The Ultimate Skincare Marketing Strategy to Get Customers for Life

September 22, 2023
Rene Emery

Elevate your skincare marketing strategy with product recommendation quizzes, dynamic emails, and other high-converting tactics.

Imagine trying to sell skincare products to an audience that doesn’t trust you and that you don’t know. A whopping 58% of marketers don’t even know basic demographic information about their audience. (Yikes!)

Your skincare marketing strategy should focus on gaining customers for life. After all, your customers will always need to care for their skin.

But you need to go the extra mile to convert a one-off sale to a lifetime customer. You need to:

  1. Build trust with your audience; 71% of consumers are less likely to buy from you without that trust.
  2. Learn your target audience’s pain points.
  3. Solve your audience’s problems.

If you ask your audience the right skincare quiz questions, you can hone in on their problems, recommend the perfect solution, and gain a customer for life. 

product recommendation quiz used in Every Man Jack's skincare marketing strategy
Every Man Jack uses a product recommendation quiz to create the perfect custom skincare routine for their customers.

It’s a win-win for everyone involved.

But what can asking the right skincare questions really do for your marketing strategy? 

Digioh’s customer results speak for themselves.  Check out these results from a prominent skincare brand we work with who wanted to grow their DTC sales:

  • 298% CVR lift in just 18 days
  • 6.52% conversion rates 
  • $27,000+ revenue driven by Digioh alone in 18 days

Your audience wants you to solve their pain points. Adding a quiz to your skincare marketing strategy is a fun, organic way to drive sales while making both new and existing customers happier.

moon juice skincare and supplement quiz
Moon Juice solves shopper symptoms with a quiz that connects customers with both skincare products and supplements.

Just look at these awesome product recommendation quiz examples that are driving amazing results for our clients already.

Do you want to grow your skincare brand and achieve similar results?

Of course, you do! 

Growing Your Audience in 2024

But before you launch a skincare quiz, you need to grow your audience. Without an audience, you’ll have no one to take your quiz in the first place.

There are many ways to generate inbound prospective new customers, but some of the most common ones are:

Influencer Skincare Marketing

Did you know 67% of consumers look for information about beauty products from the influencers they follow?

Mic drop. That’s a staggering figure. If you’re not doing this, you should start NOW!

You can tap into influencer marketing to help:

  • Build brand awareness
  • Attract new customers
  • Build trust and confidence from customers

Digioh helps influencer marketing programs give their influencers the VIP treatment.

personalized pop-up used for influencer marketing
With Digioh, you can green visitors referred via influencer with a dynamic pop-up that contains a coupon code.

But how can you connect with these influencers?

  • Reach out to them on social media 
  • Check their profiles for business inquiry contact information
  • Work with an influencer marketing agency
  • Connect with influencers through platforms like Collabstr

But attracting ideal customers isn’t a one-off thing; you have to keep them engaged. And email marketing and SMS are some of the best ways to nurture these relationships on a deeper level.

Welcome Shoppers with an Email/SMS Capture Dynamic Pop-Up

You’ve attracted a potential new customer to your website. Now what? If you don’t make an immediate sale, a first-time visitor will likely forget about your site. How often have you visited a website, clicked off, and never returned?

Many times, right?

You need to change that.

With dynamic, multi-step pop-ups, you can collect the shopper’s email, mobile number, or both, giving you a direct link to them long after they leave your site.

example of a multi-step pop-up that captures email and mobile number
Haute Hijab captures both email addresses and mobile numbers with a two-step pop-up.

As a skincare marketer, you have a lot of opportunities to solve people’s problems. You can kick off this relationship with pop-ups containing lifestyle images that show people correcting their skin problems.

Or you can solve a person’s problem right in your copy: “Sign up to get expert tips for clearer skin in 30 days.”

