How Dermalogica uses Webflow Optimize to turn data into revenue
How Dermalogica uses Webflow Optimize to turn data into revenue
Dermalogica once relied on intuition to guide their digital strategy. With Webflow Optimize, the brand now runs hundreds of experiments across six global sites, uncovering insights that shape both their customer experience and their business investments.
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“Webflow Optimize helped us move from flying blind to making decisions we could trust. We’re now speaking differently to every audience, whether it’s men or women, preventative or reparative skincare. That shift has completely redefined how we think about our digital experience.”
“Webflow Optimize helped us move from flying blind to making decisions we could trust. We’re now speaking differently to every audience, whether it’s men or women, preventative or reparative skincare. That shift has completely redefined how we think about our digital experience.”
Dermalogica is a global leader in professional-grade skincare, known for their science-backed formulas, clinical expertise, and deep roots in the dermatology and esthetics community. As a digitally focused brand serving both professional and consumer audiences, their website plays a critical role in educating customers, showcasing personalized product recommendations, and driving eCommerce growth across global markets.
But as the business expanded internationally, their digital strategy struggled to keep pace. The team needed a faster, more reliable way to understand what worked for different audiences and to make decisions grounded in data, not instinct. “We were flying in the dark, and needed a way to see what was really working,” says Aurelian Lis, global CEO.
Aurelian and his team began searching for a tool that could help them experiment continuously, test ideas quickly, and uncover insights that would guide both marketing and broader business decisions.
Personalizing with purpose across a global audience
“Webflow Optimize is about finding the right message for the right person. With Audience Insights, we can see what actually resonates for people at each point in their journey — and we can act on those insights fast. What used to take weeks, we can now test, design, build, and analyze in a matter of hours.”
- Vinney Dawson, Sr. eCommerce Experience Designer, Dermalogica
Dermalogica turned to Webflow Optimize to move from guesswork to confidence when it came to site strategy and performance. Their goal was clear: Deliver tailored experiences that reflect the complexity of skincare and the diversity of Dermalogica’s audience.
“Before Webflow Optimize, we were making as many bad decisions as good decisions,” says Aurelian. The team began implementing Webflow Optimize on their US and UK websites to better understand the conversion factors driving sales. “Of course, our ultimate north star metric is total revenue. We’re constantly trying to optimize for that,” says Vinney Dawson, Sr. eCommerce Experience Designer. With a global web presence, Dermalogica needed a way to continuously test, personalize, and refine their customer journey. Webflow Optimize gave them the power to experiment at scale, segment audiences intelligently, and uncover performance-driving insights faster than ever before. “With Optimize, we could suddenly see not just what worked, but why it worked,” says Aurelian.
Dermalogica’s products address a wide range of skincare needs, from preventative routines to reparative treatments, which makes personalization essential. “Our products are complex, and so are our customers,” says Aurelian. “Personalization means speaking to each audience in the language that matters to them.”
The team segments and targets users by behavioral signals such as subscription history or visit frequency. Experiments are tailored to match different customer journeys, including returning visitors versus first-time buyers, or proactive skincare seekers versus those looking for specific solutions.
Tests have included headline and CTA language, such as comparing “hyperpigmentation” and “uneven skin tone”, which led to increased engagement and revealed nuances in consumer preference. These insights help Dermalogica serve not just relevant content but the right content to the right audience, increasing conversion and deepening trust. After early success, they expanded the approach to more than six international sites.
Using AI-powered personalization to validate decisions and test with confidence
“We use Webflow Optimize to answer the big questions before we spend big money. Our teams are now empowered to test ideas quickly, gather real customer data, and invest with confidence.”
- Aurelian Lis, Global CEO, Dermalogica
Dermalogica’s use of Webflow Optimize extends beyond website copy or layout changes. The team relies on AI experimentation to test strategic hypotheses that influence larger business decisions.
“Webflow enables some really major investments we’ve made in the business,” says Aurelian. “We wanted to know if we should invest in the tooling to create a two-ounce versus one-ounce bottle. Before doing that, we mocked up some versions and used Webflow to see how many people would buy that.”
Those insights helped the company validate whether the investment would pay off. Similarly, the team used Webflow testing to explore fulfillment strategies before expanding from two warehouses to five. “Before we did that, we wanted to know, does our consumer care? Do we want to make that multi-million dollar investment? Webflow helped us understand that it wasn’t necessarily the speed of delivery, but the certainty of delivery,” says Aurelian. “Those insights let us build the network we now have.”
Dermalogica applies this data-driven approach to a range of experiments across global regions. In the US, testing delivery messaging confirmed that customers preferred seeing delivery timing on product pages rather than a generic free shipping message. In Germany, the team learned that giving users the option to connect through WhatsApp increased conversations with the brand.
Another US-based experiment on social proof revealed that visitors were more likely to purchase after seeing messages about recent purchases rather than subscriptions — an insight that reshaped how Dermalogica highlights activity on its site.
Across all of these examples, testing helped Dermalogica make confident decisions grounded in real user behavior rather than assumptions. With AI Optimize, Dermalogica watches experiments evolve in real time, uncovering what resonates with customers and adjusting experiences automatically.
Building a culture of experimentation and performance
“Our team has moved from running isolated experiments to embedding optimization into everything we do, which is critical in today’s world. We’re not just testing for performance, we’re testing to build a smarter, more customer-driven business.””
- Courtney Wallace, Head of eCommerce, Dermalogica
Dermalogica’s testing approach is now a core part of company culture. Teams across marketing, product, and leadership collaborate on continuous optimization, using shared metrics such as Average Session Value and Conversion Rate to guide decisions. “Average Session Value has become a compass for us,” says Vinney. “Even a $1 lift per session adds up fast, and that tells us where to keep iterating.”
“We couldn’t do these fun, innovative, next-level add-on projects if we didn’t have this solid foundation of operational excellence,” says Courtney Wallace, head of eCommerce. “The next phase of testing really is a testament to all the work that the team has done to get us to a place where we can take this next step.”
Even small changes, like adding bullet points to product descriptions, have surfaced nuanced insights that continue to inform the brand’s optimization roadmap.
Throughout this journey, Dermalogica partners closely with Webflow to stay ahead of best practices, resolve technical questions, and ensure the team maximizes the platform’s potential. The partnership enables Dermalogica to move from guesswork to precision, using experimentation to shape not only digital performance but also broader business strategy with customers at the core. “For us, Optimize isn’t just about data,” says Vinney. “It’s about meeting our customers where they are and learning what truly helps them along their skincare journey.”
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