June – July 2026
Eight Weeks · Naima Voice
A weekly program built around what Winnie is actually doing this summer — book launch, World Vitiligo Day, BET Awards, Essence Fest — and the cultural moments her audience is already in. Every email is a Naima POV with a hero SKU underneath. SMS lands Friday to carry the weekend.
- Horizon
- 8 weeks · Week of June 1, 2026 through Week of July 20, 2026
- Audience
- Full subscribed list (engaged + dormant; standard suppressions only)
- Cadence
- 1 email (Tuesday, 10am ET default) + 1 SMS (Friday, 11am ET default) per week
- Voice
- Naima — "+" dial, friend-of-Winnie register · canonical persona at
Email/CaySkin_Insider_TwoPack_Creative/notes/2026-04-30-naima-persona.md - Destination
- All product CTAs route to Amazon (per 2026-05-10 directive). Amazon affiliate tracking is wired — every link in production will carry the brand's affiliate tag for per-creative attribution. No DTC promo codes possible (Amazon controls pricing).
- Hero SKUs in rotation
- Isle Glow Body SPF 45 · Isle Glow Face SPF 45 · Isle Lip Balm SPF 30 · Isle Invisible Sunstick SPF 35 · Mo'Bay Mineral Drops SPF 30 · Isle Nourishing Body Mist SPF 50 — full ASIN map below.
- Hold rule
- This is a content plan, not Klaviyo drafts. Production templates wait for Anish sign-off per the standing rule.
Calendar at a glance
| Wk | Email Tue | SMS Fri | Cultural anchor | Naima hook | Hero SKU |
|---|---|---|---|---|---|
| 1 | Jun 2 | Jun 5 | "Simply Winnie" book drops · Caribbean Heritage Month kickoff | Simply Winnie. Simply us. | Isle Glow Body SPF |
| 2 | Jun 9 | Jun 12 | Pride Month · Father's Day prep (Jun 21) | Skin is loud. Joy is the SPF. | Lip Balm SPF + Sun Stick |
| 3 | Jun 16 | Jun 19 | Something In The Water · Juneteenth · Teyana on stage Jun 19 | Festival glow ain't an accident. | Isle Glow Body + Sun Stick |
| 4 | Jun 23 | Jun 26 | World Vitiligo Day Jun 25 · BET Awards Jun 28 | Purple. Periodt. | Isle Face SPF + Lip Balm |
| 5 | Jun 30 | Jul 2 | Essence Fest Jul 3-5 · July 4 weekend | Hot Gyal Summer is in NOLA. We packed. | Sun Stick + Isle Glow |
| 6 | Jul 7 | Jul 10 | Mid-summer reapply moment · multi-pack reveal | Bag check, Hottie. We move in twos. | Sun Stick + Lip Balm + multi-packs |
| 7 | Jul 14 | Jul 17 | Peak heat · reapplication science (no marketing voice) | Math ain't mathing in this heat. | Isle Face SPF + Sun Stick |
| 8 | Jul 21 | Jul 24 | Tyla "A*POP" drops Jul 24 · Caribbean closes the arc | Tyla on Friday. Isle Glow on you. | Isle Glow Body SPF 45 |
Amazon SKU Map · Verified 2026-05-10
Every CTA in this program routes to one of these Amazon ASINs (or the brand storefront). Multi-pack ASINs are flagged — they're the natural home for Naima's "we move in twos / stock two / cop two" lane and give us a higher AOV on Amazon.
| SKU | SPF | ASIN | Amazon URL | Best for |
|---|---|---|---|---|
| Isle Glow Body Lotion | SPF 45 | B0BG97FHHN | amazon.com/dp/B0BG97FHHN | Wk 1, 5, 8 hero · Caribbean arc bookend |
| Isle Glow Face Moisturizer | SPF 45 | B0BGBBW19V | amazon.com/dp/B0BGBBW19V | Wk 4 (WVD) primary · daily-face hero |
| Isle Glow Face Moisturizer 2-PACK | SPF 45 | B0DZTMRQ3C | amazon.com/dp/B0DZTMRQ3C | Wk 2 "stock two" SMS · Wk 6 bag-check |
| Isle Invisible Sunstick (Travel) | SPF 35 | B0F22JX6XS | amazon.com/dp/B0F22JX6XS | Wk 3, 5, 7 reapply hero · the bag essential |
| Isle Lip Balm SPF (Clear) | SPF 30 | B09Z27YHDP | amazon.com/dp/B09Z27YHDP | Wk 2, 4 supporting · BET Awards SMS |
| Mo'Bay Mineral Sunscreen Drops | SPF 30 | B0DHZHMGTX | amazon.com/dp/B0DHZHMGTX | Wk 7 mineral-alternative call-out |
| Mo'Bay Mineral Drops 3-PACK | SPF 30 | B0DZTNN7XM | amazon.com/dp/B0DZTNN7XM | Wk 6 bag-check stocking moment |
| Isle Nourishing Body Mist | SPF 50 | B0CC982ZXQ | amazon.com/dp/B0CC982ZXQ | Wk 5 Essence Fest spray-and-go |
| Cay Skin Storefront (all SKUs) | — | — | amazon.com/stores/CaySkin | Catalog/discovery CTAs · footer link |
Simply Winnie. Simply us.
