WhatsApp Marketing Masters: Dermalogica shares its advice for other skincare brands

Dermalogica has been pioneering WhatsApp since 2023. Here, Louisa Schiminski, eCommerce Manager, shares best-practice advice for other skincare brands thinking of adding WhatsApp to the marketing mix.

WhatsApp is proving to be an incredibly successful retention and revenue channel for businesses across the world. With over 2 billion users, it's the most popular messaging app globally, giving businesses access to almost half the world's phones.

And with Meta investing heavily in the WhatsApp Business API, its features grow richer every day.

With many industries benefiting from the 90% open rates, 20% click-through rates, and little information about how exactly to succeed in WhatsApp, we wanted to share some industry advice from the WhatsApp pioneers.

In this, the second of our WhatsApp Marketing Masters series (after Bears with Benefits), we look at insights from Dermalogica, premium, global skincare brand, beloved by its customers.

Dermalogica and Charles

Dermalogica chose to go into WhatsApp with charles in August 2023 because, according to Martijn Vreys, Head of eCommerce: "No other WhatsApp tool has the range of features that charles offers to create WhatsApp marketing campaigns."

Since then, Dermalogica has had great success with this channel thanks to its pioneering approach of offering 1:1 skincare consultations entirely in WhatsApp. These are complemented with regular marketing campaigns that maintain engagement, keep Dermalogica top-of-mind and generate ongoing revenue.