancy and childbirth, a midwife may be the ideal choice.

needs a decisionno replacement proposed

Mary + Katie/blogs/all-blogs/choosing-the-right-support-midwife-vs-doula
Kellie shares her long road through Amenorrhea, IVF treatments, ending with a happy and healthy baby boy

needs a decisionno replacement proposed

Mary + Katie/blogs/all-blogs
Leona recommends taking arnica montana right away after delivery as it can help speed up healing and ease discomfort.

change toLeona recommends taking arnica montana right away after delivery as it can help ease discomfort and ease discomfort.

Mary + Katie/blogs/all-blogs/kourtney-kardashian-includes-nemah-in-her-hospital-bag
Pregnancy related stress can also increase if you struggled to get pregnant, have a history of pregnancy loss, or have other health conditions that are impacting your pregnancy.

needs a decisionno replacement proposed

Mary + Katie/blogs/all-blogs/how-to-support-your-mental-health-during-pregnancy
These are signs that you may be experiencing a perinatal mood and anxiety disorder (PMAD), like postpartum depression, that requires further treatment to resolve.

needs a decisionno replacement proposed

Mary + Katie/blogs/all-blogs/is-this-normal-common-mental-health-questions-in-postpartum

From Kristin

A separate pass Kristin ran on 8 October. These are the items that do not overlap with the list above, kept apart so the two do not get muddled. 36 items. Where she and we propose different wording for the same line, hers is the stronger version and it is the one to use.

14 itemsSEO titles and meta descriptions

Meta's crawler reads these even though shoppers rarely see them. Our scan only read page bodies, so none of this was caught. 43 pages carry flagged metadata.

Nemah Renewing Scar Cream for Treatment of C Section Scars

change toRenewing Scar Cream for Smoother-Looking Skin

Scar Cream, SEO title/products/renewing-scar-cream
This intensely nourishing treatment is effective against C-Section scars, smoothing and improving texture and regenerating smooth, firm, elastic skin.

change toA rich, hydrating cream that helps soften and smooth the look of scars for skin that feels supple and comfortable.

Scar Cream, meta description/products/renewing-scar-cream
Nemah Stretch Mark Cream: Repair & Prevention for Pregnancy

change toRevitalizing Stretch Mark Cream for Changing Skin

Stretch Mark Cream, SEO title/products/revitalizing-stretch-mark-cream
optimized to improve integrity and elasticity

change tomade to deeply hydrate and help skin feel soft, supple, and resilient.

Stretch Mark Cream, meta/products/revitalizing-stretch-mark-cream
Nemah Nourishing Belly Oil: Stretch Mark Therapy

change toNourishing Belly Oil, Fast-Absorbing Body Oil

Belly Oil, SEO title (two products)/products/nourishing-belly-oil
nourish dry skin, ease tension

change tonourish dry, tight-feeling skin with lightweight moisture.

Belly Oil, meta/products/nourishing-belly-oil
Supports postpartum recovery with Firming Body Serum, Scar Treatment & Nipple Balm

change toCare for your skin after baby. Helps firm, soothe and nourish the areas that need it most.

Postpartum Set, meta/products/postpartum-set
designed to prevent stretch marks (striae), soothe dry, itchy skin

change todesigned to hydrate stretching skin and help reduce the look of stretch marks.

Pregnancy Skincare collection, meta/collections/pregnancy-skincare
Support your skin's recovery with our postpartum skincare collection

change toGentle, hydrating essentials for skin that's been through a lot. Comfort and care for the months after baby.

Postpartum Skincare collection, meta/collections/postpartum-skincare
stretch mark preventive essentials

change tohydrating essentials for changing skin

Best Sellers collection, meta/collections/best-sellers
designed to hydrate, nourish, and help prevent stretch marks

change todesigned to hydrate and nourish skin as it changes

Value Sets for Mom, meta/collections/value-sets-for-mom
stretch mark-preventing essentials trusted by 100,000+ customers

change tohydrating essentials for changing skin, trusted by 100,000+ customers

All collection banners
Nemah FAQ: Our Maternity Products & Pregnancy Essentials

change toNēmah FAQ: Products, Shipping & Rewards

FAQ, SEO title/pages/faqs
support each other through the struggles and journeys of motherhood

change tosupport each other through every stage of motherhood

About page, meta/pages/about-us

14 itemsPage copy we did not catch

Lines on product and page content that our scan missed or that Kristin takes further than we did.

for use on the appearance of C-section scars, surgical scars, and stretch mark scarring

change tofor use on the look of scars and stretch marks, wherever your skin has changed

Scar Cream, product details/products/renewing-scar-cream
neutralizes stress on the microbiome, long-term lifting effect, restoring elasticity

change tohelps skin look and feel smoother and firmer, with a lightweight texture that absorbs fast.

