Lean Marketing

Before (Prospect)

1. My Target Market

Primary Target Market Summary

Women in Salta, 18–35, skincare-curious and quality-led, seeking trusted product matches that reduce guesswork and wasted spend.

Audience Type

B2C
Women in Salta exploring skincare for acne, sensitivity, oil control, dryness, glow, and early prevention.
First-time Korean skincare buyers wanting expert guidance and simple routines.
Shoppers outside Buenos Aires seeking access to reputable Korean skincare brands locally.

Needs – Primary Buying Considerations

Products matched to real skin needs, not trends or self-diagnosis.
Confidence that purchases will work for their skin type and concerns.
Affordable routines with clear value and minimal wasted money.
Simple, personalized guidance without overwhelming multi-step routines.
Access to trusted Korean brands not easily found in interior Argentina.
Ongoing support after purchase through WhatsApp follow-up.

Demographics

Age Range: 18–35
Gender: Primarily women
Geography: Salta city and nearby areas in Salta Province, Argentina
Income Level: Lower-middle to middle income; budget-conscious but willing to pay for quality
Profession: Students, young professionals, retail workers, service employees, and early-career office staff

Psychographics

Lifestyle: Social, appearance-aware, mobile-first, influenced by beauty content and peer recommendations
What they value: Personalization, visible results, authenticity, convenience, and smart spending
Pain Points: Buying wrong products, irritation, inconsistent results, limited local options, and confusion from online advice
Buying Behavior: Researches on Instagram and WhatsApp, visits stores for reassurance, buys entry-priced products first
Buying Behavior: More likely to purchase after expert validation like a skin scan and a simple routine recommendation

2. My Message to My Target Audience

Refined Elevator Pitch

DARI provides women in Salta with Korean skincare that fits their skin through pro skin scans, so they can buy with confidence.

Understanding Their Pain Points

Skincare shopping feels like guesswork
They want better skin, but don't know what actually suits them
They waste money on products that don't deliver
Generic routines leave them frustrated and inconsistent
Great Korean skincare feels hard to access outside Buenos Aires

Transformation

Get a routine matched to their real skin needs
Feel confident buying products that make sense for them
See clearer, healthier-looking skin with less trial and error
Save money by avoiding products that don't fit
Enjoy a simple routine that feels easy to stick to

Unique Selling Proposition (USP)

Free professional Korean skin scan before any recommendation
Recommendations are based on skin data, not trends or guesses
Access to curated Korean brands rare in Argentina's interior
Personalized routines built from scan results
WhatsApp follow-up helps customers stay on track

Brand Values & One-Liners

No guessing. Just skincare that fits.
The routine Korea perfected. We simplified it for you.
Scan first. Buy smarter.
Better skin starts with the right match.
Stop experimenting. Start understanding your skin.

Tone

Smart, warm, and clear. DARI should feel expert but approachable, making customers feel seen and sure.

Hero Text Idea

Flag Text: Salta skincare made personal
Main Headline: Find the Korean skincare your skin actually needs.
Sub Headline: Get a free professional skin scan in-store. Leave with a routine built for your skin, not guesswork.
CTA: Book your free skin scan

3. The Media I Will Use to Reach my Target Market

Website

Build on Shopify Basic for products, booking, and simple inventory
Use a mobile-first theme; audience discovers brands on Instagram and WhatsApp
Hero CTA: Book your free skin scan in Salta
Add WhatsApp click button on every page
Create landing page for acne, sensitivity, oiliness, dryness, glow
Add before and after policy-safe testimonials after first 20 customers
Track WhatsApp clicks, scan bookings, directions taps, product page views
Track add to cart, checkout start, purchase, repeat purchase
Add Google Maps, store hours, parking, and scan process FAQs
Offer scan booking via Calendly or Shopify booking app

Social Media

Focus on Instagram first; strongest beauty discovery channel for women 18–35
Use TikTok second for short educational skincare videos
Use WhatsApp Business for follow-up, reminders, and reorder support
Post Instagram Reels 4x weekly showing scan, routine tips, myth busting
Post Stories daily with polls, Q and A, stock drops, scan slots
Post carousels 2x weekly on skin concerns and routine basics
Share UGC 2x weekly from customers and in-store scan moments
Create Highlights: Skin Scan, Acne, Sensitive, Routine, FAQ, Reviews
Reply to DMs within 2 hours during store hours
Use creator-style videos with staff as the face of the brand
Geo-tag Salta and nearby zones on every post

