Skins launches behavior-based loyalty program in partnership with tritonX

Skins, a premium niche cosmetics retailer with over twenty boutiques across the Netherlands, Belgium, and South Africa—alongside a thriving e-boutique—launched its innovative loyalty program Skins Inclusive in 2023.

Skins Inclusive is a personalized appreciation program designed for loyal Skins customers. Upon registering, members immediately enjoy exclusive rewards and privileges, including unlimited access to the Skins Archives, personalized gifts with purchases, exclusive video content from Skins Experts, and early access to Skins Exclusives and limited editions.

Registration is done via a Skins account on the official website, skins.nl. Once signed up, members gain access to their personal Skins Inclusive Dashboard, offering insights into their loyalty tier, available rewards, and current privileges. Members can also write product reviews and adjust personal preferences—everything is clearly visible in the account environment.

What sets this program apart is that it doesn’t reward based on spend, but on engagement. A prime example of Loyalty 3.0—a forward-thinking, behavior-driven approach to customer loyalty.

Rewards based on behavior

Skins Inclusive is structured around five loyalty tiers, each offering its own set of unique rewards and privileges. The higher the tier, the more exclusive the benefits.

But how do customers advance through the tiers? Unlike traditional programs, spending more doesn’t guarantee a higher level. Instead, customers earn points through meaningful engagement with the brand. This includes activities like making a purchase in-store or online, attending a masterclass, answering the monthly question, enriching their profile, or leaving a product review.

All of these touchpoints are configured as events within tritonX’s Event-Based Rewarding Module. When a customer completes one of these events, points are added to their profile in real time. Progress is instantly visible on the member’s dashboard, and tier upgrades unlock new rewards immediately.

Omnichannel approach

With more than twenty physical stores and an online boutique, enabling a seamless on- and offline experience was essential. Members can earn and redeem rewards both in-store and online.

This was made possible through the tritonX Customer Data Platform (CDP), which consolidates customer data from all touchpoints into one centralized system. Consumers benefit from a single customer account, enabling them to enjoy their rewards and privileges across all channels.

Within tritonX, loyalty levels are assigned, customer events are logged, and individual reward histories are stored. In both boutiques and the e-boutique, customer data is available in real time—allowing store associates to instantly see a customer’s loyalty tier and applicable benefits. This is achieved through real-time API integrations between tritonX, the POS system, and the webshop.

Marketing Integration

Beyond loyalty functionalities, Skins also leverages tritonX’s advanced marketing capabilities. With powerful dynamic audience segmentation, Skins can effortlessly sync audience data to their ESP for targeted newsletter campaigns. These communications include Skins Inclusive updates as well as broader marketing campaigns.

To bring this loyalty program to life, close collaboration with all involved partners was crucial. Technical partner Strix played a key role in developing the personalized Skins Inclusive Dashboard and creating a dedicated Shopware 6 module to enable tritonX event triggering directly from the webshop.

A Loyalty Program with Proven Impact

The Skins Inclusive program—rewarding customers for interaction rather than spend—has proven to be a resounding success. Within just two months of launch, over 20,000 customers had signed up. Today, the program has surpassed 100,000 members.

This success demonstrates that consumers are not just looking for discounts. When rewarded with meaningful, personalized benefits, they are eager to engage and build long-term loyalty. Skins Inclusive shows that a modern loyalty program can thrive without offering traditional discounts.

Project Partners

ERP / POS System: ACA XPRT
E-commerce Platform: Strix
ESP: Copernica
Email Marketing Agency: PI Marketing
Online Marketing Agency: Marveltest
Retailer: Skins