Email · Naima POV
Naima opens about the book — not as a brand plug, as the friend who pre-ordered. The connective tissue: Cay Skin was made for the same reason the book got written. Body SPF is the daily way that promise shows up. Soft offer (no urgency stack) on the Isle Glow Body bundle.
- Simply Winnie. Simply us.
- Her book dropped today, Hottie. We pulled up.
- "For any child who feels different." She been telling y'all.
Winnie's book hit shelves this morning. "For any child who feels different — you're seen." That sentence runs this whole brand. We're not running a sale today — same energy as the book. Get the Body. Stand tall. We move in twos this summer."
SMS · Fri Jun 5
Caribbean Heritage Month weekend tease. No product hard-sell — sets up the rhythm for the program. ~135 char.
Hero SKU
Isle Glow Body Lotion SPF 45 — Cay Skin's Caribbean-named flagship. Soft cross-sell on Sun Stick (Travel).
CTA
"Get in" → Isle Glow Body on Amazon (B0BG97FHHN) · footer link to Cay Skin storefront
Suggested imagery · Week 1
Skin is loud. Joy is the SPF.
Email · Naima POV
Pride email that doesn't slap a rainbow on the logo. Naima frames it as: the brand exists because of inclusion, full stop. Lip Balm SPF (kissing weather) + Sun Stick (the bag-stays-with-you product) as the duo. Mentions Cay Skin's long-standing position without a "Pride collection" because we don't have one to fake.
- Skin is loud. Joy is the SPF.
- Every color under the sun. Periodt.
- No white cast. No purple. No blue. We been telling y'all.
every color under the sun. The Lip Balm goes with the kiss, the Stick goes with the look, both go invisible. No white cast, no purple, no blue. The math is the math. Get in."
SMS · Fri Jun 12
Father's Day (Sun Jun 21) prep tease. Sun Stick as the gift — fits in the dopp kit, no fuss. ~130 char.
Hero SKU
Isle Lip Balm SPF 30 + Isle Invisible Sunstick SPF 35 (the portable duo)
CTA
"Stock two" → email links to Lip Balm (B09Z27YHDP) + Sun Stick (B0F22JX6XS). SMS routes to Isle Glow Face 2-Pack (B0DZTMRQ3C) — first multi-pack moment of the program.
Suggested imagery · Week 2
Festival glow ain't an accident.
Email · Naima POV
Naima drops the festival packing list — not generic festival, specifically Teyana at SITW + Juneteenth-aware framing. Isle Glow on the body + Stick in the fanny pack. This is the email the audience screenshots.
- Festival glow ain't an accident.
- Teyana's about to step on stage. Lives in the bag, Hottie.
- Friday's a holiday AND a concert. The bag eats. Get in.
Teyana's on the SITW stage Friday. Juneteenth weekend. The whole grid's about to be glowing — make sure you're in it. Body for the shoulders, Stick for the cheekbones, Lip Balm for the photos. The bag is small but the bag eats."
SMS · Fri Jun 19 (Juneteenth)
Juneteenth + SITW dual-anchor. Brief, festive, no offer overlay. ~125 char.
Hero SKU
Isle Glow Body Lotion SPF 45 + Isle Invisible Sunstick SPF 35 (festival bag duo)
CTA
"Pack the bag" → primary Sun Stick (B0F22JX6XS); supporting Isle Glow Body (B0BG97FHHN). Footer → Cay Skin storefront for the full bag.
Suggested imagery · Week 3
Purple. Periodt.
Email · Naima POV
Lead the email with vitiligo visibility — not the product. Winnie's voice, paraphrased by Naima. Face SPF + Lip Balm as the "every-shade" duo (face & lips don't get a tone-match, they get a clean SPF). This is the email that earns the year's emotional capital.
- Purple. Periodt.
- World Vitiligo Day, Hottie. Look how far we've come.
- Every color under the sun. Every spot. She been telling you.
and now millions of skin stories live in the same bottle. We're not running a sale this week. Wear it purple. Stand tall. Stand out. The Face SPF goes invisible on every shade — every color under the sun. Look how far we've come, boo."
SMS · Fri Jun 26
BET Awards Sunday (Jun 28). Druski hosts. Naima leans into "getting ready" energy. ~130 char.
