10 Marketing Personalization Strategies For Skincare and Beauty Brands for GLP-1 Effects

GLP-1 medications like Ozempic, Wegovy, and Mounjaro have created an entirely new consumer segment—one that 63% of aesthetic providers say represents first-time aesthetics users according to McKinsey research. With 23% of U.S. households now including GLP-1 users, skincare and beauty brands have an unprecedented opportunity to identify visitors experiencing specific skin concerns and deliver personalized solutions.

Key Takeaways

• Nearly half of GLP-1 users experience noticeable facial changes within 3-6 months, creating urgent demand for targeted skincare solutions
• The "4 D's" framework—Deflation, Dehydration, Deep wrinkles, and Density loss—organizes the specific skin concerns GLP-1 users face
• GLP-1 users spend 122% more on fitness, 63% more on aesthetics, and 59% more on nutrition than non-users
• Companies excelling at personalization see significantly higher revenue than competitors
• First-party data collection and cross-device identity resolution are essential for reaching this high-value, multi-touchpoint consumer segment
• The personalized skincare market is projected to reach $66.59 billion by 2034

Understanding the GLP-1 Consumer: New Needs and Skincare Revisions

GLP-1 receptor agonists induce rapid weight loss—averaging 15-22% of body weight—that creates distinct dermatological concerns. Research published in Skin Appendage Disorders found that 6.08% of all FDA-reported GLP-1 adverse effects are dermatologic, though actual prevalence is likely higher due to underreporting.

The "4 D's" Framework

Beauty brands must understand the specific skin concerns GLP-1 users face:

• Deflation: Facial volume loss creating a hollowed appearance
• Dehydration: Reduced moisture retention and compromised barrier function
• Deep wrinkles: Accelerated fine line formation
• Density loss: Compromised skin structural integrity

According to Dr. Steven Dayan, board-certified plastic surgeon, "We think GLP-1s may shut down the ability for stem cells in dermal white adipose tissue, a thin layer of fat beneath the skin, to signal fibroblasts to produce collagen and elastin."

A High-Value Consumer Segment

Piper Sandler research reveals that mature GLP-1 users (over 3 months usage) demonstrate exceptional spending patterns:

• 122% more on fitness activities
• 63% more on medspa services
• 59% more on nutrition products

This demographic skews toward Millennials and Gen X (ages 35-55), 70% female, with household incomes above $75K.

1) Leveraging First-Party Data Collection for Personalization

The personalized skincare market was valued at $30.59 billion in 2024 and projected to reach $66.59 billion by 2034, with AI and machine learning analysis holding 40% market share. Building a robust first-party data strategy is essential for capturing this opportunity.

Why This Works

First-party data—information collected directly from your customers—enables personalization based on actual behavior rather than assumptions. Unlike third-party data, you control the quality, accuracy, and application. For GLP-1 consumers researching specific solutions, this targeted approach delivers relevant content exactly when needed.

Consent-Based Collection Methods

• Skin concern quizzes that identify GLP-1-related issues
• Preference centers allowing customers to self-identify concerns
• Purchase history analysis to detect patterns indicating GLP-1 use
• Browsing behavior tracking for terms like "skin laxity" or "facial volume loss"

Platforms like Opensend Connect help identify high-intent visitors and capture their data to build robust first-party profiles, achieving a 73% USA shopper match rate from 180M networked shoppers.

Opensend Integration

Opensend Connect identifies 25-35% of anonymous visitors in real time, capturing high-intent browsers before they leave. The platform integrates seamlessly with Klaviyo, Iterable, and Omnisend for immediate activation.

Tools You'll Need: Visitor identification platform, email service provider, preference center
Expected ROI: 5x more email captures than traditional methods

2) Dynamic Website Personalization for GLP-1 Shoppers

71% of consumers now expect personalized interactions from brands according to market research. For GLP-1 shoppers researching solutions for their specific concerns, generic website experiences fall short.

Why Personalization Matters

GLP-1 users arrive at your site with specific concerns—facial volume loss, dehydration, or wrinkle acceleration. Showing them generic anti-aging content wastes their time and your opportunity. Dynamic personalization matches content to their demonstrated interests.

