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bareMinerals’ online performance glows during lockdown
Clean beauty brand, bareMinerals, has improved online engagement and
increased AOV (average order value), with a
solution from Wunderkind, formerly BounceX, a behavioural marketing technology provider.
S
tarting the ‘clean beauty’ revolution when it launched its best-selling
mineral foundation in 1995, bareMinerals has become an iconic beauty brand which counts celebrity ambassadors, including Hailey Bieber and Rosie Huntington Whitely, among its fans. Synonymous with creating clean, cruelty- free make-up and skincare, its beauty products are free of harsh chemicals and include botanicals that improve the skin’s appearance naturally. As well as selling through 38 of its own bareMinerals boutiques globally and concessions in Boots, John Lewis, Selfridges and House of Fraser, bareMinerals is also available on beauty pureplayers, including Look Fantastic and Feel Unique, and its own successful eCommerce platform.
When the new GDPR regulations came into effect in 2018, bareMinerals saw its marketable database significantly reduce in size. And, while this left the beauty brand with a smaller but much more engaged audience, it recognised the need to regrow its email lists. So it decided to contact Wunderkind, formerly BounceX.
Using the behavioural marketing solution’s real- time identity network and technology to better recognise a larger portion
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of its site traffic, across new and returning users, bareMinerals was able to personalise messages to target sign-ups and grow its lists of new shoppers, while tailoring marketing to existing loyal customers based on their buying intent.
bareMinerals has continued to use Wunderkind’s solution to grow its lists since then as it delivered a successful steady stream of sign-ups, however this became increasingly important to the business in 2020 during the covid-19 pandemic. With lockdowns forcing its stores to close, eCommerce became its primary sales channel. During the first national lockdown, for example, sales of its skincare ranges soared +20 per cent. With demand for eCommerce brands growing, bareMinerals recognised the need to optimise digital operations to drive sales and capitalise on the growing cohorts of new shoppers coming online. From March 2020 to the end of the year, Wunderkind’s solution grew bareMineral’s database by 80 per cent.
Wunderkind’s solution enables bareMinerals to understand on a customer- by-customer level where an individual shopper is on their buying journey based upon on-site behaviour and intent triggers.
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