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CASE STUDY How FaceGym tones up customer engagement as it grows brand

Luxury skincare and facial workout brand, FaceGym, has grown digital revenues and future-proofed its ambitions to rapidly scale the business, using a suite of personalisation tools.

Launched in 2014 by former Financial Times beauty and wellness columnist, Inge Theron, FaceGym offers a unique ‘gym studio’ for the face. Powered by high-performance, award-winning skincare and expert tool innovations, it combines its product offer with facial workouts designed to kickstart the skin’s metabolism to firm, tone, tighten and plump the face.  With 11 physical studio locations globally, including London, Manchester and New York, FaceGym also offers its skincare ranges and workout kits via its Direct-To-Consumer (DTC) ecommerce site.

Having experienced fast-paced growth, with online sales rising 113% compared to 2021 for the year to date, FaceGym wanted to capitalise on demand for its first-to-market beauty and wellness offer and future-proof how it would be able to scale its operations.  It recognised that growing, owning and optimising its 1st party data – as well as scaling its email capabilities to keep existing shoppers nurtured and engaged – would be central to accelerating its growth trajectory.

By deploying Wunderkind’s identity resolution technology, FaceGym can now recognise and capture more of its online traffic, and so serve the right message to the right customer at the right time, based on their unique intent-based browsing behaviours, depending on where that individual is in their path to purchase. The beauty brand can now also run automated email re-engagement campaigns through the Wunderkind platform, with Cart Abandonment, Category Promotions and Price Drop alerts all helping to drive additional revenue opportunities.

Wunderkind now ranks fourth among the beauty brand’s top paid channels, contributing 9.9% of FaceGym’s total digital revenues, and representing a 3.2x lift in revenue performance vs. the brand’s previous solution. 

Sophie Rogers, Global Head of Digital at FaceGym, comments:  “FaceGym is a confidence-boosting business. We’re all about making our customers feel the best version of themselves – powered by high-performance skincare, tools & one-of-a-kind workout moves we provide a unique facial fitness experience for everyone, at every age. Wunderkind has helped us power personalisation so we can get under the skin of all our customers, across both the UK and US operations, to deliver personalised campaigns that are truly tailored to the individual shopper.”

“Wunderkind has been essential to the digital growth of our business,” Rogers added.  “We have been so impressed at the impact Wunderkind has driven, particularly with our email capture and triggered email performance which has helped us to outperform our KPIs set from both a database and revenue perspective in as little as a few months.”

Wulfric Light-Wilkinson, GM International at Wunderkind International, adds: “Building on the success of its industry-first facial beauty concept, FaceGym is now powering personalisation at scale to consolidate its position as the market leader in skincare and beauty regimes. By choosing to grow and optimise its owned channels, FaceGym is future-proofing its ability to rapidly scale and grow digital revenues, while simultaneously boosting engagement and customer lifetime value.”

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