Health & Beauty: Boosting Omnichannel Sales with Push Notifications

The beauty sector is one of the most competitive in French retail. €22.8 billion in revenue in 2024, 8% annual growth driven by product innovation, and an e-commerce segment growing twice as fast as in-store sales. In this context, capturing a consumer’s attention and building long-term loyalty has become the real challenge for brands.

The paradox is clear: 93 to 94% of traffic on major beauty websites comes from mobile (L’Oréal and Yves Rocher data), yet conversion rates remain structurally low. Visitors arrive, browse products, and leave without buying or leaving a trace. A precious audience that simply evaporates.

It is precisely in this context that Web Push Notifications are emerging as a strategic lever for beauty players. This guide explains why — and, more importantly, how to integrate it concretely into your omnichannel setup, whether you are a pure-player or a brand with a physical network.

The beauty sector facing the challenges of omnichannel

A growing market, an increasingly demanding consumer

The beauty consumer of 2025 no longer follows a linear journey. She draws inspiration on Instagram, compares on TikTok, tests in-store, orders from her phone and expects next-day delivery. This fragmented journey creates as many opportunities as friction points for brands.

Some figures that illustrate this transformation:

• 68% of buyers read the ingredient list before choosing a product (Go-Sidely, 2024)
• 78% say they prefer natural or organic formulations
• 72% of consumers integrate their skincare routine into a broader wellness approach
• 85% of a cosmetics brand’s revenue can come from just 15% of its existing customers

Loyalty: the key battleground

Acquiring a new customer costs five times more than retaining an existing one. Yet the majority of beauty marketing budgets focus on acquisition — social media, influencers, SEA — at the expense of retention. The result: soaring acquisition costs, customers who try a product and then defect to a competitor, and an under-exploited customer lifetime value.

Web Push directly addresses this issue. It allows you to maintain a connection with a customer after their first visit, without asking for their email address, without third-party cookies and without recurring advertising spend.

Omnichannel beauty: what Sephora is already doing

Sephora is often cited as the benchmark model. The brand engages more than 180 million consumers through its mobile app, and considers omnichannel as its primary competitive advantage. Its Beauty Insider programme, structured across three tiers, generates measurable, personalised loyalty at every touchpoint.

That said, not every brand has the resources of a group like LVMH to develop a proprietary app. Web Push offers a directly accessible alternative — requiring no heavy development — for any brand that wants to remain present in the daily lives of its customers.

Push messaging: the channel your beauty mix was missing

How it works in practice

A Push Notification is a short message that appears directly on the user’s screen — desktop or smartphone — even when they are no longer on your site. It consists of a logo, a compelling title, brief body text, a visual and an action button that redirects to the destination of your choice.

To receive it, your visitor simply clicks “Allow” when their browser asks them to activate notifications. One single click, no form, no email address. They become a subscriber and can now be contacted at any time, even outside of a browsing session.

💡 Adrena’tips: on average, 15% of a site’s visitors accept notifications on their first visit — an opt-in rate up to 15 times higher than that of an email newsletter. In the beauty sector, subscribers show strong engagement because they have an affinity-based relationship with the brand.

What sets it apart from other channels

Channel	Opt-in required	Data needed	Delay	Ad blocker bypass	Cost
Web Push	1 browser click	None (no email)	Real time	✅ Yes	Very low
Email	Form + confirmation	Email address	A few minutes	❌ No (spam possible)	Low
SMS	Double opt-in	Phone number	Immediate	✅ Yes	Medium
App push	Download + opt-in	Storage space	Immediate	✅ Yes	High (app dev)
Display / Social	None	Cookie or targeting	Variable	❌ No	High (CPM)

Why the beauty sector is particularly well-positioned

Three characteristics unique to beauty make Web Push a particularly well-suited channel:

1. Regular repurchase: beauty routines generate a natural purchase frequency. A customer who loves a serum will order it every two to three months — Web Push allows you to accompany her at every stage of that cycle without effort.
2. Emotional attachment: the relationship between a woman and her beauty brand is often affective. A personalised, well-timed message strengthens this bond rather than breaking it.
3. Product discovery: the sector constantly launches new products, limited editions and seasonal gift sets. Web Push is the ideal channel to immediately inform subscribers of a new launch, before they even think to visit the site.

