With TYB's segmentation tooling, Dieux skin was able to activate their community members as product testers, driving a high volume of authentic reviews, referrals and increased purchases.
member growth n 12 months
Obsessions reviews
members redeemed in Feb '25
Dieux Skincare is an award-winning, clinically vetted and price transparent skincare brand.
Honest communication with customers has informed everything from product formulation to marketing tactics as the brand has grown a community of loyal customers on TYB.
Dieux was looking for a trusted place to communicate with their community, gain insights, collaboratively co-create products, and easily reward their top customers for their engagement.
Rather than pursue the traditional pre-seeding model to gather customer feedback, Dieux imagined a world where customers collaboratively co-created products from the very beginning.
Dieux partnered with TYB to create a community targeting two specific groups, their loyal brand fans, aka Angels, and an application-only segment called Exploratorium, aimed at identifying and engaging target customers ahead of new product launches.
Leveraging TYB’s challenge functionality, Dieux gathered information on skin concerns, educated about quality ingredients and tapped the community for reviews across both their ecomm site and Sephora.
In the months leading up to their Air Angel Gel Cream launch, Dieux activated the Exploratorium to inform and complement their existing go-to-market plan. Using survey challenges, they gathered insights on customers’ nuanced skin hydration concerns, used responses to refine marketing copy, and even sent samples for testing. One week before launch, they leveraged the TYB Shopify integration to offer the Exploratorium members 15% off codes for the Air Angel Gel Cream to share with their friends and family.
Through TYB, Dieux is able to systematically reward the community with points for purchase, periodic early access and exclusive restock discounts.
Their approach converts and the Dieux brand love runs deep (so deep that 1500 community members joined in the first 5 minutes of launching on TYB). The community has been a win:win for the brand and its top fans.
As a result, 93% of community members purchase more frequently than non-members. 63% of members make recurrent purchases and community members have a 2.54x higher LTV.
