Dermalogica, an American skincare company, found a very interesting way to expand its business. It used Meta's conversational commerce solution , WhatsApp Business, to increase customer engagement and product sales. As a result, the brand achieved 1,7 times more revenue per lead than with email messaging . Now, we'll share some details of this success story with you. Stay tuned!
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HISTORY OF DERMALOGICA
The story of Dermalogica began in 1986. The brand was created by Scottish beautician Jane Wurwand. That year, she founded the company's first unit in Carlson, a city in California, in the United States, where she began selling skin care products.
Today, the brand has a presence in several countries around the world, where it supplies products such as cleansers, exfoliants, moisturizers, and facial oils, among others. It sells these products through an online store , physical stores, partner multi-brand stores, spas, and beauty clinics.
Free from raw materials that irritate the skin, Dermalogica products are of excellent quality. But beyond the high quality of the products, the company has a special way of dealing with customers. It uses an educational approach, with expert consultants who advise buyers in clinics.
In Germany, the Dermalogica team decided to enhance this style of company communication. The idea was to also provide online customer service with trained consultants. To do this, they considered using a Meta tool, WhatsApp Business. Keep reading!
DERMALOGICA'S PROJECT WITH WHATSAPP
The directors of Dermalogica in Germany have noticed that cosmetics consumers have changed their behavior recently. They now prefer to purchase products online. This has become a problem because the brand offers personalized individual consultations, which usually take place in person.
In order to adapt the company's communication to this scenario, the brand's directors wanted to implement a tool that would allow their consultants to chat with customers online, from anywhere. They chose WhatsApp for this project. Find out more below!
- As soon as you can, read also: “Contact on Whatsapp: 79% of Brazilians have already communicated with a company on the app"
SOLUTIONS
Among the solutions in the Dermalogica project with Meta we can mention, for example:
- conversational commerce via WhatsApp: the company has integrated the WhatsApp Business API with its other commerce and marketing channels. This means that consumers can now contact the brand’s consultants from anywhere, not just in person. Communication flows in real time, individually, via text or voice. Consumers can send photos and videos. Meanwhile, consultants provide answers to questions and objections, give advice, recommend products and make usage recommendations. They also provide post-purchase support;
- Marketing and Automation: on Whatsapp, Dermalogica was able to run campaigns, automated messages and Marketing journeys;
- Forwarding of leads: to drive consumers to Whatsapp, Dermalogica ran campaigns and distributed messages via Whatsapp, on website of the brand and on social media. He also worked with Marketing via E. and Referral Marketing.
Furthermore, Demalogica used an analytics solution to track campaign performance, monitor revenue, generate insights , and understand consumer behavior. The results were surprising. Check them out below!
DERMALOGICA RESULTS WITH WHATSAPP
Demalogica achieved excellent results with WhatsApp Business. Compared to using email for consulting services, the company achieved the following with WhatsApp between January and July 2024:
- 70% (1,7 times) increase in revenue per lead;
- 90% (1,9 times) increase in open rate;
- 400% (5x) increase in click-through rate.
WhatsApp has therefore become an important tool for Dermalogica in Germany. Integrating the app with other company channels, such as e-commerce, has boosted online sales . Therefore, conversational commerce via WhatsApp is worth implementing. Learn how to implement it in your e-commerce below!
HOW TO IMPLEMENT WHATSAPP BUSINESS IN YOUR E-COMMERCE?
To implement WhatsApp Business in your e-commerce, rely on the support of Agência e-Plus! Agência e-Plus is certified in the best e-commerce platforms currently available and, in addition, holds the Meta Media Buying Professional seal from Meta. This qualifies it to implement projects and integrations with these technologies in companies like yours.
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