Six Web Push use cases for a beauty brand

USE CASE 1, Product launch: creating an event

The launch of a new reference — serum, foundation, eau de parfum — is one of the most profitable moments to activate via Web Push. Your subscribers are the first to know, which creates a sense of exclusivity and drives immediate sales.

🔔 Oh My Cream exclusive new launch: the radiance serum has arrived ✨ Formulated with 15% pure vitamin C. Discover it before anyone else. → Discover the serum →

What works: the preview aspect creates a sense of belonging to a privileged community. Ideal for premium brands and clean beauty players looking to enhance their customer relationship.

USE CASE 2, Private sale and exclusive subscriber offer

Web Push transforms a standard promotion into a reserved event. By targeting only your subscribers with an offer not shared on social media, you create scarcity and reward engagement.

🔔 Nuxe Private sale, 24h, subscribers only 🌸 -20% on the entire Huile Prodigieuse range. Exclusive access until midnight. → Claim my offer →

This type of campaign is particularly effective during peak seasonal periods: end-of-year holidays, Valentine’s Day, Mother’s Day, sales. Web Push drives traffic at the precise moment the offer goes live.

USE CASE 3, Restock and return of a cult product

The return of an out-of-stock product is one of the most powerful purchase triggers in beauty. The customer wanted to buy it but couldn’t — a well-timed notification can convert that frustration into an immediate purchase.

🔔 La Roche-Posay — Your Anthelios SPF50+ is back! ☀️ The most-requested sunscreen is available again. Limited stock. → Order now →

✅ This mechanic works particularly well for dermo-cosmetic ranges and seasonal bestsellers (sun protection, intensive winter skincare). The sense of urgency is natural and not artificial.

USE CASE 4, Loyalty: routine reminder and repurchase

Beauty is a sector of rituals. A moisturiser runs out in 4 to 6 weeks, a shampoo in 3 weeks, a mascara in 3 months. By configuring an automated scenario triggered after a calculated period since the last purchase, you anticipate the need before your customer thinks of a competitor.

🔔 Bioderma Your Sensibio H2O should be running low soon 💧 Time to restock your micellar water. Delivered in 24 hours. → Renew my routine →

This scenario, paired with a complementary product recommendation (“why not also try our barrier cream?”), is an excellent lever for increasing the average basket value over time.

USE CASE 5, Drive-to-store: bringing customers back in-store

For brands distributed through a physical network — perfumeries, parapharmacies, dedicated spaces — Web Push is a direct drive-to-store tool. It allows you to inform a geolocalised customer about an in-store event, a skincare workshop, a product demonstration or an exclusive in-store offer.

🔔 Clarins Personalised skincare workshop this Saturday in London 🌿 Join us for a free beauty diagnosis in-store. Booking required. → Reserve my spot →

This use case is particularly relevant for brands seeking to enhance the physical experience against the competition of 100% online players. It transforms an anonymous web visitor into an identified in-store customer.

USE CASE 6, Editorial content: tips, trends, tutorials

The beauty consumer is eager for advice and expert content. By regularly sharing in-depth articles (“How to take care of your skin in winter”), tutorial videos or trend features (K-beauty, clean beauty, skinimalism), you position your brand as a reference and generate recurring traffic to your site.

🔔 Yves Rocher 5 essential steps for a successful autumn routine 🍂 Discover how to adapt your skincare to the change of season. → Read the beauty guide →

This type of content maintains an active connection with your subscribers between purchases. It nurtures the relationship without commercial pressure, which builds trust and prepares the next conversion.

Two complementary strategies: acquisition and loyalty

Strategy 1: acquiring new customers

Adrenalead gives beauty brands access to an exclusive network of more than 60 million opt-in internet users. Concretely, your notifications can be delivered to profiles matching your targets — by product affinity, browsing behaviour or geographic area — even if they have never visited your site.

This is a radically different acquisition approach from classic display: no ad fraud, no adblocker possible, a message that appears directly on the user’s screen and redirects to your landing page or product page.

