Success Stories
How Presenting Skin Problems Motivates People to Take Active Care of Their Skin Health – and How Cosmetics Brands Can Benefit
"Almost one in two people has a skin problem. But many don't react until it's too late. Skin health needs attention and impetus to act."
– Maria-Liisa Bruckert
Dermacosmetics Meets AI: Swiss Company Merges Skincare with Digital Expertise
An innovative Swiss company specialises in dermatological skin and hair care products. It develops and distributes high-quality dermacosmetics that are manufactured according to pharmaceutical standards and are characterised by skin-related active ingredients. In addition to product development, the company is increasingly focussing on digital solutions: IQONIC.AI's AI-supported skin analysis is available on the company's website, which provides customised product recommendations based on specific skin needs. This service is currently available in Switzerland, Germany and France and enables personalised advice.
Early Detection: Often the Decisive Step for Skin Problems
Skin diseases are among the most common health problems in Europe. According to a study by the European Academy of Dermatology and Venereology (EADV), 47.9% of European adults report at least one skin condition within a year (European Academy of Dermatology and Venereology [EADV]. In Germany, data show that 27% of the adult population have a skin condition requiring acute treatment.
Despite this high prevalence, the existing potential for treatment and counseling is often not exploited: only 49% of young people with severe acne or severe skin blemishes made use of medical services. Frequent reasons: Uncertainty when choosing products, lack of access to specialist advice or the hope that the symptoms will improve on their own.
Digital solutions like the IQONIC.AI scan detect potentially relevant skin problems in up to 80% of users, a clear indication of the vast untapped potential for prevention. Although skin problems are usually visible, many people lack the necessary motivation to take action.
After all, the skin is our largest organ and reflects both our physical and mental well-being. Early, targeted care and personalized advice can make all the difference. This is where modern marketing comes in: with data-driven CRM and targeted, personalized triggers, affected individuals can be effectively reached and motivated to actively care for their skin, benefiting both the individuals and the entire healthcare system.
Setting Impulses with the Right CRM: Driving More Efficiency in the Healthcare System
In the period analysed, we were able to record the following effects through the trigger ‘skin problem recognised’:
2x higher open rate compared to general newsletters
4x higher click rate on referring information material on the brand partner's website
2x higher conversion to the shopping basket with subsequently higher product sales
In the case of cosmetic skin problems, both end customers and brand partners benefit from a targeted and personalised approach. On this basis, we send out individualised newsletters that immediately catch the eye when a skin problem is detected thanks to eye-catching elements such as the red ‘Skin problem detected’ notice. This direct and problem-related communication appeals to those affected emotionally and motivates them to actively do something for their skin health.
The high relevance of the message ensures that the newsletter is opened more often and the content is perceived more intensively. This not only leads to significantly higher open and click rates, but also strengthens customers' trust in the brand. Users feel understood and receive personalised support.
Our brand partner benefits from this effect in particular: the increased interaction rate with the content leads to more product interest, increases conversion in the shopping basket and thus also product sales. This form of communication not only contributes to individual skin health, but also works in favour of a more efficient, preventative healthcare system.
Conclusion
The combination of targeted CRM use and attention-grabbing communication is an effective lever for motivating people with skin problems to take action. Through intelligent data evaluation and a personalized approach, we not only achieve a significantly higher level of attention, but also a sustainable strengthening of customer loyalty. This turns mere information into effective support that reaches those affected at an early stage and provides them with the right help, for better skin health and satisfaction on all sides.
About IQONIC.AI
IQONIC.AI offers white-labelled AI software solutions for cosmetics brands and retailers. They use the software to digitally analyse their customers' skin and hair in-store or online. Based on the results, the customer receives personalized product or care recommendations. These customised recommendations significantly increase the likelihood of purchase, turn walk-in customers into loyal customers and increase the conversion rate. Personalised recommendations lead to more purchases and increased sales. All solutions are derma-grade, highly accurate, GDPR-compliant, fully customised to the client's individual needs, requirements and target groups and can be easily integrated into any platform.