Firming Body Serum, description and meta/products/firming-body-serum
Rash at midnight. Scrape at noon.

change toLong day? Sweaty workout? Skin feeling off?

Soothing Skin Spray, meta and short description
postpartum recovery to daily skin resets

change tofrom early mornings to daily skin resets

Soothing Skin Spray, product details
Apply generously to help ease discomfort from nursing or pumping.

change toApply generously to nipples, lips, or any dry, delicate skin.

Nipple + Lip Balm, how to use
through every trimester

change tofrom bump to baby and beyond

Product feed, Pregnancy Set/products/pregnancy-set
hydrates deep into the skin's layers to reduce tension and relieve the appearance of stretch marks

change toSwap in a quote focused on texture or hydration

Homepage, press quote/
Kourt's hospital bag included…

change toWeaker signal, but “Kourtney's must-haves included…” is safer

Homepage, press quote/
Clean + Clinically Studied

change toClean + Thoughtfully Formulated, unless you can produce the ingredient studies

Trust bar, every PDP
science-backed, vegan skincare and wellness collection

change toscience-backed, vegan skincare collection

About page, Our Promise/pages/about-us
We eliminated over 3,000 known toxins

change toWe exclude 3,000+ ingredients restricted under EU cosmetic standards

About page/pages/about-us
free from over 3,000 harmful ingredients

change toformulated without 3,000+ ingredients restricted in the EU

FAQ/pages/faqs
Titled Pelvic Floor Therapist, but her quote calls her a gut health nutritionist

change toFix the mismatch and keep her quote on skincare

About page, Mae Hughes/pages/about-us
Powered by caffeine and vitamin C

change toRemove. Neither is in the current serum's INCI, which shows oat, ashwagandha and coconut. Accuracy issue, not a Meta one.

Postpartum Set, ingredient accuracy/products/postpartum-set

2 itemsBlog, a second option

Kristin proposes an alternative to editing or unpublishing the health posts.

Pixel and CAPI currently fire on every blog page, including childbirth, mental health and C-section posts

change toScope it out in Elevar or Shopify Customer Privacy. Legitimate data minimisation, keeps the posts live.

Stop the pixel firing on /blogs/*
Mental health, morning sickness, sex during pregnancy, C-section procedure, vaginal delivery, breastfeeding posts and the Birth, Wellness and Breastfeeding tags

change toRedirect to the blog index. Keep gift guides, product launches and founder stories.

Or unpublish and 301 the clinical posts

4 itemsTracking payload

What Elevar, Shopify CAPI and Triple Whale actually send to Meta. None of this is on our list.

Product titles like Postpartum Set and Renewing Scar Cream, and product types like Mom, are sent by default on AddToCart, InitiateCheckout and Purchase

change toSend content_ids and value without descriptive names. Change it in Elevar's Meta destination, not by renaming products.

content_name and content_category
1st, 2nd, 3rd and Postpartum put pregnancy stage into the URL

change toRemove it, or rename to Shop by Stage with Bump and After Baby. 301 the old handles first.

Trimester filter in URLs
/collections/postpartum-skincare and /collections/pregnancy-skincare appear in PageView events

change toConsider renaming, with 301s in place first to protect SEO

Collection handles
Shopify CAPI and Elevar may both be sending the same events with different parameters

change toAudit and deduplicate

Duplicate sources

2 itemsNot yet checked

Kristin's crawl could not render these either.

JavaScript-loaded reviews often mention C-sections, diastasis and other medical detail

change toScan the top-reviewed PDPs, consider hiding reviews making medical claims

Customer reviews
Target uses phrasing like stretch mark prevention and relief

change toDoes not affect the pixel, but worth aligning for consistency

Target listing

Found something we missed?

Add it here. Paste the line exactly as it appears on the site, and say where you saw it. If you know what it should say instead, put that in. If not, leave it and we will propose something.