Objective	Web Push targeting	Message format	KPI to track
New collection awareness	Beauty / skincare affinity	Product visual + launch price	CTR, incremental traffic
Competitor conquest	Profiles who clicked on similar brands	Differentiating offer + key argument	CPL, first purchase rate
Geolocalised acquisition	Radius around points of sale	In-store event invitation	Drive-to-store visits
Range expansion	Existing customers of a reference	“Discover also…” + benefit	Cross-sell, average basket

Strategy 2: building loyalty and driving return visits

On your own Web Push subscriber base, there are many loyalty scenarios. The challenge is finding the right rhythm — present enough to stay top of mind, without creating counterproductive marketing pressure.

Best practices in the beauty sector recommend:

• 1 to 2 notifications per week maximum for active subscribers
• Segmenting by routine type (skincare, makeup, haircare) to personalise messages
• Exploiting seasonal peaks: Mother’s Day, Christmas, the September beauty comeback, sun care from May to August
• Offering non-commercial content (advice, tutorials) to maintain the connection between purchases

Ready to activate Web Push for your beauty brand?

Download our sector use case

Use case

Integrating Web Push into your omnichannel strategy

Web Push is not a standalone channel. Its maximum value is expressed when orchestrated alongside the other touchpoints in your customer journey.

The ideal beauty customer journey with Web Push

Journey stage	Primary channel	Web Push role
Discovery	Social media, influencers, SEO	Recapture generated traffic, opt-in from the first visit
Consideration	E-commerce site, product page	Reminder if visitor leaves without buying (< 30 min)
Active loyalty	App, VIP programme	Previews, private sales, event invitations
Drive-to-store	Geolocation, store calendar	Zone-targeted notification, workshop invitation

💡 Adrena’tips: a well-integrated Web Push strategy generates on average 10 to 15% additional recurring traffic on a beauty website, according to Adrenalead data. In a sector where acquisition costs are high, this traffic represents a direct profitability lever.

Web Push vs email: complementary, not competing

The question is not whether to choose email or Web Push, but to define which channel is best suited to each situation. Here is the recommended split for a beauty brand:

Situation	Email	Web Push
Anonymous visitor with no email	❌ Not possible	✅ Ideal
Urgent product launch	✅ If qualified base	✅ To reach all subscribers in real time
Rich monthly newsletter	✅ Long content, visuals	❌ Format too short
Flash sale < 4h	⚠️ Risk of spam folder	✅ Priority, immediate display
In-store event invitation	✅ With CRM geolocation	✅ Real-time geo targeting

Results and ROI in the Health & Beauty sector

Web Push campaigns in the Health & Beauty sector display some of the highest performance across all sectors, driven by consumers’ strong affinity with their brands and the recurring nature of their purchases.

+4% average CTR on Beauty campaigns On the Adrenalead network, Health & Beauty sector

+10% conversion rate Of notification clicks convert to a purchase

10–15% recurring traffic generated Additional traffic on beauty sites with an active push strategy

These results are explained by several factors specific to the sector:

• Subscribers of a beauty brand already have a qualified purchase intent
• Routine products generate a predictable, recurring need
• The non-intrusive Web Push format preserves the premium image of brands
• Possible personalisation (skin type, preferred range, history) increases relevance

An Adrenalead beauty client testimonial sums it up well:

“Adrenalead offers an innovative format that allows us to reach our targets while limiting our carbon footprint. Our partnership has enabled us to establish a new channel for audience acquisition and loyalty through Web Push Notification.” — Natural and organic cosmetics brand, Adrenalead client

Best practices for the beauty sector

Tone & content: speaking beauty

The sector has its own communication codes. Your notifications must reflect your brand identity — whether premium, natural, scientific or inclusive — while remaining short and directly actionable.

Do	Don’t
Use beauty-related emojis (🌸 💧 ✨ 🌿 ☀️)	Overload the message with too many emojis
Mention the hero ingredient or key benefit	Stay generic (“Discover our products”)
Create genuine scarcity (stock, duration)	Fake countdowns or artificial urgency
Personalise based on preferred range	Send the same message to your entire base
Frequency of 1 to 2 notifications / week	Send daily — high risk of unsubscription

Beauty seasonality: the calendar to plan ahead

Period	Web Push opportunity	Message type
January–February	Beauty resolutions, Valentine’s Day	“Start the year with a new routine”
April–May	Sun care launch, Mother’s Day	“Your SPF50+ cream is here — prepare your skin”
June–August	Summer skincare, after-sun hydration	“Your summer essentials are available”
September	Beauty comeback, transitional skincare	“New season, new routine”
October–November	Halloween, Beauty Black Friday	“Your cult products at -20% this weekend”
December	Christmas, gift sets	“The perfect gift for her, available now”

Ready to activate Web Push for your beauty brand?