Paid Advertising

Run Meta local awareness ads within Salta city and nearby areas
Objective: skin scan bookings, WhatsApp messages, store visits
Test click to WhatsApp ads with free scan offer
Retarget Instagram engagers with scan booking creatives
Run Google Search for korean skincare Salta and skin analysis Salta
Bid on acne routine Salta, skincare routine Salta, facial scan Salta
Use Google Business Profile ads once profile is active
Allocate 70 percent Meta, 20 percent Google, 10 percent creator whitelisting
Start with 3 creative angles: stop guessing, free scan, K beauty in Salta
Exclude men initially unless buying gift campaigns near holidays

Content Recommendations

What your skin scan can reveal before you buy anything
Acne or irritation: why the wrong routine wastes money
3 beginner Korean skincare steps for busy women in Salta
Oily skin myths that make breakouts worse
Sensitive skin signs you should not ignore
How to build a routine under your budget
What makes Korean skincare different from trend products
Why skin changes with stress, weather, and hormones
The best first product after your skin scan
What to expect during your free in-store scan

SEO and Content

Create Google Business Profile before paid ads launch
Add categories: skin care clinic, beauty supply store, cosmetics store
Ask every buyer for a Google review mentioning scan and skin concern
Target keywords: skincare Salta, korean skincare Salta, acne skincare Salta
Target keywords: skin analysis Salta, facial skin scan Salta
Publish 2 blog posts monthly tied to local search intent
Create location pages for Salta Centro and nearby neighborhoods if relevant
Add FAQ schema for scan, routines, brands, and pricing
Submit site to Google Search Console and Bing Webmaster Tools

Directories

Create and optimize Google Business Profile listing
List on Instagram Maps with full address and category setup
Add store to Facebook Page with map, hours, and WhatsApp CTA
List in Guía Local and Páginas Amarillas Argentina if active locally
Join Tiendanube ecosystem directories later if ecommerce expands

Partnerships & Outreach

Partner with Salta estheticians who do facials but do not sell K beauty
Partner with dermatology clinics for post-consult skincare referrals
Partner with local makeup artists serving brides and events
Partner with hair salons whose clients value beauty routines
Partner with gyms and pilates studios for skin confidence offers
Partner with women-focused boutiques for scan pop-up days
Offer referral cards: free scan plus first purchase bonus
Host mini scan booths at university and coworking women events
Pitch talks to beauty schools on beginner skin routine basics

Offline and Local Media

Host weekly in-store Skin Scan Saturdays with limited slots
Set up pop-up scan events in Salta malls or shopping galleries
Use window signage: Free professional skin scan here
Print referral cards for salons, boutiques, and cafés nearby
Add QR posters in partner venues linking to WhatsApp booking
Sponsor small women-led events, wellness fairs, and beauty meetups
Use shopping bag inserts with reorder QR and WhatsApp support
Pitch local outlets like El Tribuno for a new beauty concept in Salta
Leave flyers at universities, cafés, studios, and apartment lobbies

Online Events

Run Instagram Live 2x monthly on acne, glow, and sensitive skin basics
Host live skin scan demos with audience Q and A
Offer live-only booking perk for first visit shoppers
Save Lives into Highlights and short Reels clips

Online Networking

Engage in Facebook groups for Salta women, beauty, and local deals
Monitor Reddit skincare threads for topic ideas, not direct promotion
Answer Instagram story questions weekly to build trust
Join local WhatsApp community groups through partners when appropriate

Publications

Pitch notes to El Tribuno on K beauty arriving in Salta
Pitch women lifestyle segments in Nuevo Diario de Salta
Offer expert quotes to local radio beauty and wellness segments

