How the presentation of skin problems motivates people to actively do something for their skin health and how cosmetics brands can benefit from this

Time frame:

7 months

Scaling across 3 countries

4x higher CRM click rate

"Almost one in two people has a skin problem. But many don't react until it's too late. Skin health needs attention and impetus to act."
– Maria-Liisa Bruckert

Dermacosmetics meets AI: Swiss company combines skincare with digital expertise

An innovative Swiss company specialises in dermatological skin and hair care products. It develops and distributes high-quality dermacosmetics that are manufactured according to pharmaceutical standards and are characterised by skin-related active ingredients. In addition to product development, the company is increasingly focussing on digital solutions: IQONIC.AI's AI-supported skin analysis is available on the company's website, which provides customised product recommendations based on specific skin needs. This service is currently available in Switzerland, Germany and France and enables personalised advice.

Early detection: often the decisive step for skin problems

Skin diseases are among the most common health problems in Europe. Nearly half of European adults report at least one skin condition within a year. In Germany, around 27% of the adult population have a skin condition requiring acute treatment.

Despite this high prevalence, the existing potential for treatment and counselling is often not fully utilized. Only 49% of young people with severe acne or severe skin blemishes seek medical care. Common reasons include uncertainty when choosing products, limited access to specialist advice, or the hope that symptoms will improve on their own.

Digital solutions like the IQONIC.AI scan detect potentially relevant skin problems in up to 80% of users, highlighting the significant untapped potential for prevention. Although skin concerns are often visible, many people still lack the motivation to take action.

The skin is the body's largest organ and reflects both physical and mental well-being. Early, targeted care and personalized guidance can make a meaningful difference. This is where modern marketing plays an important role: data-driven CRM and personalized communication help identify, engage, and motivate affected individuals to take proactive steps toward better skin health, benefiting both the individual and the healthcare system.

Setting impulses with the right CRM: For more efficiency in the healthcare system

In the period analysed, we were able to record the following effects through the trigger ‘skin problem recognised’:

2x higher open rate compared to general newsletters

4x higher click rate on referring information material on the brand partner's website

2x higher conversion to the shopping basket with subsequently higher product sales

In the case of cosmetic skin problems, both end customers and brand partners benefit from a targeted and personalised approach. On this basis, we send out individualised newsletters that immediately catch the eye when a skin problem is detected thanks to eye-catching elements such as the red ‘Skin problem detected’ notice. This direct and problem-related communication appeals to those affected emotionally and motivates them to actively do something for their skin health.

The high relevance of the message ensures that the newsletter is opened more often and the content is perceived more intensively. This not only leads to significantly higher open and click rates, but also strengthens customers' trust in the brand. Users feel understood and receive personalised support.

Our brand partner benefits from this effect in particular: the increased interaction rate with the content leads to more product interest, increases conversion in the shopping basket and thus also product sales. This form of communication not only contributes to individual skin health, but also works in favour of a more efficient, preventative healthcare system.

Conclusion

The combination of targeted CRM use and attention-grabbing communication is an effective lever for motivating people with skin problems to take action. Through intelligent data evaluation and a personalized approach, we not only achieve a significantly higher level of attention, but also a sustainable strengthening of customer loyalty. This turns mere information into effective support that reaches those affected at an early stage and provides them with the right help, for better skin health and satisfaction on all sides.