Personalization Tactics That Work

• Concern-specific landing pages addressing each of the "4 D's"
• Dynamic product recommendations based on browsing behavior
• Real-time content adjustments for returning visitors
• Relevant testimonials from customers with similar concerns

Behavior-driven optimization significantly improves engagement. Retailers repositioning CTAs based on heatmap data have seen click increases around 50%.

Opensend Integration

Opensend Connect captures visitor behavior in real time, enabling you to trigger personalized experiences based on which concerns they research. Integration with your CMS allows dynamic content swaps.

Tools You'll Need: Website personalization platform, behavioral tracking, CMS integration
Expected ROI: 30-50% improvement in engagement metrics

3) Email Marketing Automation: Nurturing GLP-1 Customer Journeys

Email remains one of the most effective channels for nurturing high-consideration skincare purchases. The key is delivering relevant content based on where customers are in their GLP-1 journey.

Why Automated Journeys Work

GLP-1 consumers research extensively before purchasing. Automated email sequences deliver educational content over time, building trust and positioning your products as solutions. Unlike one-time campaigns, journeys adapt to individual behaviors.

Automated Sequences for GLP-1 Consumers

• Welcome series educating new subscribers about skin changes during weight loss
• Abandoned cart recovery with concern-specific messaging
• Post-purchase follow-up with usage tips and complementary products
• Re-engagement campaigns for lapsed customers

Effective email segmentation ensures messages address specific concerns. Someone researching "Ozempic face" solutions needs different content than someone looking for general hydration products.

Opensend Integration

Opensend Connect feeds identified visitors directly into your email platform, triggering automated journeys based on their browsing behavior and demonstrated concerns.

Tools You'll Need: Email automation platform, segmentation capabilities, behavioral triggers
Expected ROI: 3-5x higher conversion than batch campaigns

4) Cross-Device Identity Resolution for Seamless Experiences

GLP-1 consumers research extensively across multiple devices before purchasing. A typical journey includes social media awareness, mobile research during work hours, desktop deep-dives into clinical studies, and return visits across multiple sessions.

Why Unified Identity Matters

Without cross-device tracking, brands cannot deliver consistent messaging across touchpoints, accurately measure which interactions drive conversions, build complete customer profiles for personalization, or attribute value to early-funnel content. Each device appears as a separate visitor, fragmenting your understanding.

Building Unified Profiles

Cross-device identity resolution creates a single customer view by connecting activity across phones, tablets, and computers. This unified profile reveals the complete research and purchase journey, enabling truly personalized experiences regardless of which device the customer uses.

Opensend Integration

Opensend Reconnect unifies fragmented consumer identities across devices using a proprietary identity graph, enabling personalized marketing flows and activating more abandonment sequences.

Tools You'll Need: Identity resolution platform, cross-device tracking, unified customer profiles
Expected ROI: 20-40% improvement in attribution accuracy

5) Targeted Retargeting Campaigns for High-Intent Audiences

The number of GLP-1 patients seeking cosmetic care increased from 95 per provider in 2023 to 225 in 2024—a 137% year-over-year increase. Capturing this demand requires precision targeting.

Why Retargeting Works

Visitors who browse your GLP-1-specific content have demonstrated clear intent. Retargeting keeps your solutions top-of-mind as they continue researching. These warm audiences convert at 3-5x higher rates than cold prospecting while costing 60-80% less.

Retargeting Strategies by Concern

• Deflation-focused ads featuring volumizing products for visitors who viewed facial contouring content
• Hydration campaigns for those who browsed moisture barrier products
• Clinical credibility messaging for research-oriented visitors who spent time on ingredient pages

Opensend Personas builds ad-ready customer cohorts from purchase behavior, enabling brands to create lookalike audiences and custom segments for Google and Meta campaigns.

Opensend Integration

Opensend Personas creates AI-powered cohorts based on real behavior, with seamless integration to Google and Meta for immediate retargeting activation.

