Beyond Discounts: How Blair Skincare and Flaunt Revolutionized Loyalty in the Skincare Industry
Beyond Discounts: How Blair Skincare and Flaunt Revolutionized Loyalty in the Skincare Industry
When it comes to the competitive DTC skincare industry, standing out isn't just about having a great product—it's about fostering genuine connections with your customers. When Blair Skincare, founded by board-certified physician assistant Blair Hayes, approached us at Flaunt, they were looking for more than just a run-of-the-mill loyalty program. They wanted a revolution.
And that's exactly what we delivered, acting as a true extension of Blair Skincare's team.
The Blair Skincare Challenge: Growth Without Compromise
Blair Skincare came to us with four objectives that would make any marketer's ears perk up:
- Drive incremental growth and retention
- Leverage their unique position as a medically-backed skincare brand
- Integrate seamlessly with their subscription model
- Accomplish all of this while minimizing reliance on margin-eroding discounts
Oh, and did we mention they wanted to do this with a lean team of just three, including the founder?
Challenge accepted.
The Flaunt Solution: Loyalty Reimagined
At Flaunt, we don't believe in one-size-fits-all solutions. We rolled up our sleeves and became an integral extension of Blair Skincare's team, designing and implementing a custom loyalty program in less than two months. Our strategic services went far beyond software implementation, encompassing every aspect of loyalty program development.
Here's what makes it stand out:
1. Skincare-Specific by Design
Gone are the days of generic points-for-purchases programs. We leveraged Flaunt's quiz and survey modules to capture crucial skincare data. But we didn't stop there. This information is activated through deep Klaviyo integrations, allowing for hyper-personalized rewards and offers based on individual skincare profiles.
Imagine a loyalty program that knows your skin type, concerns, and goals. That's not just loyalty—that's a skincare journey.
2. Subscription Integration That Makes Sense
We recognized the golden value of subscribers and created a program that:
- Uses loyalty challenges that incentivize first-time subscribers to stick around
- Rewards existing subscribers without significantly impacting margins
- Discourages customers from taking the "Subscribe and Save" discount and immediately cancelling with carefully designed incentives & communication
Our personalized challenge capabilities and Recharge integration help nudge targeted segments to extend their subscriptions. It's a win-win scenario that keeps customers happy and Blair Skincare's bottom line healthy.
3. Rewards That Resonate (Without Breaking the Bank)
Blair Skincare's program isn't about accumulating points for generic discounts. Instead, it focuses on exclusive experiences and access that don't eat into margins, including:
- Behind-the-scenes formulation webinars
- Exclusive new patient appointments
- Product testing opportunities
These rewards reinforce Blair Skincare's medical expertise while fostering a deeper connection with customers. On top of retaining customers, we're also creating brand advocates without relying on constant discounting.
The Flaunt Difference: More Than Just Software
What truly sets this program apart is Flaunt's full-suite solution. We didn't just provide software—we became Blair Skincare's loyalty task force, handling:
- Branding and asset creation
- Financial modeling to ensure minimal impact on margins
- Custom reward design focused on value-added experiences over discounts
- Full campaign calendar development
Our deep integration with Shopify, Recharge, and Klaviyo, combined with our hands-on approach, allowed us to create a truly tailored solution that aligns perfectly with Blair Skincare's brand and business goals.
Early Results and Future Projections
While it's still early days, the program is already showing promising signs. Based on our experience with similar implementations, like our work with Barefaced that drove a 17% increase in sales, we're projecting significant improvements in:
- Customer retention rates
- Lifetime value (LTV)
- Reactivation rate of long-term customers
- Engagement with Blair Skincare's educational content
- Product line exploration by customers
- User-generated content and referrals
And we are tracking all of those metrics and more with Flaunt’s cohorted growth model and tailored analytics solution.
More importantly, by focusing on unique rewards and drastically reducing reliance on discounts, Blair Skincare is positioning itself for sustainable, profitable growth. This isn't just about short-term gains—it's about building a loyal customer base that grows with the brand, all while maintaining healthy margins.
Key Takeaways for Skincare Brands (And Beyond)
If you're in the skincare industry—or any DTC space looking to elevate your loyalty game—here are some key lessons from Blair Skincare's journey:
- Look beyond discounts: Focus on unique, experience-based rewards that reinforce your brand's value proposition. Your customers want more than just a good deal—they want to be part of something special.
- Integrate with your core business model: Whether it's subscriptions, services, or product lines, your loyalty program should enhance and complement your primary offering without eroding margins.
- Leverage customer data intelligently: Use skincare profiles, purchase history, and engagement data to create a personalized loyalty experience. Generic programs are a thing of the past.
- Partner strategically: Consider a full-service loyalty partner who can become a true extension of your team. In a world of limited resources, the right partnership can be a game-changer.
- Think long-term: A well-designed loyalty program isn't just about driving immediate sales—it's about creating a sustainable growth engine for your brand that doesn't rely on constant discounting.
The Future of Loyalty in Skincare (& How You Can Be Part of It)
The Blair Skincare x Flaunt partnership demonstrates the power of a truly integrated, thoughtfully designed loyalty program. By leveraging social media engagement, brand expertise, and personalized experiences, we're creating a loyalty ecosystem that goes far beyond transactions and discounts.
For DTC brands in the skincare industry (and beyond), Flaunt offers a turnkey, low-lift way to:
- Drive repeat purchases and increase LTV without heavy discounting
- Nurture a more engaged and loyal customer base
- Leverage your unique brand assets for mutual benefit
- Turn your loyalty program into a significant revenue driver while maintaining margins
Flaunt is providing more than just a loyalty program—we're offering a full-service solution that can transform your customer relationships and drive sustainable growth. We become an extension of your team, bringing our loyalty expertise to every aspect of your program.
Ready to revolutionize your approach to customer loyalty? Sign up for Flaunt's DTC loyalty newsletter to receive:
- Invitations to our virtual event series, including an upcoming fireside chat with Blair Hayes on Wednesday, October 16th
- Weekly insights on loyalty program best practices
- Exclusive tips for skincare brands looking to enhance customer retention without relying on discounts
Sign Up for Flaunt's DTC Loyalty Newsletter
The future of loyalty is here, and it's personalized, integrated, and value-driven—without leaning on excessive discounts.
Are you ready for it?