You can target both new and existing customers with multi-step pop-ups. A/B testing can go a long way here. Maybe you can offer a “30 Days to Clearer Skin” eBook or a 15% off coupon on the person’s next order just for signing up.

exit-intent pop-up on a skincare site
Moon Juice uses exit-intent pop-ups to keep shoppers around with an enticing offer.

Subscriber Retention

Both email and SMS list churn is inevitable. Some people sign up for a discount and leave, but others will leave when your content no longer engages them or hits on their needs.

To retain subscribers, you can do a few things:

  • Let customers control their email/SMS communication with a preference center
  • Allow people to select contact frequency or pause delivery
  • Segment lists and notify subscribers about topics they’re interested in

For example, an 18-year-old subscriber may not be interested in anti-aging tips yet. You could allow them to choose other content, such as:

  • Product discounts
  • New product alerts
  • Makeup tips
  • Advice from top beauty bloggers
  • Tips on getting clearer skin

Review your open and unsubscribe rates frequently and adjust your email/SMS marketing accordingly to keep subscriber retention high.

More Ways to Grow Your Skincare Marketing Audience

Of course, you can also grow your audience in other fun ways, like:

  • Content marketing
  • PPC advertising
  • Social media marketing
  • Brand collaborations
  • Paid social advertising

Once your skincare brand starts getting leads, it’s time to get to know your audience. 

When you know your audience, you can refine your skincare quiz questions to collect valuable zero-party data and serve your customers better.

Getting to Know Your Audience

How much do you know about your audience? If you’re not collecting zero-party data, you could know more about your customers to solve their problems better, market to them more effectively, and build trust.

You can even use zero-party data across email, SMS, and other channels.

But you need to first collect the data from your audience. 


Quizzes and surveys are highly effective ways to collect the data our clients use to gain thousands of subscribers and achieve conversion rates of 6% or higher.

Let’s get started.


Surveys are used by every top brand in the world. Customer service and experience are king, and you need to work on them all the time. You can gain insights into your customers with:

Post-Purchase Surveys

Unlocking customer insights is as easy as showing a post-purchase survey.

example of a post-purchase survey
This post-purchase survey captures customer feedback about the purchase process.

These surveys may include a variety of questions:

  • How did you hear about us?
  • Who are you shopping for?
  • What do you hope our product will do for your skin?
  • Why did you buy from us?
  • How would you rate the checkout process?
  • Did you find the skincare products you were looking for?
  • What other skincare products would you like us to add?

Learn more about post-purchase surveys in our blog: Post-Purchase Survey Examples, Best Practices, and Sample Questions.

NPS Surveys

Net promoter score (NPS) surveys ask customers to rate you from 0-10 on how likely they are to recommend your brand to a friend, along with why they give that score.

You may also choose to ask respondents additional questions, such as:

  • How can we improve?
  • Which product do you value the most from our selection?
  • What can we do better?

Data-based, internal decisions based on your surveys can help shape your brand into one that customers trust.

nps survey example
Use NPS surveys to capture feedback and improve the customer experience.

You can use surveys to gain more insight into your customers, but that’s just the tip of the iceberg of what you can do to gather zero-party data.

Unlock the Power of a Skincare Routine Quiz

Quizzes powered by Digioh help you ask the right questions to potential customers and provide skincare product recommendations tailored to the person’s exact pain points.

  • Bad skin? Covered.
  • Dark circles under their eyes? Covered.
  • Dry skin? Covered.
skincare routine quiz by ranavat
RANAVAT's quiz helps shoppers find the perfect routine for both skincare and haircare.

You can even build the perfect skincare regimen for customers with a bundle of products that target their main problem areas with precision.

skincare quiz example
Oars + Alps's helpful quiz fits perfectly into their skincare marketing strategy.

But you need to ask the right questions. We’ve created a list of questions your skincare company can ask to recommend products more effectively.