Tools You'll Need: Ad platforms, customer segmentation, pixel tracking
Expected ROI: 50-70% reduction in customer acquisition costs

6) AI-Powered Segmentation and Persona Development

AI and machine learning hold 40% market share in personalized skincare technology. These tools enable segmentation beyond simple demographics.

Why AI Segmentation Outperforms Manual Methods

AI analyzes thousands of behavioral signals simultaneously—browsing patterns, engagement timing, content preferences, purchase history—to identify meaningful segments humans would miss. This creates hyper-targeted cohorts that respond to specific messaging.

GLP-1 Consumer Personas

Consumer research identifies distinct GLP-1 personas:

• "Health Hacker Holly": Data-driven, bio-optimization focused
• "Remedy Reacher Ron": Managing chronic conditions, views products as medicine
• "Glow Getter Gail": Transformation-minded, lifestyle-focused

Each persona requires different messaging approaches. Holly wants clinical data; Gail responds to aspirational imagery.

Opensend Integration

Opensend Personas uses AI to automatically create and update customer segments based on real-time behavior, enriching profiles with demographic and lifestyle data for precision targeting.

Tools You'll Need: AI segmentation platform, behavioral data, CRM integration
Expected ROI: 25-50% improvement in campaign performance

7) Re-Engaging Lost Customers with Updated Contact Data

Email lists decay at approximately 28% annually, causing loss of contact with valuable GLP-1 customers whose information changes. This is particularly problematic for a consumer segment that may be months into their weight loss journey before skin concerns emerge.

Why Data Decay Hurts GLP-1 Marketing

GLP-1 consumers often don't experience significant skin concerns until 3-6 months into treatment. If their email address bounces during this window, you lose the opportunity to engage them exactly when they need solutions most. The cost of reacquiring these customers far exceeds retention costs.

Data Hygiene Strategies

• Replace bounced emails with active addresses for the same users
• Identify at-risk customers through engagement scoring
• Launch win-back campaigns with updated messaging
• Refresh consent for inactive subscribers

Opensend Revive automatically replaces bounced emails with active addresses, restoring lost connections and preventing churn before it happens.

Opensend Integration

Opensend Revive automatically syncs updated email addresses to your ESP, maintaining continuous contact with customers as their information changes.

Tools You'll Need: Email revitalization platform, ESP integration, bounce monitoring
Expected ROI: 10-25% recovery of lost contacts

8) Personalized Loyalty Programs and Community Building

With 60% of GLP-1 users reporting reduced overall aesthetics spending due to medication costs, loyalty programs that reward consistent engagement become crucial for customer retention.

Why Loyalty Matters for GLP-1 Consumers

GLP-1 users face ongoing skin concerns that require continuous product use. Loyalty programs transform one-time buyers into long-term customers by rewarding repeat purchases and engagement. This is especially valuable given the high lifetime value of this segment.

Loyalty Program Elements

• Tiered rewards based on purchase frequency and engagement
• Exclusive early access to new GLP-1-specific formulations
• Educational content reserved for members
• Community forums where users can share experiences

Building community creates emotional connection beyond transactions—essential for a consumer segment experiencing significant personal transformation.

Opensend Integration

Opensend Personas identifies high-value customers automatically, enabling you to trigger VIP invitations and tier upgrades based on behavior and purchase patterns.

Tools You'll Need: Loyalty platform, community software, tiered rewards system
Expected ROI: 30-50% increase in customer lifetime value

9) Ensuring Data Security and Compliance in Personalized Marketing

Marketing to consumers based on medication use requires careful handling. While GLP-1 users aren't in a clinical care context, health-adjacent data demands robust protection.

Why Compliance Matters

Data breaches damage brand trust irreparably. GLP-1 users share sensitive information about their health journey—weight loss, medication use, self-image concerns. Brands must protect this data with the same rigor as healthcare providers.

Compliance Requirements

• CAN-SPAM: All email marketing must include opt-out mechanisms
• CCPA: California consumers have rights to know what data is collected and request deletion
• End-to-end encryption: Mandatory for protecting personal information

Opensend complies with all U.S. laws including CAN-SPAM and CCPA, partnering with thousands of sites where users consent to partner marketing. Protected by end-to-end encryption and sophisticated security protocols, customer data remains secure.