Download our sector use case

Use case

Adrenalead x Beauty: tailored support

Adrenalead is the leading French platform dedicated to Web Push Notification marketing. Its exclusive network of more than 60 million opt-in subscribers covers the full spectrum of beauty affinities: skincare, makeup, perfumery, wellness, parapharmacy.

For brands in the Health & Beauty sector, Adrenalead offers:

• End-to-end support from technical integration to campaign optimisation
• Qualified audience segments for acquisition
• Automated scenarios adapted to sector challenges (repurchase, drive-to-store, launch)
• Sector benchmarks and KPIs to steer your performance
• A 100% GDPR-compliant format, without third-party cookies, preserving your brand image

Frequently asked questions about using Web Push Notifications in the beauty sector

Is Web Push suitable for a premium beauty brand?

Absolutely. The format is fully customisable to your brand’s visual and editorial codes. Houses like Clarins or premium natural brands use it to communicate with their loyal community.

The important thing is to adapt the tone and frequency to your positioning. A luxury brand will favour a maximum of one notification per week, with very carefully crafted content — an exclusive launch, a seasonal treatment, an event invitation — rather than a sustained promotional cadence that would degrade brand perception.

How long does it take to see results with beauty Web Push?

First conversions are visible within the first 48 hours for visitor recovery campaigns, such as abandoned cart re-engagement and retargeting of viewed product pages.

For loyalty, the first measurable effects on repurchase rates generally appear after 4 to 6 weeks of active campaign. This is the time needed for a sufficient subscriber base to be built up and for automated sequences (welcome push, periodic re-engagements) to begin producing a cumulative effect.

Can Web Push replace beauty email marketing?

No, it complements it. The two channels are complementary and cover distinct uses throughout the customer lifecycle:

• Email remains essential for rich content: newsletters with visuals, seasonal lookbooks, detailed CRM communications, loyalty programmes.
• Web Push is more effective for urgent messages, real-time triggers (cart abandonment, back in stock, flash offers) and profiles without a known email address — a segment that is often otherwise inaccessible.

Used together, both channels maximise your audience coverage and multiply touchpoints at every stage of the purchase journey.

How do you measure the ROI of a beauty Web Push campaign?

Four key indicators should be tracked as a priority:

• CTR (click-through rate): measures the attractiveness of the message and the relevance of the send timing.
• Post-click conversion rate: the share of clickers who completed the desired action (purchase, registration, content consultation).
• Incremental revenue: revenue generated directly attributable to push campaigns, isolated from organic traffic.
• Cost per acquisition: to assess the profitability of the channel compared to other activation levers.

Adrenalead provides a detailed dashboard integrating all of these metrics, segmented by campaign and audience segment, for continuous monitoring and optimisation.

Does Web Push work as well on mobile as on desktop in the beauty sector?

Yes, with display modes adapted to each environment:

• Desktop: the notification appears in the bottom right corner of the screen, highly visible during browsing.
• Mobile: notifications appear directly on the lock screen, guaranteeing maximum visibility even outside of active browsing.

In the beauty sector, where mobile traffic accounts for 93 to 94% of visits, mobile optimisation is particularly critical. Adrenalead manages this parameter natively, with no additional configuration required on your end.

Web Push Notification: the missing link in beauty omnichannel

The beauty sector has all the assets needed to make Web Push Notification one of its highest-performing channels: a strong emotional relationship with brands, recurring purchase cycles, high mobile affinity and priority loyalty challenges.

It answers a question every brand in the sector asks itself: how do you continue to exist in the lives of your customers between two purchases, without spending on acquisition, without going through social media algorithms, without waiting for them to open an email?

The answer is on their screen. In real time.

Sources

Source: Xerfi, The beauty market in France 2024
Source: Go-Sidely, Beauty market: growth, challenges & strategies
Source: Culture Régie, Sephora’s marketing strategy decoded
Source: Républik Retail, Sephora and mobile omnichannel
Source: E-Marketing, Customer experience: cosmetics players reinventing themselves
Source: Adrenalead, Health & Beauty Use Case
Source: ABCG Formation, Cosmetics market trends 2025