Naturium grows Klaviyo-attributed loyalty point redemptions 169% QoQ with Smile.io integration

---

Naturium brings the science of consistent skincare to every one, every where, every day. They make biocompatible, clinically effective formulas that work with your skin’s biology for visible results without irritation. All of their products are dermatologist tested, cruelty-free, paraben-free, vegan, gluten-free and free of synthetic fragrances. The brand was founded in 2019 by Susan Yara and joined the e.l.f. Beauty family in 2023.To balance retention and growth, they rely on Klaviyo B2C CRM.

Learn how this e.l.f. Beauty brand uses Klaviyo and its ecosystem to encourage repeat purchases

Challenge

When Giovanna Diez started as senior manager of CRM and loyalty at Naturium, the ecommerce macroenvironment was tough.

Customer acquisition had gotten less and less efficient since iOS 14.5 weakened mobile tracking and targeting—and especially in the ultra-competitive beauty space, customer loyalty was essential to success.

To nurture loyal customers, Diez planned to launch a loyalty program and build out more email automations in Klaviyo, including loyalty automations.

We wanted to be able to bring new loyalty members into our funnel and communicate with them with Klaviyo flows throughout their entire journey.

“We wanted to be able to bring new loyalty members into our funnel and communicate with them with Klaviyo flows throughout their entire journey,” Diez says.

Naturium wanted to move quickly—and as the third full-time hire on Naturium’s lean marketing team, that meant Diez needed an integrated, easy-to-use tech stack to accomplish her goals.

Solution

Naturium chose to launch its loyalty program with Smile.io, thanks in part to Klaviyo’s pre-built integration with the tool.

“Smile.io is a very user-friendly, plug-and-play app that we could integrate into the tech infrastructure that we had in place, like Shopify and Klaviyo,” Diez explains.

Smile.io is a very user-friendly, plug-and-play app that we could integrate into the tech infrastructure that we had in place, like Shopify and Klaviyo.

Once the loyalty strategy was finalized, setup across Shopify, Smile.io, and Klaviyo only took a week—and from the launch of the new loyalty program, Consistency Club, Smile.io-based segments and automations worked seamlessly.

Next, Naturium needed RFM modeling for loyalty measurement and forecasting—so they added on Klaviyo Marketing Analytics. Having ecommerce, CRM, and loyalty data in Klaviyo with analytics capabilities has been an unlock for the Naturium team.

“It’s super helpful to have all our data centralized within Klaviyo,” Diez says. “I don’t have to worry about competing data points.”

Strategy

With their expanded, integrated tech stack, Naturium has been able to nurture loyalty in creative new ways—for instance:

• 5 Smile.io-triggered flows: Naturium has a welcome flow for new Consistency Club members, flows notifying members when they unlock (or are about to unlock) a new tier of perks, and flows for when they have loyalty points they could redeem.
• Loyalty strategy informed by Marketing Analytics: With funnel and cohort analyses, Diez can easily see the percentage of Consistency Club members redeeming points—a core loyalty KPI. Recently, when cohort analysis showed redemption rate trending lower, Naturium launched a new loyalty offer: redeem 20 points for $1 off. “We lowered the barrier to entry, which increased our redemption rate,” Diez says.
• Targeting email campaigns based on Smile points: In a recent email campaign, Naturium gave a special offer—a free mini for 20 points—to customers with 20+ points. Naturium plans to ramp up flash offers for loyalty members going forward.

Overall, Diez finds that using Klaviyo and Smile.io together gives Naturium a competitive edge in a crowded field.

“In the beauty industry, things change quickly, and you need to be able to act fast,” says Diez. “Klaviyo and Smile.io give Naturium an edge with speed.”

In the beauty industry, things change quickly, and you need to be able to act fast. Klaviyo and Smile.io give Naturium an edge with speed.