IN COMMON Beauty is an inclusive luxury haircare treatment brand founded by hairstylists who saw a gap in the market. Its treatments and boosters celebrate every hairstylist and every consumer for their perfect uniqueness, backed by a Pro community of stylists who trust the brand chairside.
The Story At a Glance
IN COMMON Beauty used Attentive to power SMS marketing, but the channel operated separately from Yotpo Loyalty. Key loyalty events, like points earned or about to expire, couldn't trigger a personalized text, leaving engagement opportunities on the table.
The brand connected Attentive to Yotpo Loyalty, enabling automated SMS journeys triggered directly by loyalty activity. They launched journeys around points expiration reminders and points earned, turning loyalty milestones into timely, personalized messages.
Since launching in April, loyalty-triggered journeys have become some of IN COMMON Beauty's top performers. The points expiration reminder journey drove a 17.3% CVR, while the points earned journey drove a 102.6% CVR.
Alina Arkin
Digital Marketing Senior Manager
Challenge
IN COMMON Beauty's loyalty program tracked points earned and expiring in real time, but Attentive, the brand's SMS platform, had no way to see or act on that activity, leaving key moments untouched by text.
Solution
The brand activated Yotpo’s integration with Attentive so loyalty events could trigger SMS journeys directly, closing the gap between points activity and personalized outreach.
Challenge
With the integration live, IN COMMON Beauty needed SMS journeys that felt relevant in the moment, not generic promotions, to earn a spot in customers' inboxes.
Solution
IN COMMON Beauty launched a points expiration reminder and a points earned journey. Since April, they've become some of the brand's highest-converting journeys, at 17.3% and 102.6% CVR.
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