Cold Outreach

DM Salta micro creators with 5k to 30k followers in beauty and lifestyle
Invite creators for free scan plus honest routine review
Email salon owners with co-hosted scan day proposal
Contact university event organizers for wellness activation booths
Reach out to HR teams for women-focused office wellness pop-ins

During (Lead)

1. My Lead Capture System

Lead Magnet

Free in-store skin scan booking as the core lead magnet
Best for women 18–35 who want certainty before buying
Capture name, WhatsApp, age range, skin concern, booking intent
2-minute Skin Concern Quiz via Instagram Stories or landing page
Outputs concern type and invites booking a free skin scan
Beginner K-Beauty Routine Guide for acne, oily, dry, sensitive skin
PDF gated by WhatsApp or email to capture colder leads
Routine Under Your Budget guide with 3 price tiers in ARS
Fits budget-conscious first-time buyers in Salta
What Your Skin Scan Reveals checklist for store, ads, and pop-ups
Helps reduce fear and increases scan bookings
Scan Saturday priority list for limited weekly appointments
Creates urgency and boosts local lead volume

Tripwire Offer

First routine starter bundle after scan at entry price
Include 1 cleanser, 1 serum, 1 moisturizer by concern
Scan + first purchase bonus sample sachet pack
Redeemable only on day of scan to lift conversion
Paid mini add-on: travel-size starter kit after scan
Good fit for first-time K-beauty buyers with low risk
Refer-a-friend card: both get a sample on first purchase

Welcome Sequence

Trigger when lead books scan, completes quiz, or messages WhatsApp
Message 1: confirm booking with map, hours, and what to expect
Message 2: ask top skin concern and current routine
Message 3: share beginner tip based on concern selected
Message 4: reminder 24 hours before appointment
Message 5: reminder 2 hours before with easy reschedule link
Post-visit message 1: recap routine and product order of use
Post-visit message 2: check-in after 7 days via WhatsApp
Post-visit message 3: reorder prompt after 21 to 30 days
Add missed-booking follow-up within 24 hours
Invite no-shows to next Scan Saturday waitlist

Segmentation

Tag by source: Instagram, TikTok, Meta ads, Google, partner, walk-in
Tag by intent: booked, quiz lead, WhatsApp inquiry, no-show, buyer
Tag by skin concern: acne, sensitivity, oiliness, dryness, glow
Tag by budget: low, mid, premium based on guide or quiz answers
Tag by customer stage: new lead, scanned, purchased, repeat buyer
Tag by location: Salta Centro, nearby areas, out-of-town
Tag by product interest: cleanser, serum, SPF, full routine
Use tags to tailor reminders, offers, and reorder timing

Chatbot and Automation

Use WhatsApp auto-reply with Book Scan, Prices, Location, Routine Help
Ask 3 quick questions before human handoff
Collect concern, budget, and preferred visit day
Send booking link automatically after qualifier answers
Add Instagram DM keyword automation for scan booking
Keywords: SCAN, ACNE, SENSITIVE, OILY, ROUTINE
Send Google Maps pin after booking confirmation
Automate review request 3 to 5 days after purchase
Use QR codes in-store and partner venues to open WhatsApp booking

CRM and Tech Improvements

Start with a simple CRM that supports WhatsApp and tags
Create one contact record per lead with source and concern fields
Mandatory fields: name, WhatsApp, age range, concern, budget, visit date
Add consent checkbox for WhatsApp follow-up on forms
Build one mobile-first landing page for free skin scan bookings
Add separate concern pages for acne, sensitive, oily, dry, glow
Track scan bookings, show rate, purchase rate, and repeat rate
Track cost per booked scan by channel from day one
Install Meta Pixel and GA4 before ads launch
Use UTM links for every ad, creator, and partner QR code
Connect Google Business Profile with call, map, and WhatsApp actions
Create a simple dashboard updated weekly
KPIs: leads, booked scans, show rate, sales, CAC, repeat purchase

2. My Lead Nurturing System

Marketing CRM

Start with Brevo CRM + WhatsApp consent forms
Fit for low budget, tags, email, SMS, and automation
Fields: name, WhatsApp, concern, budget, source, booking status
Tags: booked, no-show, buyer, repeat, acne, oily, sensitive, dry
Connect Meta lead forms, landing pages, and QR code sources
Upgrade to HubSpot Starter after steady lead flow

