Loyalty Programs for Beauty Brands: What Actually Drives Retention
Loyalty Programs for Beauty Brands: What Actually Drives Retention
The average beauty consumer belongs to 4.2 loyalty programs. She earns points at Sephora, Ulta, her favorite indie skincare brand, and the haircare company she found on Instagram last month.
She ignores most of them.
Points-based loyalty programs are everywhere in beauty, and most of them are interchangeable. Earn 1 point per dollar. Redeem 100 points for $5 off. Maybe a birthday gift. The structure is identical across brands because every loyalty app on Shopify uses the same template.
When your loyalty program looks exactly like everyone else's, it doesn't create loyalty. It creates a points balance that customers forget about until they're reminded to spend it.