Dieux Skin’s brand promise is transparency - the brand wants you to understand exactly what you’re buying and how it works. No tricks. No gimmicks. What better way to live your brand promise than to bring your customers upstream into your product development process? Via their TYB Angels community where members get access to rewards for purchases, attending events, and participating in challenges, Dieux launched an application-only Exploratorium segment for product R&D. The application focused on getting to know the customer: who they were, how they spent their time in their communities, and their skin type and needs.

Ahead of Dieux’s Air Angel Gel Cream launch, the brand activated the Exploratorium community segment using TYB’s survey challenge to ask what their biggest issues were with hydration. They used the answers to inform marketing copy. They used the TYB UGC challenge to prompt the community for packaging designs. They sent samples to the community for further feedback. A week prior to the new product launch, Dieux used the TYB ecommerce integration to offer Exploratorium members 15% off of Air Angel to share with their friends and family. Community members texted and DM-ed on social their friends their codes with personalized messages like “Check out the new product I helped make with Dieux, here is my personal code for 15%”

Via the principle of reciprocity, Dieux was able to create thousands of authentic, personalized referrals ahead of its new product launch plus live out its brand promise of transparency.