Sales CRM

Use Trello or Airtable as simple scan booking pipeline
Stages: new lead, contacted, booked, attended, purchased, reorder due
Assign daily follow-up owner for WhatsApp replies and no-show rescue
Add notes: scan result, routine given, objections, next follow-up date
Move to HubSpot pipeline when 50+ monthly leads are consistent

Automated Follow-Ups

Trigger: scan booking via form, DM, WhatsApp, or partner QR
Immediately send booking confirmation with map, hours, and scan steps
10 mins later send concern form: acne, dryness, oil, sensitivity, glow
24 hrs before send reminder with reschedule link
2 hrs before send reminder with Google Maps pin
If no-show, send rebook invite within 2 hrs
If no-show again, move to Scan Saturday priority waitlist
After scan, send routine recap within 3 hrs on WhatsApp
Day 3 send how-to-use guide by product order
Day 7 send check-in tied to concern and early results
Day 14 send objection handler: purging, sensitivity, consistency tips
Day 21 send reorder or add-on prompt based on routine type
Day 30 send review request with Google review link
Day 45 send win-back offer for non-buyers: free rescan slot
Trigger reactivation after 60 days inactive with new scan campaign

Newsletter

2x monthly via email for colder leads not ready for store visit
Segment by concern: acne, oily, dry, sensitive, glow
Segment by stage: quiz lead, booked, scanned, buyer, lapsed
Issue 1: beginner routine tips and myth-busting
Issue 2: case stories, new arrivals, Scan Saturday openings
Add local angle: Salta weather, stress, and seasonal skin changes
Use WhatsApp broadcast 2x monthly for hot leads with consent

Retargeting & Ads

Meta retargeting for IG engagers, video viewers, and site visitors
Goal: drive skin scan bookings and WhatsApp conversations
Creative 1: stop guessing what your skin needs
Creative 2: free skin scan in Salta
Creative 3: routine matched to your skin, not trends
Retarget no-book leads within 7 days with social proof
Retarget booked no-shows within 3 days with limited slots message
Retarget scanners who did not buy with starter bundle creative
Use Google Search for high intent local terms
Bid on: skin scan Salta, korean skincare Salta, acne routine Salta

Social Media and Content

Instagram primary: Reels 4x weekly, Stories daily, carousels 2x weekly
TikTok secondary: 3x weekly short education and scan demos
Tone: expert, warm, simple, anti-guesswork
Content pillar 1: what the skin scan shows
Content pillar 2: beginner routines by concern
Content pillar 3: budget-friendly routines under ARS tiers
Content pillar 4: myth-busting for acne, oil, and sensitivity
Content pillar 5: customer scan moments and routine wins
Weekly CTA: book your free scan via WhatsApp or booking page
Save FAQs into Highlights: Scan, Acne, Sensitive, Routine, Reviews
Reply to DMs within 2 hours during store hours

Webinars and Events

Host Instagram Live 2x monthly on acne, glow, and sensitive skin
Run weekly Skin Scan Saturday with limited booking slots
Hold 1 pop-up scan day monthly with salons or boutiques
Offer live-only perk: sample sachet with booked scan
Save Lives into Reels and Stories for 7-day replay nurture

Other Nurture Channels

WhatsApp Business as core nurture channel
Set quick replies: Book Scan, Prices, Location, Routine Help
Use auto-reply to capture concern, budget, and preferred visit day
Use click-to-WhatsApp ads for warm lead conversion
Set Instagram DM keyword automation: SCAN, ACNE, OILY, ROUTINE
Use QR cards in-store and partner venues to open WhatsApp booking
Send review requests 3 to 5 days after purchase
Use bag inserts with reorder QR linked to WhatsApp