The line, exactly as written

Where you saw it

Who should action it

What it should say instead (optional)

Ticks and anything you add save to the browser you are using, so they stay on your screen rather than syncing to the rest of the team. When you have added what you found, hit Copy all additions and send them to Morgan. They get written into the page so everyone sees them.

Not changing: the Pregnancy and Postpartum collections, the Pregnancy Safe and Baby Safe badges, and the clinical stat graphics. Those are product categories, safety claims and appearance measures. They are not what is causing this.

The Strategies

Docs and playbooks

Call Notes

After every call

The recap from every call, in one place. Granola writes up the overview right after we hang up, so decisions and next steps never get lost.

Granola

Call recaps

The summary and action items from each call land here. Not the full transcript, just the overview and what we agreed.

The Team

Who to go to

A quick intro, so you know who to go to. Two operating partners with the Cashmere Wolf team behind them.

Strategy

KC Holiday

Growth, finance & strategy

Owns the growth plan, the numbers, and the path to profitability and the goals.

Execution

Morgan Buckley

Ecommerce & conversion

Owns the store, the funnel, paid, and email, and makes sure the strategy gets built and shipped.

Day to day

Matt Costanzo

Ecommerce & Amazon

Continues the day-to-day work and runs the Amazon channel and agency on a biweekly.

Finance

Jigar

Finance manager & accounting

Runs the books, the numbers, and cash. Where finance and accounting questions go.

••

Behind us

The bench

Operators & specialists

A team running your store, not one freelancer you have to manage.

Submit a task

Straight into the queue

Holiday 2025

Open the recap

What happened last holiday, Nov 1 to Dec 7 2025: $381,494 in revenue across 7,378 orders. Open for top sellers, offers and channels.

What actually happened last holiday, Nov 1 to Dec 7 2025. Top sellers, the offers that ran and how each landed, customers, and where the revenue came from. Pulled from Triple Whale against the 2025 holiday calendar.

$381,494

Revenue

7,378

Orders

$51.71

AOV

4.53%

Conversion rate

01 · Top sellers

Product	Revenue	Units
Pregnancy Set	$67,576	982
Renewing Scar Cream	$48,185	1,756
Revitalizing Stretch Mark Cream	$31,040	1,005
Firming Body Serum	$25,476	653
Nourishing Belly Oil	$16,225	498
Postpartum Set	$12,664	147
The Everything Gift Set	$11,426	85
The Velvet Beauty Bag	$6,433	200
Let Her Glow Set	$4,699	60
Nēmah Gift Card	$4,410	213
Renewing Nipple + Lip Balm	$3,804	205
Nourishing Baby Wash & Shampoo Refill	$3,347	193
The Everything Set · Family	$2,942	17
Kids Leave-In Conditioner & Detangler	$2,758	191
Bath-Time Duo	$1,390	39
Nourishing Baby Wash & Shampoo	$1,345	74
Bath-Time Trio	$1,313	26
New Mom Set	$1,109	21
Soothing Baby Lotion Refill	$976	57

Pregnancy Set led on revenue, Renewing Scar Cream led on units at 1,756. Sets and bundles took four of the top ten. Shipping protection and gift cards are excluded from the ranking above where they appeared.

02 · Offers, and how each phase performed

Hero offer across the whole run was up to 50% off plus free gifts. Running underneath it the entire window: free domestic shipping over $65, a free Roll On over $80, and a $20 gift card over $125. Offers below are from the 2025 Anniversary / BFCM Launch Playbook.

Phase	Dates	Days	Revenue	Per day	vs baseline
Pre-sale baselineNo sale running. Evergreen offers only.	Nov 1 – 5	5	$34,138	$6,828	baseline
VIP presaleMLL list: 25% off sitewide, code MARY25, plus 25% off the Firm + Glow Set. Email list: 20% off sitewide, code VIPBLACKFRIDAY. Both carried 50% off Tea, Headband, Roll On, Wash Refill and Lotion Refill.	Nov 6 – 9	4	$36,880	$9,220	+35%
Public sale20% off sitewide, marked down rather than coded, plus the same 50% off those five accessory lines. BOGO Baby Lotion with a free refill on Nov 21.	Nov 10 – 27	18	$178,225	$9,901	+45%
BFCM coreStacked daily offers. Nov 28 BOGO Pregnancy Set. Nov 29 and 30 free Roll On over $50. Dec 1 free shipping over $50. Dec 2 Giving Tuesday.	Nov 28 – Dec 2	5	$97,425	$19,485	+185%
Sale extensionSale extended from Dec 3, with the holiday offer set to run through Dec 18.	Dec 3 – 7	5	$34,825	$6,965	+2%

Nineteen emails went out across 27 days. The eighteen-day public sale held 20% off sitewide and ran 45% above a no-sale baseline. The five days from Black Friday to the Monday after did 26% of the window’s revenue on stacked daily offers rather than a deeper sitewide cut. The extension from Dec 3 fell back to within 2% of baseline, so extending the sale did not hold the demand.

