The INKEY List
Challenge
The INKEY List is a global skincare brand founded on the belief that knowledge is power. Quite simply, the more you know about your skin, the better you can care for it.
In the last three years, its straightforward, straight-talking approach has helped the brand grow by an astonishing 600%. As one of the company's primary sales channels, its multi-region website is key to this success, enabling the brand to reach out to customers about their skincare goals and deliver bespoke recipes that help them to feel real comfort in their own skin.
Underlining the importance of its online presence, The INKEY List briefed us to handle all digital creative development.
Solution
We fully redesigned and rebuilt The INKEY List site in late 2021, improving the user experience and increasing conversion through a simpler, more intuitive user interface.
- Rebuild of the The INKEY List Recipe Builder with full integration into several data platforms (Klaviyo, Nosto and Shopify Customer metafields via Helium Customer Fields) for segmentation and remarketing purposes
- Created and launched the MyINKEY area to integrate fully into its CRM
- Permit customers to track their progress by uploading photos of their skin to be reviewed by a skincare expert, update their recipe and receive personalised products and knowledge based on personal skincare goals and concerns
- Built on the leading SAAS e-commerce platform, Shopify+
- Localised sites for different territories
Key to the latest site developments is the new Recipe Builder feature, a series of questions designed to lead customers to the products that are best-suited to their skin and which achieve their skincare goals.
Results
The Acne Analyzer Pro tool, which uses AI to deliver personalised skincare recommendations, became a standout feature, enhancing user engagement and driving conversions. This innovative approach was recognised with the Best Use of AI for E-commerce award at the UK eCommerce Awards 2024, solidifying The Inkey List’s position as a leader in digital innovation within the skincare industry.
The INKEY List is now officially #7 in the world's 100 fastest-growing beauty websites, according to Similarweb's #Digital100.
"The INKEY List is at a seminal point as we double down on our tech-enabled human skincare support proposition via theinkeylist.com. Northern Artillery has been the perfect partners to keep pace with our hyper growth over the last year, and we are excited to work together to find innovative ways to help over 6 million consumers one-to-one on their skincare journey."
Colette Laxton
CEO and Co-Founder
Client
The Inkey List
Output
Website, Brand assets, Video, Social content