3. Sales Conversion Strategy

Sales Process

Drive all leads to one CTA: book free skin scan or WhatsApp to reserve a slot
Offer walk-ins, but push booked slots to reduce waiting and missed visits
Create 15-minute scan flow: welcome, scan, explain, routine, close, follow-up
Ask one intake question first: acne, sensitivity, oil, dryness, glow, prevention
Use a simple skin goals card customers fill in before scan starts
Show scan results on screen and explain in plain Spanish, not technical jargon
Recommend 3 options only: basic, standard, full routine
Anchor pricing from lowest to highest to suit budget-conscious buyers
Start with one hero product if full routine feels too expensive
Build routine by concern and budget, not by pushing more steps
Use shelf tags by concern: acne, sensitive, oily, dry, glow, beginner
Create a one-page take-home routine card with morning and night steps
Offer same-day bundle pricing to lift average order value
Ask for the sale clearly: which routine feels right for your skin and budget
If no purchase, send WhatsApp summary within 30 minutes of the scan
Send reorder and check-in message 10 to 14 days after first purchase
Invite every buyer back for a rescan in 30 to 45 days
Track no-show rate and confirm bookings 24 hours before visit
Use limited daily scan slots to create structure and urgency
Create separate flows for walk-ins, bookings, WhatsApp leads, and partner referrals

Sales Assets

Create scan consultation SOP with exact questions and recommendation rules
Create opening script: welcome, set expectations, explain free scan value
Create diagnosis script that links scan result to a product benefit
Create close script for budget, trust, and why-now objections
Create WhatsApp follow-up template for buyers and non-buyers
Create routine card template with product order and usage frequency
Create partner referral card with free scan offer and first purchase perk
Create FAQ sheet for irritation, routine length, pricing, and results timing
Create staff checklist for every consultation to ensure consistent experience
Create before-after expectation guide using policy-safe language
Create product comparison sheet for beginner versus full routine options
Create rescan invitation script to encourage repeat store visits

Testimonials and Case Studies

Ask for a review after 10 to 14 days when first results may appear
Ask two questions: what concern did you have and what changed after the scan
Collect reviews on Google, Instagram DM, and WhatsApp text or voice note
Request selfie consent only after trust is built and results are visible
Turn best stories into mini case studies by concern and age range
Showcase proof near scan area, checkout, Instagram Highlights, and routine cards
Build a Wall of Love in-store with short quotes and skin concerns
Add review snippets to booking posts: acne, sensitivity, oil, dryness
Put one relevant testimonial inside each WhatsApp follow-up by concern

Conversion Rate Insights

Track lead to booking rate from Instagram, WhatsApp, walk-in, and partners
Track booking to attendance rate to spot reminder issues
Track scan to purchase rate as the main conversion metric
Track average items per first purchase to improve bundles
Track repeat purchase at 30 and 60 days to measure routine stickiness
Set early goal: 50 percent of scans become first purchase buyers
Set upsell goal: 30 percent of buyers choose 2 or more products
Review top lost-sale reasons weekly: price, doubt, time, overwhelm, stock
Note which skin concerns convert best and feature them in content and offers

Urgency and Offers

Launch offer: free scan plus 10 percent off routine bought same day
Offer first 20 customers a bonus travel-size item with any 2-product routine
Run Skin Scan Saturdays with limited slots announced every Wednesday
Use message: scan first, buy smarter, this week only limited appointments
Offer student day perk with valid ID to drive weekday traffic
Create concern-based bundles under clear price points for easier decisions
Offer partner pop-up voucher valid for 7 days after event
Use seasonal hooks: post-summer repair, winter hydration, exam stress skin
Reward fast movers with free rescan booking when they buy today

Guarantees and Risk Reversal

Offer free routine adjustment within 14 days if product fit feels off
Offer swap on unopened product within 7 days with receipt
Promise no-pressure consultation even if customer buys nothing that day
State recommendations are based on scan plus goals, not trends or upselling
Offer budget-fit routine option so customers never feel priced out
Give written usage guidance to reduce misuse and disappointment

Shock and Awe

Add handwritten note with first purchase: your skin goals, your simple plan
Include mini sample when available tied to the customer main concern
Give a wallet-size routine card for easy bathroom mirror reference
Surprise loyal repeat buyers with birthday month rescan priority slot
Add a thank-you sticker card saying scan first, buy smarter for shareability