03 · Day by day, with the send that went out

Date	Revenue	Orders	AOV	New	Ret	Email
11-01	$8,171	225	$33.49	170	55
11-02	$6,695	149	$40.73	98	51
11-03	$5,536	119	$41.79	67	52
11-04	$7,067	137	$47.32	84	53
11-05	$6,669	127	$47.99	79	48
11-06	$11,488	193	$54.91	114	79	VIP Presale launch: You’re In
11-07	$9,197	161	$53.43	98	63	VIP Presale: Gift Guide Spotlight
11-08	$5,527	112	$44.48	53	59
11-09	$10,668	193	$50.67	125	69	VIP Presale: Last Day Urgency
11-10	$9,607	183	$48.28	115	68	Public Sale launch: For the Mama in Every Season
11-11	$7,966	161	$45.56	112	49
11-12	$10,850	199	$51.14	143	56	Public Sale: Gift Focus, Pregnancy
11-13	$8,066	177	$41.47	127	50
11-14	$9,119	180	$47.15	125	55	Public Sale: Bundle Focus, Mary’s Daily Glow
11-15	$8,886	152	$54.09	109	43
11-16	$8,882	190	$43.17	140	50	Public Sale: Gift Focus, Postpartum
11-17	$8,675	188	$42.75	124	64	Public Sale: Mid-Sale Check-In
11-18	$9,995	218	$42.59	165	53
11-19	$10,686	203	$49.03	131	72	Public Sale: Build Your Own Bundle
11-20	$12,414	247	$46.82	172	75
11-21	$10,132	238	$38.87	152	86
11-22	$10,605	202	$48.82	140	62
11-23	$10,163	206	$46.42	145	61	BFCM: Sale Reminder
11-24	$12,168	230	$49.21	146	84	BFCM: Scar Treatment B&A Highlight
11-25	$10,124	184	$51.63	116	68	BFCM: Give the Gift of Nēmah · up to 50% off + free shipping
11-26	$9,367	182	$48.03	125	57	Mary Iteration #1
11-27	$10,520	186	$52.96	134	52	Thanksgiving Gratitude
11-28	$30,710	534	$54.09	355	179	BOGO Offer Pregnancy Set
11-29	$15,540	279	$52.12	196	83	Small Business Saturday: Pregnancy Set BOGO
11-30	$15,854	313	$47.37	207	106	Mary Iteration #2
12-01	$22,718	416	$51.20	285	131	Cyber Monday: Postpartum Set BOGO
12-02	$12,603	233	$50.20	159	74	Sale Extended
12-03	$6,829	139	$45.34	106	33
12-04	$6,061	130	$42.27	88	43
12-05	$6,889	128	$49.63	86	42
12-06	$6,186	106	$54.32	67	39
12-07	$8,859	158	$52.39	109	50

04 · Customers

Measure	Value
New customer orders	4,967 (67%)
Returning customer orders	2,414 (33%)
AOV across the window	$51.71
Sessions	93,996
Conversion rate	4.53%

The mix barely moved. New customers were 66% of orders before the sale started and 68% through Black Friday to Cyber Monday. The discount bought volume at the same customer mix rather than a different customer. AOV held up too, $54.09 on Black Friday against $42 to $48 at baseline, so the BOGO structure protected basket size.

05 · Channels

Channel	Revenue	Orders
Meta ads	$112,062	1,699
Email & SMS (Klaviyo)	$111,493	1,468
Organic & social	$105,864	1,004
Direct	$13,020	179
Meta ad spend	$57,203	3.57x blended ROAS

Three channels carried almost all of it, within $9k of each other. Triple Whale attributes Klaviyo as one bucket, so email and SMS are not split here and would need Klaviyo directly. Mary’s content and the gift guide landing page sit inside organic and social rather than being tracked separately, and no affiliate revenue was attributed in this window. Worth tagging both properly before this year.

