Personalisation with purpose: Unlocking loyalty in beauty

The beauty sector is evolving, and eCommerce is at its centre, with digital channels now accounting for more than 50% of beauty sales globally. As consumers are presented with a variety of options, their expectations for online shopping are higher than ever.

What does this mean for beauty brands? Today’s beauty shoppers want to engage with a business, feel a part of a community and feel a deeper connection to the products they buy.

At the Fostr x Shopify Beauty Leaders event, experts from Wonderskin, Grown Alchemist and Sharon Palmer, Client Success Director, shared their invaluable insights to help brands thrive in this shifting landscape. Building online communities, leveraging personalisation and creating immersive digital experiences were their secrets to success.

Building loyalty

Loyalty programs provide more than just incentives – they are essential to brand retention and growth. 84% of consumers will stick with a brand that offers loyalty schemes, and 66% say the chance to earn rewards influences their spending habits.

There is no one-size-fits-all strategy for brands however, these loyalty tactics can drive revenue and engagement across different verticals:

Omni-channel integration: Connect in-store purchases with online benefits, such as exclusive content and how-to guides.

Gamification: Introduce clear tiering and non-transactional triggers like reviews to encourage interactions beyond purchases.

Utilise FOMO: Create a sense of urgency around rewards and content without obstructing the user experience.

Empower influencers and ambassadors: Harness the power of micro-influencers and brand ambassadors to nurture loyalty and advocacy.

Creating immersive brand experiences

Today, over 40% of Gen Z and 30% of millennials buy directly from brands, bypassing middlemen and marketplaces. With consumers conducting more research before purchasing, beauty eCommerce has a prime opportunity to build digital experiences that resonate.

Understanding your audience’s needs, what they need and how your brand can inspire is critical to conveying an immersive brand narrative. This experience is elevated through the following strategies:

Immersive storytelling: A strong brand story builds and reinforces trust across every touchpoint.

Function-led UX: Smart navigation powered by clear USPs, iconography and reviews drive frictionless exploration on site.

Targeted content: Personalisation and tailored user flows unlocks deeper engagement by surfacing relevant benefits based on user intent.

Adapt and test: Top-performing eCommerce experiences understand that user intent is never static, and testing allows constant improvement.

Elevating beauty eCommerce experiences

To turn these insights into action, connect with our experts. We can explore the strategic and design-led eCommerce solutions available and position your brand to unlock personalisation with purpose.