Beauty and wellness customers are incredibly intentional. They build routines, research ingredients, compare results, and come back when you make it easy to stay consistent.

That creates a huge opportunity for marketers, if your messaging can keep up with real behavior across the lifecycle. The goal is simple: reach the right customer with the right message, at the right moment, across SMS and email.

Below are practical strategies you can use to drive stronger engagement and more revenue in beauty and wellness, with proof points from real Attentive customers.

‍

Clean Skin Club: Personalization starts with the signals you capture, and how you use them

In the beauty and wellness space, personalization is only as strong as the data you can put to work across the lifecycle. That includes what someone is shopping for, what they bought, and what they should see next to stay consistent with their routine.

Clean Skin Club is a strong example of how this extends beyond acquisition and into retention. By using product-specific sign-up experiences and automatically adding customers into SKU-based segments after purchase, they trigger tailored “Joined a Segment” journeys that keep messaging aligned with what each subscriber actually purchased.

Key results

• 11% CTR
• 16% CVR
• 103x all-time ROI

Build your program around a few lifecycle moments that matter most

You don’t need a giant library of journeys to see impact. In beauty and wellness, most programs win by getting a few moments right, then optimizing from there.

Focus your lifecycle foundation on:

• Welcome, with a clear value prop and the right first purchase path
• Browse and cart abandonment, to re-engage high-intent shoppers fast
• Replenishment and replenishment education, timed to real usage windows
• Post-purchase education, to reduce returns and increase repeat rate

‍

Philosophy & Wander Beauty: Use AI Pro to improve targeting, timing, and efficiency, without adding manual work

For this vertical, “more messages” is rarely the answer. Better targeting and better timing usually drives a cleaner lift.

Attentive AI Pro is designed to help with exactly that.

• Audiences AI: Targets subscribers most likely to purchase and suggests excluding low-likelihood segments to improve efficiency.
• Identity AI: Recognizes more returning opted-in visitors beyond cookie limits so more shoppers qualify for relevant triggered messages.
• Send Time AI: Optimizes delivery timing so each subscriber gets messages when they are most likely to engage.
• Brand Voice AI: Helps keep messaging aligned with your brand tone as you scale lifecycle and campaign content.

Philosophy wanted to boost SMS performance by improving targeting, increasing engagement, and driving more conversions, while keeping campaigns efficient.

Key results

With AI Pro:

• Audiences AI drove a +90% surge in revenue
• Identity AI drove a +22% weekly revenue increase for a browse abandonment journey
• Send Time AI improved CTR by +17%

Wander Beauty saw engagement was there, but they were not fully maximizing revenue from their subscriber base. They needed a way to better identify high-intent customers, optimize message timing, and refine targeting to drive more conversions.

Key results

Post-launch, they saw:

• 821% revenue lift on their highest-grossing AI campaign
• 27% overall revenue growth from AI Pro
• Lift across core performance metrics, including +16% CTR, +29% CVR, +59% RPM, and +50% ROI

The takeaway

AI Pro helps you scale smarter, by improving decisioning in the background while your team stays focused on strategy, creative, and merchandising.

‍

Davines: When you need personalization at scale, use AI Journeys

Once your lifecycle foundation is in place, the next step is making triggered messaging feel personal without building endless variations. AI Journeys uses real-time subscriber behavior to tailor what each person receives, so journeys feel more personal without your team building endless branches.

It can adjust elements like content, timing, and frequency based on engagement signals, helping triggered programs stay relevant as behavior changes.

Davines put AI Journeys to work during the holiday season to keep messaging relevant through peak traffic and high purchase intent moments. 

Key results

They saw:

• 445% surge in CTR during cyber week
• 64% of revenue lift attributed to the welcome journey
• 36% of revenue lift from cart abandonment
• 229% lift in combined revenue from clicks and views

The takeaway

AI Journeys is a strong fit when you want your triggered messaging to adapt to real behavior, without putting more build work on your team.

‍

Supergoop!: Email drives education, credibility, and repeat revenue

Email is where beauty and wellness brands can go deeper, from routine-building content and ingredient education to how-to guidance and launch storytelling that helps customers feel confident in what they’re using and why it works.

When email and SMS run together in one platform, the experience stays consistent across channels. Teams can coordinate timing, align creative and offers, and manage frequency so subscribers do not get overlapping messages. That makes it easier to build lifecycle programs that pair quick SMS nudges with deeper email education, especially for routines, replenishment, and launches.

Supergoop! improved email performance by strengthening that foundation first. They moved both triggered and campaign email sends into Attentive, consolidating email and SMS execution in one place.

From there, they leaned on Attentive’s Identity solution, including server-side tagging and unified profiles, to recognize more subscribers when they returned to the site.

That recognition meant more high-intent shoppers qualified for triggered journeys, which drove higher sends, stronger conversions, and increased revenue.

With unified profiles across email and SMS, more customers could be reached through coordinated cross-channel journeys and campaigns, keeping messaging relevant while reducing overlap.

Key results

The results followed, including:

• 67% growth in revenue per send from top-performing journeys
• 49% YoY growth in email journey deliveries
• 35% increase in click-to-conversion rate across key journeys

The takeaway

When email and SMS run together and more returning shoppers are recognized, triggered journeys reach more qualified subscribers, which drives stronger efficiency and conversion.

‍

If you are a fitness or services-led brand, plug in Mindbody to personalize faster

For services-based brands, the fastest path to better messaging is connecting operational data to marketing execution. Mindbody makes this easier by passing customer data to Attentive in real time so you can personalize based on behavior and status.

The playbook positioning is straightforward:

• Sync Mindbody customer data into Attentive so you can instantly connect with prospects
• Use that data to segment and personalize messages
• Identify high-intent and at-risk clients to maximize engagement and bookings

The takeaway

When your marketing messages reflect what is happening in the actual customer journey—lead, active client, churn risk—you get more relevance with less guesswork.

‍

Beauty and wellness customers reward relevance

If you can recognize more shoppers, focus on a few lifecycle moments, and use AI to make targeting and triggered personalization smarter, you can drive meaningful revenue without bloating your calendar.

If you want to pressure-test where to start, we recommend this order:

1. Identity and unified profiles across channels
2. Lifecycle foundation (welcome, abandonment, replenishment, education)
3. AI Pro for targeting and timing gains
4. AI Journeys when you are ready to scale 1:1 personalization
5. Email expansion and service data integrations like Mindbody for deeper relevance