Skincare Quiz Questions You Should Be Asking to Drive Sales & Build Your Marketing Strategy

  • Is your skin oily, dry, normal, or a combination?
  • Choose your skin tone.
  • What is your age?
  • What is your gender?
  • Do you have sensitive skin?
  • Do you have any skin conditions you want to address? (fine lines, dark spots, acne, etc.)
  • Are you concerned about sunburn?
  • How many products would you be willing to use in your skincare regimen?
  • What is your lifestyle like? (Outdoorsy, Adventurer, Minimalist)
  • Do you shave?
  • Is it important to you that your skincare products have all natural ingredients?

Psst. Want to add even more questions to your skincare quiz? Click here for suggested quiz questions.

Showing Your Audience What They Want

You’ve grown your audience. And now you’ve got all this zero-party data. What do you do with it?

Use it to show your audience what they want.

A whopping 42% of marketers don’t know how to leverage zero-party data. But we do!

Deliver Quiz Results + Follow-Up Emails

When someone takes your skincare routine quiz, they’re telling you exactly what they need. And your quiz results page is the perfect opportunity to convert them by leveraging the zero-party data you collect.

In just a few simple steps, they can discover the perfect skincare regimen for them, or the perfect moisturizer, cleanser – you name it. You can help customers solve their problems through your quiz results page while positioning your brand as an industry leader.

And by sending quiz results in a follow-up email, you can nudge them to purchase.

example of a ersonalized marketing email sent by Moon Juice
Moon Juice delivers skincare and supplement quiz results to their customers via email, making it easy for customers to purchase, even if they don't buy right away.

Build Segments and Email Flows

To make the most of your email marketing, you need to send relevant messaging. Fortunately, zero-party data can help. 

For example, use your quiz data to segment your list and create email flows that generate long-term revenue. 

Let’s say you sell two lines of skincare products. Segment your list into two categories based on which product line the customer is interested in, then send unique campaigns tailored to that specific line.

Take it a step further by personalizing your messages based on the subscriber’s preferences, past purchases, and other zero-party data.

Offer Hyper-Personalized Recommendations

Shoppers want to see the products they want. You can deliver a hyper-personalized experience across all channels using your quiz answers and other zero-party data you collect.

If a shopper is worried about sun exposure, you can show them products with SPF via:

  • Dynamic emails
  • In-app messages
  • On-site personalization, such as “you may also like” recommendations
  • SMS marketing
  • Retargeting campaigns across Google Ads, Meta, and other ad networks

Zero-party data allows you to personalize the experience across all customer touchpoints. 

skincare quiz for sun exposure products
Cay Skin's quiz tests knowledge of suncare practices while recommending products based on your personality.

And that can lead to higher conversions and greater customer loyalty.

Shape Future Skincare Marketing Campaigns

Quiz answers can tell you a lot about your customers and their problems. You can use that data to shape future campaigns and messaging.

For example, through your quiz data, you may discover that:

  • Your customers have sensitive skin. They want products that are gentle, so your messaging can focus on that.
  • Your customers are worried about fine lines. Focus your messaging on the anti-aging effects of your products. 

The quiz data you collect also gives you a unique and valuable opportunity to create new products customers want and need

If customers are worried about fine lines and wrinkles, you can tweak your formulas to address these concerns. Or you could introduce an entirely new line of anti-aging products to appeal to them.

Ultimately, it’s all about knowing what your customers want and using that data to create better products that meet their needs.

Mastering Your Skincare Marketing Strategy with Digioh

If you want to grow your audience, increase conversions, and build customer loyalty, you must get personal with your marketing.

Digioh can help. Together, we’ll build a quiz that helps customers discover their perfect skincare product or bundle of products. 

Get in touch with our team to schedule a demo and start turning more visitors into customers.

Rene Emery
Contributing Writer
Emery is a B2B/Finance/SaaS writer who focuses on clear, concise, and optimized content. Leveraging 12+ years of experience, she relies on her work with hundreds of companies worldwide to create content that speaks to readers and makes difficult topics easy to understand.

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