The brand had built a genuinely wide range, more than 180 SKUs across its beauty line, but the ecommerce experience presenting them was completely generic. Every visitor saw the same catalogue in the same order, with nothing to help them work out which of the 180 options actually suited their skin.

That volume of unguided choice pushed people away before they ever bought anything. Customers arriving with a specific skin concern had to browse a wide, undifferentiated catalogue and make their own guess about what would work, and a generic site gave them nothing to narrow that guess down. Many simply abandoned the site rather than gamble on the wrong product.

The customers who did guess and buy often guessed wrong. Return rates were high, driven specifically by mismatched purchases, products that did not suit the skin they were bought for. Every one of those returns cost the brand twice: once in the lost sale, and again in the customer's confidence that this brand could get it right for them.

We built a custom ecommerce platform anchored around a skin profile quiz, so the first thing a new visitor does is answer a few questions rather than scroll a catalogue of 180 SKUs unaided. The quiz turns those answers into a personalised product routine, narrowing the whole range down to what actually fits that one person's skin.

The quiz result did not stop at the first purchase. We stored each customer's profile and used it to personalise the homepage on return visits, so a returning customer sees a curated range rather than the full catalogue again. The same profile shapes email sequences and reorder reminders, keeping every message relevant to that specific skin routine.

The result changed the very first decision a visitor makes. Instead of being handed 180 SKUs and asked to choose, they answer a short quiz and are handed a routine already matched to them, which is why quiz-takers convert at a far higher rate than everyone else on the site.