Opensend Integration

Opensend maintains 100% legal compliance with consent-based data collection, end-to-end encryption, and transparent privacy practices across all products.

Tools You'll Need: Compliant data platform, encryption, consent management
Expected ROI: Risk mitigation and brand trust preservation

10) Optimizing Measurement and Attribution for GLP-1 Campaigns

Understanding which touchpoints drive conversions enables smarter budget allocation. GLP-1 consumers interact with brands across multiple channels over weeks or months before purchasing.

Why Attribution Matters

Without proper attribution, brands over-invest in last-click channels while undervaluing awareness and consideration touchpoints. A customer might discover your brand through organic content, research on mobile, compare options on desktop, and finally purchase after an email reminder. Each touchpoint plays a role.

Key Metrics to Track

Email performance:

• Open rates and click-through rates by segment
• Revenue per email subscriber
• List growth rate from visitor identification

Conversion metrics:

• Visitor-to-lead conversion rate
• Lead-to-customer conversion rate
• Average order value by traffic source

Customer lifetime value:

• Repeat purchase rate
• Time between purchases
• Upsell success rate

Opensend Integration

Opensend provides comprehensive tracking across all touchpoints, enabling multi-touch attribution and accurate ROI measurement for your GLP-1 marketing investments.

Tools You'll Need: Attribution platform, analytics integration, multi-touch tracking
Expected ROI: 15-30% improvement in marketing efficiency

Why Opensend Is Essential for GLP-1 Skincare Marketing Success

Opensend provides the technology infrastructure skincare brands need to capture the GLP-1 opportunity. Processing 7 billion+ events daily from over 100,000 U.S.-based sites, Opensend identifies high-intent visitors before they leave your site.

Opensend Product Suite for Beauty Brands

Connect: Captures 5x more emails than traditional methods by identifying anonymous visitors in real-time

Reconnect: Unifies fragmented consumer identities across devices for seamless customer experiences

Revive: Replaces bounced emails with active addresses automatically

Personas: Creates AI-powered customer cohorts for precision targeting

Seamless Integration

Opensend integrates with leading platforms including Shopify, Klaviyo, and major advertising platforms—enabling deployment in under 5 minutes without infrastructure overhaul.

Ready to capture the GLP-1 skincare opportunity? Check Opensend's pricing and success stories to see what's possible for your brand.

Frequently Asked Questions

How can I identify GLP-1 users as a distinct marketing segment for my skincare brand?

Look for behavioral signals like searches for "Ozempic face," "skin laxity after weight loss," or "facial volume loss." Use skin concern quizzes that include questions about recent weight changes. Platforms like Opensend Connect can identify high-intent visitors researching these topics and capture their information for targeted follow-up.

What specific skin concerns should beauty brands address for customers experiencing GLP-1 effects?

Focus on the "4 D's" framework: Deflation (facial volume loss), Dehydration (moisture barrier issues), Deep wrinkles (accelerated fine lines), and Density loss (compromised skin structure). Products featuring peptides, retinoids, hyaluronic acid, and barrier-repair ingredients address these specific concerns.

How does first-party data help personalize product recommendations more effectively?

First-party data—collected directly from your customers through quizzes, purchase history, and browsing behavior—enables recommendations based on individual concerns rather than broad demographic assumptions. This is especially important for GLP-1 users, whose needs vary significantly based on their stage of weight loss and specific skin responses.

What are the key benefits of using AI for customer segmentation in the beauty industry?

AI enables segmentation beyond demographics to include behavioral patterns, purchase timing, and content engagement. For GLP-1 skincare, AI can identify customers at different stages of their journey—from early prevention to active concern treatment—and deliver appropriate messaging to each segment.

How can I ensure my marketing personalization strategies comply with data privacy regulations?

Use consent-based data collection methods, provide clear privacy notices, honor opt-out requests promptly, and partner with compliant technology providers. Opensend complies with CAN-SPAM and CCPA, using end-to-end encryption and partnering only with sites where users consent to partner marketing.