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Beauty & Cosmetics
Hero Cosmetics
Hero Cosmetics increased purchase conversions 21% in 100 days by launching the Hero Skin Squad, a brand-owned community that turns customers into samplers, reviewers, and advocates.
About
Hero Cosmetics is a fast-growing premium beauty brand that helps people with acne-prone skin get to clear, glowing results, anchored by its Hero Skin Squad community.
The Challenge
Hero's marketing team wanted a deeper relationship with its consumers: a way to co-create products, gather real insights, and drive the kind of reviews that move buyers.
The Solution
Hero built the Hero Skin Squad on TrueLoyal, a brand-owned community where members sample new products, take surveys and polls, and talk directly with the brand, all personalized on zero and first-party data. It became an engine for authentic reviews and UGC, syndicated across Hero's site, retail channels, and social to drive conversion, and an always-on feedback loop that shapes what Hero makes next.
The Result
In the first 100 days of the Hero Skin Squad, Hero Cosmetics saw:
+21%
increase in purchase conversions
+25%
increase in average spend per community member
+19%
increase in Net Promoter Score
"We are incredibly excited to see the immediate impact our community is having on our brand. The Hero Skin Squad is actively sharing their positive experiences with our products, participating in product development, and helping us spread the word about our new launches. The activities and insights coming out of our community are creating great value for Hero."
Amy Calhoun Robb
VP of Marketing | Hero Cosmetics