91% revenue growth: How we scaled a skincare brand using personalized customer journeys

How Growth Gurus helped a skincare brand build sustainable growth

Omnilux sells medical-grade LED light therapy devices directly to consumers and through skin clinic partners worldwide. As the brand entered a high-growth phase, its existing email program could no longer provide the level of education and personalization needed to support an expanding customer base.

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Growth Gurus redesigned the e-commerce customer journey to better reflect how customers researched, purchased, and used Omnilux devices. Email and SMS were brought together into a connected lifecycle program, with communications tailored to customer behavior, product interest, audience segment, and stage of the buying journey.

This created a stronger foundation for product launches, customer retention, and long-term revenue growth.

Where the customer journey was falling short

Although several automated flows were already in place, they weren't providing enough support for a considered purchase. Some of the biggest gaps included:

• Limited education and nurturing during the consideration stage
• Generic messaging that didn't reflect different customer needs or skincare concerns
• Insufficient post-purchase guidance on using devices correctly and consistently
• No established SMS strategy
• Limited segmentation and targeted communication across customer groups

The new customer journey strategy was designed to close these gaps by providing relevant guidance before purchase and continuing that support long after conversion.

Starting with a stronger lifecycle foundation

Before introducing advanced personalization, we completed an in-depth onboarding process to understand the product science, manufacturing process, customer concerns, brand positioning, and future growth plans.

We then created a new email template that aligned with Omnilux's redesigned website, giving campaigns and automated flows a consistent look, feel, and brand voice.

From there, we introduced dynamic content, conditional splits, and behavioral segmentation so communications could adapt to each customer. These changes transformed Omnilux's customer journey marketing into a coordinated lifecycle system, with every message serving a clear purpose within the broader customer relationship.

Making communication relevant to each audience

Omnilux's product range serves customers with different skincare concerns, routines, ages, and purchase motivations. Sending the same content to every subscriber would have made each interaction less relevant.

We developed personalized email campaigns for three main audience groups:

• Contour: Focused on integrating LED therapy into an established skincare routine.
• Clear: Combined product education with practical guidance for teenagers and young adults managing acne.
• Men: Delivered tailored education, influencer content, and messaging aligned with men's skincare needs.

Each group followed a distinct path within a connected, personalized customer journey.

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Using education to support customer retention

LED therapy devices only deliver their intended benefits when customers know how to use them correctly and consistently. That made education a core part of the customer retention strategy.

We created a week-by-week post-purchase flow that guided customers through the early stages of ownership. The content explained product use, encouraged consistency, and showed customers how it could fit into their existing skincare routine.

Content also changed based on the product each customer purchased, ensuring every message was relevant rather than generic. This strengthened the post-purchase experience while helping reduce avoidable returns caused by uncertainty or incorrect use.

Growing the subscriber list before purchase

As website traffic increased alongside new product launches, capturing visitor interest became an important growth opportunity. We expanded the use of Justuno-powered pop-ups, tailoring offers based on browsing behavior and product interest instead of relying on a single generic sign-up form. 

By making these early interactions more relevant, we could nurture potential customers based on the products or content they had already explored. The email subscriber list grew by 6.1x, creating a much larger audience for educational content, product launches, campaigns, and automated flows.

Using customer insights to refine communication

The lifecycle program also needed to support Omnilux's wholesale skin clinic partners. While these customers required a simpler communication strategy than direct consumers, their feedback remained valuable and could inform stronger skincare email marketing decisions.

Using Okendo, we developed a targeted survey for wholesalers and their customers. The survey was integrated with Klaviyo, allowing it to reach recipients at the most relevant stage of the customer relationship. 

The responses provided valuable insights into customer preferences, motivations, and experiences. These learnings helped refine future messaging and ensured communications reflected the needs of each audience instead of applying the same journey across wholesale and direct-to-consumer customers.

Improving key automations with behavioral data

Once the lifecycle foundation was established, we introduced Black Crow AI to improve behavioral tracking and purchase intent prediction. The platform identified buying signals that traditional segmentation could miss, allowing existing automations to respond more accurately to browsing and cart activity. 

Within one month, these customer journey optimization efforts contributed to:

• A 30% improvement in abandoned cart flow performance
• An 8% improvement in added-to-cart flow performance
• An 8% improvement in browse abandonment flow performance

The integration improved how customers entered key flows and when messages reached them, strengthening the existing program without rebuilding every automation from scratch.

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Applying personalization to the biggest campaign of the year

The customer insights gathered through surveys and behavioral data were also applied during the Black Friday and Cyber Monday campaign, when inbox competition was at its highest.

Using predictive analytics and personalized email marketing, we tailored communications based on previous engagement and product interest. The campaign combined segmented send times, countdown timers, relevant product recommendations, and offers informed by customer behavior. 

Email generated 77% of Omnilux's Black Friday and Cyber Monday revenue, and the campaign went on to win the 2024 Netty Award for Best Email Personalization.

The results showed how lifecycle data could support major promotional campaigns by keeping communications relevant to each recipient.

The results

By bringing together education, segmentation, automated journeys, list growth, SMS, campaign planning, and behavioral data, the lifecycle program delivered measurable business outcomes:

• 91% increase in overall revenue
• 2x increase in annual flow revenue
• 113% increase in annual campaign revenue
• 7.47x increase in revenue from SMS
• 6.1x growth in the email subscriber list
• Email generated 77% of Black Friday and Cyber Monday revenue

These results weren't driven by a single campaign or automation. They came from improving every stage of the customer lifecycle, from initial research and conversion to product education, engagement, and retention. 

Final thoughts

Considered purchases, such as skincare devices, often require an ongoing relationship with the customer. Customers typically need education before making their first purchase, while relevant post-purchase support helps them get the most from the product and stay engaged with the brand. 

In Omnilux's case, the strongest results came from connecting every stage of the customer journey rather than treating acquisition, conversion, and retention as separate activities. Better segmentation improved relevance, education increased customer confidence, subscriber growth expanded nurturing opportunities, and behavioral data made existing automations more effective.

If you're looking to build stronger customer retention and create more personalized customer journeys for your skincare brand, get in touch with Growth Gurus to explore a lifecycle strategy designed around your customers and growth goals.