Hero SKU
Isle Glow Face Moisturizer SPF 45 + Isle Lip Balm SPF 30
CTA
"Wear it loud" → Isle Glow Face SPF 45 (B0BGBBW19V); SMS routes to Lip Balm (B09Z27YHDP). Story-led — no discount mechanics.
Suggested imagery · Week 4
Hot Gyal Summer is in NOLA. We packed.
Email · Naima POV
Essence Fest packing list with a Cay Skin filter. Naima narrates the weekend in vibes — name-checks the lineup naturally (Brandy/Monica reunion, Cardi B opener), product slots in as the bag essential. First "we're stocking the bag" moment of the program.
- Hot Gyal Summer is in NOLA. We packed.
- Brandy + Monica Saturday. The Stick Friday. Get in, Hottie.
- Essence weekend. The bag eats.
Cardi B Friday. Brandy + Monica Saturday — they really booked the reunion. Kehlani everywhere. If you're going, the Stick's in the fanny pack. If you're watching from the couch — the Body's still the move. Hot Gyal Summer is officially in session. Get in."
SMS · Thu Jul 2 (early for Jul 4 weekend)
Shift to Thursday so the message lands before the holiday inbox dies. ~130 char.
Hero SKU
Sun Stick + Isle Glow Body ("the bag") · Body Mist SPF 50 as new-to-program reveal
CTA
Primary "Pack the bag" → Sun Stick (B0F22JX6XS) + Isle Glow Body (B0BG97FHHN). Bonus "did y'all know?" → Body Mist SPF 50 (B0CC982ZXQ) — the spray-and-go for NOLA humidity.
Suggested imagery · Week 5
Bag check, Hottie. We move in twos.
Email · Naima POV
Naima riffs on the bag inventory — what's empty, what's down to the last swipe, what's missing. Lightweight reorder nudge. First place in the program where we can run a soft offer (e.g., free shipping threshold or auto-replenish nudge) without breaking the voice.
- Bag check, Hottie. We move in twos.
- Stick still in there? Stock two.
- Halfway through summer. The math is the math.
Run the bag check — Body, Stick, Lip Balm. The list eats. We move in twos this summer. Restock the bag, set it through August. Get in."
SMS · Fri Jul 10
Reapply prompt — pure utility message, no offer. Builds trust. ~120 char.
Hero SKU
Sun Stick + Lip Balm — and the multi-pack as the headliner reveal
CTA
"Stock the bag in twos" → Isle Glow Face 2-Pack (B0DZTMRQ3C) + Mo'Bay Drops 3-Pack (B0DZTNN7XM). This is the program's first explicit multi-pack drive — fits Naima's "we move in twos" lane perfectly and lifts Amazon AOV.
Suggested imagery · Week 6
Math ain't mathing in this heat.
Email · Naima POV
Naima explains the every-2-hour reapply rule like she's explaining it to a friend who keeps "forgetting." Face SPF as the reapply-on-makeup hero, Sun Stick as the over-the-makeup hero. Sneaks in one verified product spec (SPF 35 · 80-min water resistant) without sounding like a marketing email.
- Don't skip the SPF, Hottie. Math ain't mathing in this heat.
- Every two hours, boo. That's it. That's the rule.
- The Stick over the makeup. The Body before. Period.
The number is 120 — every two hours, you reapply. Don't skip the SPF. The Face SPF goes under, the Stick goes over the makeup. SPF 35, 80 minutes water resistant. The math ain't complicated. Restock now or borrow from somebody who did."
SMS · Fri Jul 17
Reinforces the reapply message — three days after the email. Stops the "I read it Tuesday and forgot" gap. ~115 char.
Hero SKU
Isle Face SPF 45 + Sun Stick SPF 35 — plus Mo'Bay Drops as the mineral alt
CTA
"Run the math" → Face SPF 45 (B0BGBBW19V) for the morning, Sun Stick (B0F22JX6XS) for hour-two reapply. Secondary callout: "if mineral's your thing" → Mo'Bay Drops (B0DHZHMGTX).
Suggested imagery · Week 7
Email/CaySkin_Insider_TwoPack_Creative/notes/cayskin-isle-sunstick-product-facts.md (verified)Tyla on Friday. Isle Glow on you.
Email · Naima POV
Last email of the program — Naima sets up Friday like a sleepover. Tyla's about to give us the rest-of-summer soundtrack. Cay Skin is the SPF. Closes the program with an Isle Glow Body hero — same product Week 1 opened with — and a soft "see you in August" wink.
- Tyla on Friday. Isle Glow on you.
- The album drops. The Body glows. Get in, Hottie.
- End of July. The soundtrack's coming. So's the glow.
