Driving Repeat Purchases and Campaign Efficiency for a Leading Cosmetics Brand with FirstHive CDP
Customer since
2024
Region
AMER
Industry
Technology
Key use cases
Customer profile unification
12%
Boost in repeat purchases through timely, personalized product recommendations.
35%
Faster campaign execution via automation and AI triggers.
Higher
Conversions from at-risk segments using predictive targeting.
A leading national cosmetics and personal care brand, with a diverse portfolio of beauty products and distribution through retail stores, e-commerce platforms, and digital channels, was looking to boost customer retention by re-engaging lapsed customers and optimizing communication timing. The brand recognized that achieving this would require a deeper understanding of customer behavior and more intelligent engagement across channels.
Business Challenges
Despite strong distribution and a robust customer base, the cosmetics brand faced several operational and marketing roadblocks that hindered retention rates and campaign effectiveness:
- Product recommendations were scattered across touchpoints, with inconsistent timing and delivery across channels.
- Incomplete customer profiles limited personalized messaging, especially for cross-sell and upsell campaigns.
- The marketing team lacked visibility into which customers were most likely to churn or respond to beauty recommendations.
- Existing segmentation strategies were static, making it difficult to prioritize high-value segments or personalize beauty journeys dynamically.
Solution Provided by FirstHive
To improve customer engagement and retention outcomes, FirstHive deployed its AI-powered Customer Data Platform (CDP) to centralize customer intelligence, enable predictive targeting, and automate personalized communication journeys. The solution seamlessly integrated with the brand's existing marketing stack and retail systems to deliver measurable results.
Unified Customer Intelligence
FirstHive created a 360° customer view by stitching together purchase, interaction, and preference data across channels. The platform's advanced identity resolution capabilities enabled the brand to break down data silos and create comprehensive customer profiles that tracked beauty journeys from awareness to advocacy.
- Retail stores, brand website, mobile app, social media, email, and SMS touchpoints
- CRM systems, e-commerce platforms, loyalty programs, and customer interaction logs
- Third-party beauty platforms and influencer collaboration data
- Unified profiles enabling both known and anonymous customer tracking across devices and sessions
Predictive Segmentation & Targeting
AI models powered smarter decision-making and timely engagement by analyzing customer behavior patterns and beauty preferences. The platform's machine learning algorithms continuously refined targeting accuracy based on real-time interactions and purchase outcomes.
- Churn prediction and propensity scoring to flag at-risk customers and identify high-retention beauty enthusiasts
- Auto-generated segments based on beauty preferences, seasonal buying patterns, product categories, and lifecycle stages
- Next-best product recommendations considering skin type, beauty goals, and previous purchase history
- Dynamic lookalike modeling to identify prospects similar to high-value customers
- Seasonal trend analysis to predict demand for specific beauty categories and optimize inventory-driven campaigns
Automated Journey Orchestration
Dynamic workflows were triggered to drive conversions across touchpoints, with each customer receiving tailored experiences based on their unique beauty profile and engagement history. The platform's real-time decisioning engine ensured optimal timing and channel selection for maximum impact.
- Personalized product recommendations delivered across WhatsApp, email, SMS, and in-store experiences
- Contextual beauty content and tutorials based on purchased products and expressed interests
- Abandoned cart recovery sequences with personalized product suggestions and limited-time offers
- Post-purchase engagement flows featuring complementary products and beauty tips
- Re-engagement campaigns for dormant customers with win-back offers tailored to their previous preferences
- Real-time optimization of timing, channel, and message frequency for each beauty enthusiast based on engagement patterns
Business Impact
Following the rollout of FirstHive's CDP and AI tools, the cosmetics brand saw measurable improvements in customer engagement and retention:
- 12% increase in repeat purchase rates, driven by timely and contextual product recommendations.
- 35% reduction in campaign execution time, enabled by automated audience creation and journey triggers.
- Higher conversion from at-risk segments, due to predictive identification and targeted beauty interventions.
- Improved cross-channel consistency, boosting customer trust and reducing drop-offs during purchase journeys.
By adopting FirstHive CDP and its AI-driven orchestration engine, the cosmetics brand achieved a strategic shift from generic promotions to intelligent, behavior-led beauty experiences. This not only improved customer experience but also delivered tangible ROI through higher retention and operational efficiency.