07 · Anniversary sale 2025, the direct comparison

Last year’s anniversary sale ran Oct 1 to 10, two days exclusive to Mary’s list then eight days public. This is the closest read we have on what the sale starting Oct 13 should do.

Phase	Dates	Days	Revenue	Per day	vs baseline
Pre-sale baselineNo sale running.	Sep 24 – 30	7	$51,509	$7,358	baseline
MLL exclusive presale30% off sitewide for Mary’s list, plus gift with purchase. Free shipping over $70, $10 gift card over $90, $20 gift card over $120.	Oct 1 – 2	2	$21,531	$10,765	+46%
Public anniversary sale25% off sitewide, code Mary30, plus the same gift with purchase tiers.	Oct 3 – 10	8	$104,202	$13,025	+77%
After the saleBack to evergreen. Bundle and multipack discounts 15 to 20%.	Oct 11 – 17	7	$58,577	$8,368	+14%

Date	Revenue	Orders	New	Ret	What ran
09-24	$7,321	143	105	38
09-25	$7,006	139	89	50
09-26	$7,597	145	98	47
09-27	$7,027	124	87	37
09-28	$8,967	145	101	44
09-29	$7,139	131	79	52
09-30	$6,452	122	79	43
10-01	$11,612	188	124	64	MLL exclusive presale opens · 30% off
10-02	$9,919	173	115	58	MLL presale, day 2
10-03	$16,777	266	161	105	Public Anniversary Sale opens · 25% off, code Mary30
10-04	$11,186	191	123	68
10-05	$10,240	185	131	54
10-06	$12,521	204	134	70
10-07	$17,991	385	261	124
10-08	$13,906	325	232	93
10-09	$10,136	203	131	72
10-10	$11,444	216	135	81	Last day of the public sale
10-11	$14,764	194	140	54
10-12	$10,301	181	127	54
10-13	$8,988	170	114	56
10-14	$6,099	128	85	43
10-15	$5,285	109	70	39
10-16	$7,595	140	103	37
10-17	$5,545	117	76	41

The ten-day sale did $125,732 at $12,573 a day, +71% over the week before it. Compare that with the eighteen-day BFCM public sale at +45%, and with BFCM core at +185%. The anniversary sale is the more efficient event per day of markdown. Oct 7 was the peak at $17,991 and 385 orders, four days into the public window rather than on launch day. After it closed, revenue fell to $8,368 a day, +14% against the pre-sale baseline, so the sale pulled demand forward out of mid-October.

08 · Stock

We cannot answer this one yet, and would rather say so than guess. Stockouts and low-stock events from last November are not in Triple Whale, and we do not have Admin API access to the Shopify store to pull inventory history. Nothing in the daily unit data shows a clean sell-out cliff on the top sellers. To close this properly we need either Shopify admin access or the team’s own record of what ran out.

On the numbers: revenue figures are total store revenue by day, from Triple Whale on Triple Attribution. The email calendar is overlaid to show what posted when. Where a send day is up, treat that as context rather than proven email lift. Email-attributed revenue per send needs Klaviyo, which we are not connected to yet.

What We Own

Scope

Plain and simple, here’s what we own and run for you, working to the growth plan.

Growth strategy & the numbers

KC leads. Deep dive on the business, then the plan to hit the goals. Merchandising, offers, spend, what to track, retail and channel strategy.

Ecommerce operations

Shopify, marketplaces and integrations, and marketplace launches, run against the growth plan.

Conversion

A conversion roadmap, structured testing, and product and landing page work, measured against revenue per visitor.

Paid media

Media buying and optimization, with CAC and MER modeling so spend decisions come off the numbers.

Email & SMS

Klaviyo campaigns, newsletters, and lifecycle flows, launched on a cadence and built for repeat revenue.

Reporting

One operator dashboard so both teams read the same numbers, plus the finance view under the growth plan.

How We Work

Cadence

Two standing calls a week. Everything else in Slack and on one shared list. No scattered meetings.

Tuesdays

Marketing & Ecommerce

The store, the funnel, campaigns, email and SMS, and what’s live or shipping this week.

Thursdays

Operations & Finance

Inventory, fulfillment, the numbers, and cash. Two calls, and you always know which is which.