Cosmeticos24h's Background
Cosméticos24h has established itself as a powerhouse in the European beauty retail landscape, serving discerning customers across the continent with premium beauty and skincare solutions. True to their motto "Para todas las pieles, con amor" (For all skin types, with love), they've built an empire that celebrates beauty at every age and for every skin type.
Industry Leadership Profile:
- Type: Multi-channel Beauty & Cosmetics Retailer (B2C and B2B)
- Industry: Beauty, Skincare, and Cosmetics E-commerce
- Market Reach: 8 international markets with full language localization (Spanish, English, French, German, Italian, Portuguese, Chinese, Russian)
As a leader in the Spanish beauty e-commerce sector, Cosméticos24h has built its reputation on quality curation and exceptional customer service, making it the go-to destination for mature women seeking trusted beauty solutions across Europe.
Challenges
The breaking point came when the Cosméticos24h team watched their 65-year-old customers struggle with what should have been simple: redeeming their hard-earned loyalty points. Imagine asking someone to click a tiny plus button 1,000 times to use 1,000 points. Their previous loyalty system had become a barrier rather than a bridge, with complex dropdown menus showing options that weren't even selectable and redemption processes so convoluted that customers gave up.
The problem ran deeper than just a poor user experience. Operating across 8 languages, Cosméticos24h discovered their loyalty platform could only support 5, leaving customers in key markets like Russia and China with a substandard experience. They couldn't run the seasonal campaigns they'd planned, couldn't offer bonus points for their new facial cleanser line, and watched helplessly as their vision of a unified European loyalty program crumbled.
Even after selecting Joy, the journey wasn't immediately smooth. Setting up their ambitious "Cada Paso Cuenta" campaign required navigating complex rule engines, while managing different pricing structures for both B2C and B2B operations added another layer of complexity. The team wondered if they'd ever achieve the seamless, elderly-friendly loyalty experience they envisioned.
Solutions
Joy's response was nothing short of transformative. Within 48 hours of understanding Cosméticos24's challenges, Account Manager Nolan and the Joy team began crafting solutions that would revolutionize how the brand approached customer loyalty. The centerpiece was brilliantly simple: a single "Canjear todos mis puntos" (Redeem all my points) button that replaced the torturous clicking process. One click, done—respecting their customers' time and intelligence.
But Joy didn't stop there. They reimagined the entire redemption experience, implementing dynamic blocks in the cart page that clearly showed discount amounts, free gift options, and shipping incentives. Customers could now browse an exclusive gallery of point-only products—limited edition beauty sets and premium samples that made them feel like VIPs rather than bargain hunters. The backend system allowed Cosméticos24h to update these gift catalogs seasonally, keeping the experience fresh and exciting.
Perhaps most impressively, Joy expanded their platform capabilities specifically for Cosméticos24h, supporting all 8 languages to ensure every customer from Madrid to Moscow felt equally valued. The advanced rule engine came alive, allowing multiple campaigns to run simultaneously—200 bonus points for facial cleansers here, double points for birthdays there, creating a dynamic loyalty ecosystem that finally matched the brand's ambitions.
Results
The numbers tell a story of transformation that exceeded even the most optimistic projections. Within three months, Cosméticos24h generated €130,000 in assisted revenue directly attributable to their new loyalty program—a staggering 520% return on investment. But beyond the financials, the real victory was in the human impact: a 96% enrollment rate that proved their elderly customers were not just willing but eager to engage when given the right tools.
Customer service inquiries about point redemption plummeted by 75%, freeing up support staff to focus on building relationships rather than solving technical frustrations. The loyalty program sparked 30 million monthly interactions, with elderly customers who once avoided technology now confidently browsing exclusive rewards and planning purchases around point promotions. The free gift gallery became particularly beloved, introducing customers to new product lines they might never have tried otherwise.
Best Practices for Beauty Brands
Design for Your Real Customers, Not Industry Trends
Cosméticos24h's breakthrough came from accepting that their 45-65 demographic wanted simplicity over gamification. The one-click solution proves that removing friction beats adding features every time.
Transform Points into Exclusive Experiences
By creating point-only products and exclusive gift collections, Cosméticos24h elevated their loyalty program from a discount tool to a VIP shopping experience. Customers now view points as special currency for treats they can't buy with money alone.
The Cosméticos24h success story demonstrates that loyalty innovation isn't about following industry playbooks—it's about deeply understanding your customers and having the courage to build exactly what they need. Their partnership with Joy proves that when technology truly serves customer needs, extraordinary results follow.
