Blog HomeDiscover how beauty brands boost their customer engagement and revenues by leveraging wishlist features and back-in-stock notifications, enhancing loyalty and creating more personalized experiences.
Some beauty products are so good they sell themselves. Maybe a new type of foundation goes viral on TikTok. Maybe a shade of lipstick trends on Instagram. Whatever it is, trend-focused customers always have the same mission: grab the product before it’s gone.
But a product going “viral” is rare. For most beauty brands, making consistent sales means playing the long game with customers. Your brand can use features like wishlists and back-in-stock notifications to keep your products top of mind.
To do that, a wishlist needs to be more than a “save a product” button. It needs to give each customer a feeling of personalization and control—that their wishlist is how they’re keeping tabs on your brand. When customers use their wishlists to keep tabs on your inventory and sales, they help maintain interest around the product.
Customer loyalty and repeat purchases are especially important in the beauty industry. That’s why features like enhanced wishlists and back-in-stock notifications can significantly impact your conversion rates. If you know what your customers are wishlisting, you can make better recommendations. And consumers who get personalized recommendations are 75% more likely to purchase.
A robust wishlist tool will keep your inventory connected to customers. Wishlists become ways for customers to personalize their choices, keep tabs on your latest beauty products, and interact with your brand. But let’s explore why this impact can go much deeper than capitalizing on the latest viral trends.
It’s simple: customers don’t bookmark products for fun. Many use these tools strategically. Maybe they’re on a budget and waiting for a price drop, or maybe they’re saving up credit card points until they can splurge. Whatever your customer is doing, every wishlist is a peek into your customers’ psyche. Wishlists mean your beauty brand can capture customer data, track their preferences, and keep them in the loop about the products they’re itching to buy. This works in a few ways:
These results aren’t just hypothetical. These exact features drive real-world results for many beauty brands. Let’s examine some case studies and look at some of those results.
Cirque Colors is an artisan nail color brand known for unique, limited-edition hand-crafted nail colors. Their loyal following already knows how exclusive and scarce these products can be. That’s why they were so eager to keep tabs on the latest nail colors via wishlists and watchlists.
Hoping for a better customer browsing experience online, the brand had recently changed ecommerce platforms. Now there was an opportunity to implement new wishlist features so customers could easily save, access, and share their favorite colors.
The “add to wishlist” option was of particular interest to Cirque Colors. Cirque knew its customers constantly saved products for later to monitor new sales, low inventory, or restocking alerts.
Swym built them a robust new wishlist that fit with the unique Cirque Colors approach, including tiny, on-brand details like unique colors and custom fonts. This wishlist included “Save for later,” which allowed customers to easily swap products in and out of their shopping carts.
Also included? Automated email reminders and triggers for low-stock, back-in-stock, and price-drop alerts.
The impact was immediate. Cirque Colors saw a significant improvement in its customer engagement, leading to higher conversion rates (12.5% increase) and consistently higher average order values (+37% AOV). The “save for later” feature helped them recover approximately $20,000 in increased revenue from items that had been removed from their carts per quarter—representing about 10% of their total sales.
Credo Beauty, guided by core principles of sustainability and solid business ethics, had different challenges. As the largest clean beauty retailer in the world, its assortment includes over 130 brands.
Complex assortments meant a different sort of challenge: letting customers track their favorite products among the many collections available. Returning customers needed a seamless experience—a way to catch up where they left off on their most recent shopping “trip” online.
Though the same built-in wishlist features helped Credo Beauty, one added benefit was how Wishlist Plus integrated with Klaviyo to create customer reminder emails. If a customer created a new list, a customized time delay could gently “nudge” a customer 24 hours later—then spring into action again after 5 days without purchase.
This strategy helped bring shoppers back after they’d dropped off the Credo Beauty website the first time. Since integrating the new wishlist features in 2018, 5% of Credo Beauty’s total revenue came thanks to orders placed through these features. Conversion rates on wishlist users are 210% higher than Credo Beauty’s total site average.
Wishlist features like these give your beauty brand an instant boost. But what you don’t see are the long-term impacts. Every wishlist is a data point—an insight into your customer’s needs, shares, and wants. Here’s how it works:
Use these benefits and features together, and you will create a new, virtuous cycle of engagement. The more customers use your wishlists, the more loyalty you generate—which drives more customers to use the wishlists.
You won’t only drive new loyalty thanks to the wishlist features, but you will learn enough about your customers to enhance your brand. You’ll better understand what your customers are after. That wishlist data becomes more than a list of “saved items.” It becomes fuel for your next campaigns.
Beauty brands work in a trend-centered industry. The brands with staying power are those that transcend these trends by driving long-term engagement and loyalty. If you’re a beauty brand looking to drive long-term revenue and engagement, you need reasons for customers to engage with your shops.
Wishlist features give customers those reasons. The easier they are to use, the more likely customers are to use them—which leads to more engagement, conversions, and loyalty. And thanks to additional features like back-in-stock notifications, you can build in other sales principles like scarcity and urgency, making your beauty brand all the more compelling.
Ready to get started? Learn more about Wishlist Plus and how it can drive more engagement for your beauty brand.
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