After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Greet every visitor by name and offer tea or water while they wait for the scan
Use a 3-step consult flow: scan, explain, match
Give each client a printed or WhatsApp skin snapshot after the scan
Share a simple routine card with morning and night steps
Mark products with use order stickers: 1, 2, 3, 4
Set expectations clearly: when results may show and how to use each product

Communication Cadence

Send a WhatsApp message within 24 hours thanking them and restating their routine
Check in at day 7 with a short message: use, feel, questions
Check in at day 21 to ask about changes in skin and consistency
Send refill reminders based on the products they bought
Use voice notes for clients who prefer quick, personal guidance
Create saved reply templates to keep support warm and consistent

Client Education

Create one-page guides for acne, sensitivity, dryness, oil control, and glow
Record short videos on cleansing, layering, and how much product to use
Add QR codes on routine cards linking to product-use videos
Keep an in-store FAQ board: purging, irritation, sunscreen, patch testing
Teach clients what not to mix if they buy active ingredients
Offer a beginner routine option for first-time Korean skincare users

Personalized Touches

Handwrite the client's first name on their routine card and product bag
Add a sample matched to their top concern when stock allows
Celebrate first visible progress with a WhatsApp note at 3 to 4 weeks
Send birthday month messages with a small in-store perk or sample
Thank first-time buyers with a mini card saying Scan first. Buy smarter.
Invite repeat buyers to a VIP early-access list for new arrivals

Visuals and Documentation

Save scan results with date and main concerns in a simple client log
Take optional before photos with consent for progress comparisons
Send a side-by-side progress recap after 30 days if they return
Use a branded template for routine summaries sent by WhatsApp
Attach product photos to WhatsApp follow-ups to avoid confusion

Feedback and Proactive Support

Ask one quick feedback question after 7 days: easy, confusing, or irritating
Flag irritation cases for same-day follow-up and routine adjustment
Offer a free re-scan after 30 to 45 days for routine buyers
Keep a simple issue tracker for reactions, returns, and product concerns
Ask happy clients for a Google or Instagram review after positive feedback
Use feedback to update guides, scripts, and product pairing rules monthly

Guarantee or Promise

Promise data-based recommendations, never trend-based upselling
Offer a routine simplification promise if clients feel overwhelmed
Provide a free follow-up consult for any product concern within 14 days
If a product feels wrong, review the scan and adjust the routine at no cost

Operational Excellence

Keep scan area spotless, well-lit, and photo-ready at all times
Use a standard consult script so every client gets a clear explanation
Limit recommendations to 3 to 5 products to prevent overload
Display routines by concern and budget to ease decision-making
Keep tester hygiene strict with visible sanitation between clients
Track top skin concerns weekly to plan stock and avoid sellout frustration
Offer flexible booking by Instagram DM and WhatsApp
Ensure every bag includes routine card, usage order, and support contact

2. How I Increase Customer Lifetime Value

Upsells & Cross-Sells

Add routine step ladders: cleanser, serum, moisturizer, SPF
Offer concern boosters: acne, spots, barrier repair, glow ampoules
Add sheet mask packs at checkout for low-friction basket growth
Create refill reminders for cleanser, toner, and SPF every 30 to 60 days
Cross-sell SPF with every brightening, acne, or anti-aging routine
Cross-sell gentle cleanser with active serums to reduce irritation
Offer travel minis of their routine for weekends and holidays
Add tool upsells: headbands, spatulas, reusable cotton pads

Bundling & Packaging

Create 3 routine tiers: Basic, Targeted, Complete
Price Basic at entry level to convert first-time scan visitors
Bundle 3 core products with 8 to 12 percent savings vs single items
Build concern bundles: acne calm, glow reset, barrier repair, oil control
Offer monthly skin maintenance box matched to last scan results
Create AM and PM routine bundles for easy repurchase
Sell 60-day result kits with full routine and usage guide card
Package starter plus refill bundle with slight prepay savings

Loyalty & Retention Programs

Launch points program: 1 point per ARS spent, redeem on next routine
Give double points on second purchase within 45 days
Offer birthday month bonus mask or mini serum with purchase
Create VIP tier after 3 purchases with early access and perks
Reward routine consistency: buy 4 times, get 5th product at cost
Add stamp card for in-store visits tied to skin scan updates
Send WhatsApp check-ins at day 14, 30, and 60 after purchase
Invite repeat buyers to free quarterly rescan events

