When it comes to simplifying and elevating skincare, Skin Rocks by Caroline Hirons, is making waves. The mission of Skin Rocks is to empower individuals with straightforward, science-led skincare education and guidance. The brand builds trust by championing transparency, busting myths, and providing expert advice that is practical, accessible, and tailored to real skin needs. Skin Rocks is dedicated to cutting through the noise of the skincare industry, focusing on proven, results-driven solutions over empty marketing claims, helping customers make confident, informed choices for their skin.

We asked Cleide Cardoso, CRM and Loyalty Manager at Skin Rocks, to explore the brand’s journey, her role in shaping customer relationships, and the loyalty strategies that make Skin Rocks stand out.

Cleide’s path to Skin Rocks began in the B2B marketing world of television before transitioning to the beauty and ecommerce industries. Her passion for customer experience and technology blossomed at Afrocenchix, where she honed her skills in data analytics and digital marketing. This blend of technical expertise and a customer-centric mindset naturally led her to Skin Rocks, where she’s now on a mission to build lasting relationships with customers.

Creating meaningful connections

"What excites me most about Skin Rocks is the opportunity to create experiences that deeply resonate with our customers," Cleide shared. "Our loyalty program isn’t just about rewards; it’s about building a community that’s educated and empowered in their skincare journey."

At its core, Skin Rocks was born from the vibrant, loyal community cultivated through Caroline Hirons' influential online presence. From her iconic blog, launched in 2010, to the Skincare Freaks Facebook group, which has attracted hundreds of thousands of passionate members, community has always been at the heart of the brand. For Skin Rocks, community isn't just a marketing tactic—it's their foundation.

"What sets us apart is our commitment to transparency and community-building," Cleide explained. "We aim to demystify skincare with integrity, focusing on proven science rather than marketing gimmicks."

Enhancing customer experience through personalized loyalty

Through tools like Klaviyo and LoyaltyLion, Skin Rocks uses CRM and loyalty programs to enhance the customer experience. By combining personalization with meaningful rewards, the brand fosters a sense of belonging among its customers.

Designed for simplicity and engagement, the Skin Rocks loyalty program rewards customers not only for purchases but for actions like referrals and reviews. For VIP customers, the experience is even more special—offering exclusive access to masterclasses with Caroline Hirons, the brand’s founder.

"We’ve found that customers value personal interactions and insights from Caroline more than anything," Cleide said. "It’s these moments that truly deepen loyalty."

One standout campaign involved a simple, plain-text email from Caroline Hirons, Founder of Skin Rocks, introducing the launch of The Cleansing Balm. The combination of heartfelt storytelling and targeted messaging created a strong emotional connection with customers and exceeded expectations.

Advice for building effective loyalty programs

Cleide’s advice for brands looking to build loyalty programs is straightforward: "Focus on the customer journey—make it simple, meaningful, and achievable. Listen to feedback and evolve with customer expectations."

She also emphasized the importance of avoiding overcomplication. "Loyalty programs should incentivize customers to choose your brand over competitors without making them feel like a cash cow. Simplicity and relevance are key."

What’s Next for Skin Rocks?

As Skin Rocks prepares for 2025, exciting product launches and enhancements to the loyalty program are in the works. The future of CRM and loyalty, Cleide believes, lies in hyper-personalization, gamification, and creating seamless omnichannel experiences.

"Customers want to feel like they’re part of a brand’s journey, not just a transaction. Loyalty programs need to reflect that."