ATTACHMENT DETAILS Ulta-Beautys-Skincare-Routine-Quiz-A-Personalized-Marketing-Case-Study

Ulta Beauty’s “Skincare Routine Quiz”: A Personalized Marketing Case Study

In today’s skincare market, brands want new ways to connect with customers. They want to understand their customers’ needs and concerns to offer the right products for their skin types. And what could be better than using quizzes to do that? One of the brands leading the way in this trend is Ulta Beauty with their “Skincare Routine Quiz.” It helps users to identify their skin type, concerns, and preferences to create a personalized skincare routine. 

Curious to know how Ulta Beauty created a successful marketing funnel with a skincare quiz? In this blog, we are going to reveal how this quiz works and what strategy did the brand follow. If you want to create such quizzes for yourself, we’ll also show a no-code step-by-step process for that. So keep reading to find out more!

The Concept Behind the Skincare Quiz

The concept behind creating Ulta Beauty’s “Skin Care Quiz” is rooted in the understanding that everyone’s skin is unique, with different types, concerns, and goals. The traditional approach of browsing through endless product options can be overwhelming, often leading to frustration, wasted money, and dissatisfaction.

Ulta recognized that no right skincare product is not a one-size-fits-all solution. What works for one person may not necessarily work for another, even if they share similar skin types or concerns. This realization prompted the creation of a personalized and tailored approach to skincare recommendations.

How Does the Ulta Quiz Work  

Ulta Beauty’s “Skin Care Quiz” is a neat little tool that helps users find the perfect skincare products for their unique skin needs. Instead of overwhelming the users with a plethora of options, the quiz guides users step-by-step to discover what’s best for them.

  • First, it asks to choose if they want to shop by their main skin concerns (like oily skin or acne), the specific products they’re looking for (cleanser, moisturizer, etc.), or if they want to take an in-depth skin analysis.
Ulta quiz
  • If they select concerns or product types, it will ask them some follow-up questions to better understand their skin. This includes understanding issues like large pores, dryness, aging, etc. It really digs into the details of their skin’s needs.
Question of Ulta Quiz
  • As users answer each question, the quiz tailors its recommendations just for them. So, if they’re looking for a face wash to control oil, it will suggest cleansers perfect for oily complexions. Need a hydrating moisturizer that won’t clog pores? It suggests accordingly.
recommendation page of Ulta quiz

Why Is the Quiz a Huge Success

Ulta Beauty is a brand loved by many. Their website gets over 45 million visitors each month and that speaks a lot about their popularity. Moreover, 35% of that traffic comes by searching about skincare. 

Ulta traffic statistics

Capitalizing on this, Ulta came up with this Skincare Quiz. And it emerged as a huge success, changing how customers approach their skincare journey. This innovative tool has struck a chord with beauty enthusiasts, offering a seamless and personalized experience that simplifies the often overwhelming world of skincare products.

Personalized Recommendations

The quiz’s triumph lies in its ability to eliminate the guesswork by providing tailored product recommendations based on each individual’s unique skin type, concerns, and preferences. 

Customers no longer have to navigate a sea of options, unsure which products will work best for their specific needs. This personalized approach increases customer satisfaction and confidence in their purchases, fostering a sense of trust and loyalty toward the brand.

Convenient and Accessible

One of the key factors contributing to the quiz’s success is its convenient and accessible nature. It offers an effortless way to receive expert-level advice without needing an expensive consultation or in-person visit. 

Customers can access this valuable resource from the comfort of their homes, making it a convenient and accessible solution. No more overwhelming store visits or endless online browsing; the quiz streamlines the process, saving time and effort.

Increased Conversions and Order Values

The personalized recommendations provided by the quiz directly impact Ulta Beauty’s bottom line. When customers receive product recommendations tailored to their skin’s needs, they are more likely to purchase, leading to higher conversion rates

The personalized nature of the recommendations encourages customers to explore and purchase multiple products, resulting in higher order values for Ulta Beauty. By providing a curated selection of products, the quiz reduces the risk of customers abandoning their carts due to indecision or confusion.

Comprehensive Product Selection

Ulta Beauty’s extensive inventory of over 25,000 products ensures that there is something for everyone, regardless of their specific concerns or preferences. The quiz helps customers narrow skincare options based on concerns, desired product types, and price range. It also considers personal preferences like cruelty-free, vegan, oil-free, all-natural, and gluten-free.

This level of customization and inclusivity caters to a diverse range of customers, further contributing to the quiz’s success. Ulta Beauty’s Skincare Routine Quiz addresses the pain points of skincare shopping and offers a personalized and effective solution. It has cemented its status as a game-changer in the beauty industry, simultaneously driving customer satisfaction and sales success.