The rest of summer just got its soundtrack. We know what we like — Body, Stick, Lip Balm, on rotation all program. Looks good. Feels better. August coming. The list eats. Get in."
SMS · Fri Jul 24 (album day)
Same-day Tyla drop. Tight, celebratory. ~115 char.
Hero SKU
Isle Glow Body Lotion SPF 45 (bookend with Week 1)
CTA
"Stay on the list" → Isle Glow Body (B0BG97FHHN); footer to Cay Skin storefront. SMS opt-in nudge for any non-SMS subs (Klaviyo property update only — no Amazon redirect).
Suggested imagery · Week 8
What's NOT in this plan (and why)
No DTC promo codes. All CTAs route to Amazon — Amazon controls pricing, so we can't ship "USE CODE SUMMER25." If we want to layer pricing leverage, Amazon coupons or Lightning Deals are the only available levers and they fire on Amazon's clock, not ours. Naima's voice was already discount-light; Amazon makes that posture mandatory.
No "exclusive to the list" claim. Two-Pack creative used this — it's false on Amazon since anyone can buy the SKU. Replace with "from the group chat," "on the list, first to know," "we hit your inbox before the algo did" — all Naima-true without making a promise we can't keep.
No Father's Day hero email. Father's Day skews against Cay Skin's primary buyer demo. We ride it on SMS (Wk 2) as a gift nudge, not a feature.
No "summer collection drop" framing. Cay Skin doesn't drop a new SKU in this window per current product roadmap — promising a drop and not delivering breaks trust. If a launch is in fact slated for June/July, this plan needs to slot it in (likely Week 5 or Week 8).
No back-to-school setup. Back-to-school doesn't open until early August. Picking it up here would crowd the Tyla close.
No fabricated celebrity endorsements. Cardi B / Brandy / Monica / Kehlani / Druski are name-checked as cultural context only (lineup acknowledgement) — never as endorsing Cay Skin. Same rule as the Two-Pack confabulation audit.
Open decisions for Anish
- Tuesday 10am ET as the default email send — confirm or override (e.g., to Cay Skin's historical Friday slot).
- Full subscribed list vs. engaged-180d — locked as full per the kickoff Q, but flag if dormant subs need a deliverability warm-up before Week 1.
- Affiliate link convention — affiliate tracking is confirmed wired. Confirm the parameter convention I should use per creative (e.g.,
?tag=cayskin-20&ascsubtag=naima_wk{N}_{email|sms}) so each week's ROAS is independently measurable. I'll bake the convention into every production link. - Lightning Deal / Coupon coordination — if Amazon plans a Lightning Deal or coupon during this window (Prime Day historically lands mid-July → likely Week 6 or 7), the calendar should be re-sequenced so the deal week gets a value-led email instead of a story-led one. Need the Amazon promo calendar from the team to lock final sequencing.
- Week 4 (World Vitiligo Day) no-discount posture — confirm. Strong recommendation to hold any Amazon Lightning Deal off this week even if available; the brand-equity value outweighs the week's incremental revenue.
- Week 6 multi-pack push — this is the first week we explicitly drive multi-pack ASINs (Face 2-Pack + Mo'Bay 3-Pack). Confirm Amazon inventory will hold for a list-wide email driving that volume.
- Tyla / Teyana / Brandy & Monica / Cardi B name-checks — these are cultural context, not endorsements. Confirm legal posture is the same as how the Two-Pack handled the Teyana name-check on V3.
- Brand-voice arm in parallel — Two-Pack ran Brand × Naima 50/50. Do we replicate that here, or run Naima solo this program? With Amazon as the only destination, the case for the Brand-voice arm weakens (no DTC offer-page to A/B); could run solo Naima and free up the calendar.
File: Email/CaySkin_Weekly_Program_Jun_Jul_2026/2026-05-10_8week_schedule.html
Created: 2026-05-10 by ScaleCreative (nick@scalecreative.co)
QA pass: 2026-05-11 — every subject line, body sample, and SMS re-run against the expanded ~80-marker Naima lexicon. Each week's email body now carries a Lexicon Bar showing which verified markers it pulls from and where they originate (Winnie / Teyana / friend grid / persona-doc canonical). Receipts: notes/lexicon_research_2026-05-11/; rules: notes/2026-04-30-naima-persona.md.
Status: Draft for Anish review. Hold all Klaviyo writes until strategy confirmed (per standing rule).
Live at: cayskin-weekly-program-2026.pages.dev
Verified anchors: Jun 2 book launch ✓ · Jun 19 Teyana SITW ✓ · Jun 21 Father's Day ✓ · Jun 25 WVD ✓ · Jun 28 BET Awards ✓ · Jul 3-5 Essence Fest ✓ · Jul 24 Tyla A*POP ✓