The Future of Personalization in Lifecycle Marketing
The Challenge: Elevating Personalization While Scaling Retention
Luxury skincare brand 111SKIN has built a global following by offering science-backed, high-performance skincare solutions. However, as the brand scaled, it faced a critical challenge: How do you expand while keeping the brand’s high-touch, premium experience intact?
With a growing customer base, 111SKIN needed to ensure that every message felt personal, intentional, and aligned with each customer’s unique journey, without overwhelming their audience with irrelevant messaging.
That’s where Retencity came in. The mission? Craft an intelligent lifecycle automation strategy that delivers the right message, to the right person, at the right time, ensuring a more tailored customer experience that leads to real business impact.
“Prior to working with Retencity, our lifecycle marketing lacked structure and effectiveness. Retencity rebuilt it from the ground up, implementing best practices that significantly improved performance.” - Abbi Webster, Head of eCommerce, 111SKIN
Flow-Driven Revenue
for Lifecycle Driven Conversions
Spam Complaints
The Solution: Precision Automation for a Luxury Brand Experience
Rather than relying on generic marketing sends, Retencity worked with 111SKIN to build a hyper-personalized, behavior-driven retention strategy that deepened customer relationships and increased revenue through intelligent automation.
A Bespoke Lifecycle Marketing System
111SKIN’s automation strategy was designed to respond to real customer behavior, whether they were discovering the brand for the first time, repurchasing a favorite product, or engaging with exclusive skincare education.
- Welcome and nurture sequences tailored based on each subscriber’s interests.
- Post-purchase experiences that went beyond transactional emails, ensuring customers felt guided and valued.
- Replenishment and retention flows that kept customers engaged over time without overwhelming them with unnecessary messages.
- Dynamic personalization that factored in browsing behavior, past purchases, and skincare needs to create a concierge-like experience at scale.
“Retencity’s approach to creating separate flows for upsell journeys for mask purchasers, skincare customers, and other product categories helped execute 111SKIN’s strategy to serve our customers more effectively via upselling and cross-selling other items they may be interested in.”- Abbi Webster, Head of eCommerce, 111SKIN
Intelligent Automation That Drives Personalization and Engagement
As part of 111SKIN’s evolution in lifecycle marketing, Retencity expanded Klaviyo flows to enhance engagement and optimize conversions across customer journeys. Our approach focused on delivering relevant, timely, and high-impact messaging through advanced automation strategies, resulting in significant improvements in customer experience and business outcomes.
These insights led to further email and SMS opt-in growth strategies, reinforcing email messaging with SMS-exclusive promotions and timely reminders to drive conversions.
- We introduced Cross-Sell, Replenishment, and Quiz-Based flows, ensuring that customers received timely and relevant recommendations that aligned with their needs and past behaviors for deeper engagement.
- By integrating dynamic content elements, we improved how 111SKIN engages with customers at every stage of their journey, leveraging past purchases, browsing history, and skincare concerns to create a luxury customer experience at scale.
- Recognizing the importance of conversion efficiency, we optimized abandoned cart flows and subscription nurture sequences, ensuring customers received compelling messaging at the right moments, leading to improved recovery rates and sustained subscriber engagement.
“We chose Retencity over other agencies because their approach felt like a true partnership rather than a one-off project. Their team demonstrated deep expertise and a collaborative mindset from day one.” -Abbi Webster, Head of eCommerce, 111SKIN
The Results: Automations That Convert
Retencity’s refined retention strategy transformed 111SKIN’s ability to engage customers at scale, reinforcing the brand’s premium, high-touch feel, proving that personalization leads to more conversions, deeper customer relationships and higher-value transactions.
Lifecycle Marketing That Works:
Flow-Driven Revenue
for Lifecycle Driven Conversions
Spam Complaints
“Retencity truly feels like an extension of our internal team, providing critical support and expertise that we otherwise wouldn’t have access to.” - Abbi Webster, Head of eCommerce, 111SKIN
With a powerful foundation in place, 111SKIN and Retencity are looking ahead to even greater innovations.
About 111SKIN
Founded in 2012 by world-renowned plastic and reconstructive surgeon Dr Yannis Alexandrides, 111SKIN is a global skincare brand that bridges the gap between clinical science and glamour. Leveraging Dr Yannis' expertise across thousands of surgeries, he first launched the now best-selling Repair Serum to help his patients accelerate the healing process following procedures. From adapting cryotherapy to championing bio cellulose in face masks on a global scale, 111SKIN's skincare advancements deliver visible results.
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