Essential Derma: Spread out Skincare Passion with Social Proof
By Catherine Wilson
Jul 4, 2022
Skincare can be more affordable, while still delivering the best results. That's what Essential Derma is striving to provide its customers from day one. We have the chance to interview Catherine from Essential Derma and hear their story about how Essential Derma started and how the brand is leveraging social proof to gain trust and boost sales.
A desire for affordable home-based skincare
I started Essential Derma because of my passion for skincare. I've always been interested in the skin and got hooked from a very young age. One thing that specifically caught my interest was using beauty tools that can naturally stimulate the skin to grow more healthily.
I noticed that the professional treatments I'd received in clinics seemed very simple but very expensive. I knew there had to be a way for people to do the same treatment themselves at home safely.
That's when I decided to start Essential Derma and specialise in beauty tools such as micro-needling derma rollers.
Essential Derma is a skincare company specialising in derma rollers that help people improve their skin naturally and safely from home. Derma rollers are great for anti-ageing, acne scarring, stretch marks, body scarring, pigmentation issues and lack of hair growth on the scalp, eyebrows or beard area (for men).
In the beginning, 90% of our customers were women, but as time goes on, we're noticing more and more men looking to improve their skin. So one day, we get an 18-year-old female looking to remove her acne scarring and the next day, we get a 55-year-old person wanting to smooth out their wrinkles or other signs of ageing.
Our company prides itself on its customer service, and we work one-on-one with all of our customers to ensure they get the best results possible. We don't want to be a company that just sells skincare products. We want to be a company that makes sure people get excellent results.
All of our customers can reach out to us at any time for a derma rolling schedule customised for their skin. If the results slow down, we can make adjustments to ensure the skin keeps progressing. On top of this, we have a 100% money-back guarantee if our customers have followed our advice but don't get any results.
Looking for an all-in-one review solution
We have used several reviews capturing software for our business over the years. While some were good and some were bad, we found Judge.me to be the best overall. Of course, we would have preferred to stick with one option, but sometimes it takes time to realise that a solution isn't suited for you. We've been with Judge.me for multiple years now, and it is by far our favourite app in the Shopify app store across all categories.
One challenge we had when choosing software for our business was that we wanted something that could not only do everything but also offer a reasonable price. Some of the big established companies started at a low price but then became far too expensive if you wanted features such as Google Rich Snippets or Google Shopping Integration. We love that Judge.me has almost all the features you need for free and then the option to upgrade to get the remaining features you may need is at an excellent price.
Landed on Judge.me, and reaped benefits from a variety of features
Create customized questions with Custom Forms
When it comes to the details within our reviews, we have chosen to customise the review form using the Custom Forms feature. This has allowed us to capture not only the star rating and review text but also more information about the customers, such as their age bracket and skin goal.
Show various reviewer's details
Our products are suitable for many different types of people, so showing the reviewers' demographics helps our customers see that a specific product will also be ideal for them.
We also like to include the reviewer's city, country and country flag in their review. Our main customer base is in Australia, but we use a .com domain name instead of a .com.au. By having local city names in the reviews automatically, our customers can see similar customers in their area and know that they are not shopping with an international business that may have slower shipping times.
Collect review photos and videos
Another feature we love is getting user photos or videos that can be attached to the review. We've set things up so that our customers can add a photo as they write their reviews. In addition, what we find to be the most successful is having a follow-up email to remind people to add a photo to their review.
From experience, we find that it takes customers a lot of effort to add photos to their reviews. So, sending an automatic photo reminder email at a later date dramatically increases the chances of getting the content. In addition, we often incentivise people with coupons or special deals if they add photos to their reviews.
Sync reviewer's data with Klaviyo and send follow-up campaigns
One thing we 100% recommend is integrating Judge.me with your email software. We use Klaviyo and find that this combination brings us the best results. While we can incentivise our customers directly in Judge.me, we choose to do it using Klaviyo emails as we can customise things at a more granular level.
For example: When a customer leaves a review, it triggers our review flow in Klaviyo. From here, the system checks whether the review is positive or negative, and then sends the appropriate email. If the review is positive, we send a thank-you email with a coupon. If the review is negative, we also say thank you but frame the content differently to see if we can resolve the customer's problems and perhaps convert them to a 5-star reviewer.
