German beauty brand ARTDECO was founded over 40 years ago with a mission to offer premium makeup at affordable prices. They pioneered the refillable beauty system that they are still known and loved for today.
The Story At a Glance
ARTDECO had a popular Friends of Beauty community but it ran on a custom-built system with no way to reward anything beyond writing reviews. With ambitious plans to build Germany's best beauty loyalty program, they needed a platform that could do far more.
By choosing Yotpo, ARTDECO were able to easily migrate their existing community into a fully integrated reviews and loyalty platform. This meant they could reward points for more behaviours that matter to them and offer much more varied rewards.
ARTDECO's revamped program now offers exclusive rewards, like product redemptions and beauty masterclasses. This has been instrumental to their growth, with loyalty redeemers having a 4.5x higher repeat purchase rate than non-redeemers, and their overall repeat purchase rate has grown from 18% to 22%.
Julia Halbleib
Head of eCommerce & CRM
Strategy
ARTDECO's highest-tier members get access to unreleased full-size products before they hit shelves. A recent example saw 200 Soulmates test a new SPF serum concentrate and complete a detailed questionnaire.
Result
The product tests do more than reward loyalty - they turn Soulmates into an informal advisory group whose feedback directly shapes how ARTDECO develops products and communicates them to the wider market.
Strategy
ARTDECO rewards their highest-tier Soulmates with access to intimate one-hour masterclasses with a makeup artists. Sessions are capped at 30–40 members, with individual one-on-one consultations coming soon.
Result
With over 100 applications for every session, the masterclasses are consistently oversubscribed. A coveted benefit in the program, members are keen to engage more in order to reach the Soulmates tier.
Strategy
Product redemptions are a key part of ARTDECO’s Friends of Beauty program, and the products available are refreshed every two months. This gives all members a reason to regularly check back in and engage with the program throughout the year.
Result
Rotating rewards keep the program feeling current and creates natural moments of re-engagement. Members across tiers stay active because there is always something new to discover and redeem.
Julia Halbleib
Head of eCommerce & CRM
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