bareMinerals’ online performance glows during lockdown

Original clean beauty brand, bareMinerals, has improved online engagement and increased AOV (average order value), thanks to a solution from Wunderkind, formerly BounceX, the leading behavioural marketing technology provider.

Starting the ‘clean beauty’ revolution when it launched its best-selling mineral foundation in 1995, bareMinerals has become an iconic beauty brand which counts celebrity ambassadors, including Hailey Bieber and Rosie Huntington Whitely, among its fans.  Synonymous with creating clean, cruelty-free make-up and skincare, its beauty products are free of harsh chemicals and include botanicals that improve the skin’s appearance naturally.  As well as selling through 38 of its own bareMinerals Boutiques globally and concessions in Boots, John Lewis, Selfridges and House of Fraser, bareMinerals is also available on beauty pureplayers, including Look Fantastic and Feel Unique, and its own successful ecommerce platform.

When the new GDPR regulations came into effect in 2018, bareMinerals saw its marketable database significantly reduce in size.  And, while this left the beauty brand with a smaller but much more engaged audience, it recognised the need to regrow its email lists. So they decided to reach out to Wunderkind, formerly BounceX.

Using the behavioural marketing solution’s real-time identity network and technology to better recognise a larger portion of its site traffic, across new and returning users, bareMinerals was able to personalise messages to target sign-ups and grow its lists of new shoppers, while tailoring marketing to existing loyal customers based on their buying intent.

bareMinerals has continued to use Wunderkind’s solution to grow its lists since then as it delivered a successful steady stream of sign-ups, however this became increasingly important to the business in 2020 during the covid-19 pandemic.  With lockdowns forcing its stores to close, eCommerce became its primary sales channel. During the first national lockdown, for example, sales of its skincare ranges soared +20%.  With demand for eCommerce brands growing, bareMinerals recognised the need to optimise digital operations to drive sales and capitalise on the growing cohorts of new shoppers coming online.  From March 2020 to the end of the year, Wunderkind’s solution grew bareMineral’s database by 80%.

Wunderkind’s solution enables bareMinerals to understand on a customer-by-customer level where an individual shopper is on their buying journey based upon on-site behaviour and intent triggers.

Holly Willis, Assistant Manager, CRM at bareMinerals, commented:

“Wunderkind doesn’t just help us grow out our databases, their granular-level personalisation allows us to find out more about the shopper on an individual basis, enriching our data and improving the quality of our digital engagement.  By understanding buying intent, they help us create highly tailored triggered messages at every point in the buying journey.”

bareMinerals was quick to act when lockdown closed its stores and sought to recreate the in-store buying experience online, becoming one of the first movers to launch 1-2-1 beauty consultation appointments with its make-up and skincare experts in April 2020.  This helped the brand not only connect with its customers, but also helped build confidence around online purchasing to increase online AOV.  Orders made through its 1-2-1 appointment service were 2x higher than the average basket size of orders made directly on the website.

Wulfric Light-Wilkinson, GM EMEA at Wunderkind, commented:

“bareMinerals has always led the way on product innovation, continually creating new and exciting clean beauty concepts that push the category forward.  So, it’s no surprise we saw them apply the same rigour in finding new ways to connect and engage with shoppers during the pandemic when stores had to shut.  By helping bareMinerals better understand and engage their shoppers, it was able to capitalise on digital sales opportunities and nurture new shoppers into returning and loyal customers.”

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