Who Is This Quiz For 

There are several businesses that can benefit from such quizzes. They can create a better customer experience by providing better suggestions and increasing customer satisfaction. Here are a few examples of businesses that can use this quiz: 

  • Dermatologists and Estheticians: Skincare professionals can utilize the quiz as a pre-consultation tool to gather insights into their clients’ skin concerns, preferences, and goals. This can streamline the consultation process, allowing them to provide more targeted and effective treatment plans.
  • Influencers and Beauty Bloggers: Social media influencers and beauty bloggers can incorporate the quiz into their content strategy, offering their followers a personalized skin care experience. This can increase engagement, build trust, and potentially open new revenue streams through sponsored partnerships or affiliate marketing.
  • Beauty Subscription Services: Companies that offer beauty subscription boxes can use the quiz to curate personalized product selections for their subscribers. This tailored approach can increase customer satisfaction, reduce churn, and differentiate their service from competitors.
  • Spas and Wellness Centers: Businesses that offer skincare treatments and services can integrate the quiz into their customer experience. By understanding each client’s unique skin needs, they can recommend tailored treatments and product recommendations. This can enhance the overall experience and potential for repeat business.
  • Corporate Wellness Programs: Companies prioritizing employee wellness can offer the skincare quiz as part of their wellness initiatives. This can promote self-care, boost morale, and position the company as an attractive employer in the competitive job market.

What if you don’t lie in the above categories?

Even if you don’t have a similar business, you can still benefit from such quizzes. If you have an ecommerce store with a range of products to offer, you can build a product recommendation quiz and boost your conversions!

Now, the question is, how do you create such quizzes? Well, Outgrow solves this problem. Outgrow is a no-code tool that allows you to easily create interactive quizzes, chatbots, calculators, surveys, and assessments without any coding knowledge. 

With its user-friendly interface and drag-and-drop editor, anyone can create engaging content in a matter of minutes. Outgrow offers various templates for different industries. This includes e-commerce, education, finance, healthcare, and more. You can also customize the design and branding to match your brand’s identity.

How to Build Your Quiz With Outgrow

Here are all the steps you can follow to build your quiz with Outgrow:

1. Sign Up for Outgrow

First, sign up for a free Outgrow account to access the quiz builder. Select ‘Outcome Quiz’ from the list of interactive content types.

2. Pick a Template 

Choose a clean, skincare-focused template or design layout. Ulta’s quiz has a simple, modern aesthetic.

Outgrow template for quiz

3. Import Product Catalog into Outgrow

Import your skincare product catalog into Outgrow. You can do this via integrations for platforms like Shopify, manually via Excel, or by entering products one by one.

Import Product Catalog into Outgrow

4. Work on Designing 

Customize the overall design to match your brand’s look and feel, similar to how Ulta uses its signature colors, fonts, and minimal styling.

Work on Designing 

5. Set the Welcome Screen 

Set up the welcome screen with a friendly, engaging message about finding the perfect skincare routine, like Ulta’s “Reveal your skin.”

Set the Welcome Screen

6. Add Questions 

Add questions aimed at identifying the user’s skin type, top concerns, and preferences. Ulta asks about oiliness, dryness, sensitivities, anti-aging needs, etc. Structure questions in a logical flow, starting with high-level skin type and then zeroing in on specific issues and needs, as Ulta does.

7. Configure Lead Form

Configure the lead form by setting its position, adding fields (name, email, phone number), enabling field validations, and configuring lead enrichment and de-duplication settings. Customize the lead form’s design, layout, and submission delay if you plan to place it mid-quiz.

Configure Lead Form on Outgrow

8. Set Up Outcomes

Set up the outcomes by adding outcome headings, descriptions, media (images, videos, charts), and primary/secondary CTA buttons. Configure outcome page settings like overall heading/subheading, CTA button actions, number of displayed outcomes, and social share buttons. Customize the outcome page’s design.

Set Up Outcomes

9. Map Your Suggestions 

Map your product recommendations to the outcomes, showcasing the products best suited for that skin profile.

Now, to configure Advanced Mapping, toggle on the Advanced Mapping settings. As soon as you enable the advanced mapping, you can set a score weightage of each option with a score increase or decrease option. 

Map Your Suggestions on Outgrow

Once you assign the point weightage, save the changes by clicking on map outcomes.    

Advanced mapping on Outgrow

If you need to adjust the score weightings assigned to the answer options, you can easily reconfigure them by clicking the “Reset” icon in the Advanced Mapping section.

Advanced mapping

10. Make it Live 

Publish and market your skincare quiz through channels like Ulta does on their website, emails, ads, etc.


In the crowded world of skincare, delivering a personalized experience is everything. That’s why Ulta Beauty’s “Skincare Routine Quiz” is such a genius move.

By investing in an exceptional personalized quiz experience, you can help your customers cut through the clutter and find the products perfectly tailored to their needs. The best part is that you can do all these things without going deep into coding or design. 

Choose a one-stop solution like Outgrow and create quizzes, surveys, calculators, chatbots, and more. And this will quickly change how your customers interact with your brand. We promise! 

So why wait? Start your 7-day free trial today and elevate your skincare game with an interactive quiz.

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