Custom Services and Personalization

Offer paid advanced skin review after 45 days with routine adjustments
Create premium white-glove setup: scan, routine, usage coaching, follow-up
Provide printed or WhatsApp routine card with exact order and timing
Personalize refill timing by product and usage habits from follow-up
Tag customers by concern: acne, sensitivity, pigmentation, dehydration
Offer seasonal routine swaps for summer oil control and winter barrier care
Build student-friendly simplified routines with fewer steps and lower spend
Add partner gifting help using recipient skin concern notes

Pricing Strategy

Set bundle savings at 8 to 12 percent to lift AOV without margin damage
Offer prepay deal on 3-month routine packs with one free rescan
Give small refill discount when bought before product runs out
Keep good better best tiers to serve budget and premium buyers
Raise prices 5 to 10 percent on rare imported hero products if sell-through is strong
Benchmark Buenos Aires K-beauty pricing monthly and match premium where justified
Use round entry prices and premium anchor pricing on complete routines
Test free rescan threshold tied to minimum basket value

Customer Data and Insights

Start a simple CRM in Airtable or HubSpot Free from day one
Track scan date, skin type, concerns, products bought, and refill dates
Capture WhatsApp opt-in for follow-up and reorder reminders
Log reason for non-repeat: no results, price, irritation, forgot routine
Set churn alert if no repeat purchase by day 60 for core products
Track repeat rate by first bundle bought to find best retention offer
Record before and after feedback at 30 and 60 days
Review top add-on attach rates weekly and retrain staff on weak pairings
Segment customers by budget level to tailor bundle and refill offers
Track margin by bundle to push high-retention, high-profit routines

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Give referrers 15% off their next purchase after a friend's first buy
Give referees 10% off their first routine after their free skin scan
Offer 3 referrals = free sheet mask or travel size add-on
Offer 5 referrals = free mini skin rescan and routine refresh
Use simple referral codes based on customer name and WhatsApp number

Shareable Assets

Print wallet cards: Free skin scan + first purchase bonus for friends
Create WhatsApp share text staff can send in one tap after checkout
Create Instagram Story templates with Scan first. Buy smarter.
Make before and after highlight covers for customer results
Use a simple landing page or Google Form to book free scans
Add a QR code on bags, receipts, and counter signage

Timing and Triggers

Ask right after a happy scan reveal or successful first purchase
Ask again 10 to 14 days later on WhatsApp after check-in
Trigger referral ask when customer says a product is working
Trigger referral ask after repeat purchase or routine refill
Train staff to say Bring a friend for a free scan and discount
Track asks and referrals in a simple Google Sheet by customer name

Client Success Stories

Ask for selfie plus short quote after 2 to 4 weeks of use
Use a 3 question template: issue, match, result
Post stories focused on less guessing and less wasted money
Feature scan result screenshots with customer permission
Create a Saved Highlights section: Acne, Glow, Sensitive, Oily
Reward each approved testimonial with a sample or mini discount

Referral Contests

Run a monthly Bring Your Bestie challenge
Prize: free routine upgrade or skincare bundle for top referrer
Prize for referred friend: bonus sample set with first purchase
Show leaderboard in store and on Instagram Stories weekly
Keep rules simple: referrals count only after first purchase

Partner or Affiliate Programs

Partner with local makeup artists and estheticians in Salta
Offer partners a fixed fee or store credit per first purchase
Give each partner a unique QR code or WhatsApp keyword
Recruit 5 to 10 micro creators with skin concerns matching buyers
Create a student ambassador offer for universities and institutes
Give ambassadors free scans, samples, and tracked referral rewards

Thank-You Experience

Send a personalized WhatsApp thank you after each successful referral
Add a handwritten thank you note in the referrer's next bag
Surprise top referrers with deluxe samples or limited stock items
Feature top referrers in Stories as DARI Skin Insiders
Invite top referrers to new product preview days in store

DARI

Your 1-Page Marketing Plan is Ready!