How Luzern Labs Increased AOV by 114% with AI Powered Clinical Personalization
Luzern Labs transformed its digital consultation experience with AI powered skin analysis, structured routines, and measurable revenue impact, in partnership with Crème Collective.
About Luzern Labs
Luzern Labs is a Swiss Organics spa heritage skincare brand known for combining clinically validated actives with elevated, luxury formulation. Rooted in scientific rigor and ingredient purity, the brand has built credibility among discerning consumers and professional partners alike.
As digital channels became increasingly central to growth, the opportunity emerged to translate in clinic expertise into a structured, personalized online experience.
Strategic Collaboration
As Luzern Labs refined its digital presence, Crème Collective led the broader website and brand experience evolution, aligning the visual system, messaging, and storytelling with Luzern's luxury positioning. As part of this evolution, personalization emerged as the next strategic layer. Tangent AI was introduced to build a structured digital consultation experience that complemented the refined brand environment.
The Challenge
Bridging Swiss Biotech and Digital Discovery
Luxury skincare carries higher expectations. Shoppers investing in premium formulations seek clarity, confidence, and reassurance before committing to a regimen. The goal was to translate clinical excellence into a guided digital experience.
Clinical Clarity
Translating complex skincare science into a guided digital experience that feels as refined as the formulations.
Structured Regimens
Moving beyond individual product recommendations to full routine based guidance at scale.
Premium Confidence
Luxury skincare shoppers need reassurance and consultative depth before committing to a regimen.
First Party Intelligence
Capturing meaningful customer data to power smarter lifecycle marketing and personalization.
Scalable Personalization
Replicating in clinic consultation expertise in an always on digital environment.
The Solution
A Structured Digital Consultation Framework
To translate Luzern's clinical expertise into guided digital clarity, Tangent AI implemented a personalization framework. The objective was simple: preserve luxury, enable intelligence.
AI Skin Consultation
Identifies key concerns with clinical precision, delivering personalized insight beyond self reported preferences.
Clinical Recommendation Logic
Aligns inputs with high performance formulations, matching each shopper to the right regimen.
First Party Intelligence Foundation
Captures rich skin level data for smarter segmentation, lifecycle campaigns, and long term growth.
Regimen Based Personalization
Structured Minimalist, Moderate, or Ritual routines drive full routine adoption and higher basket values.
"Since launching with Tangent, we've seen higher engagement and stronger average order values from consultation driven customers. The structured approach has improved routine selection while giving us meaningful performance insight."
Jenny Stafford, Director of Sales & Marketing, Luzern LaboratoriesThe Impact
Numbers That Tell the Story
Quiz & Conversion Performance
Personalized routines increased AOV, influenced the majority of orders, and powered high quiz engagement.
Increase in AOV
Personalized routines vs non recommended orders.
Orders Influenced by Recommendations
Majority of purchases included guided routines.
Quiz Completion Rate
High engagement from start to submission.
Lifecycle & Revenue Performance
Quiz driven flows outperformed all other lifecycle campaigns and drove strong retention.
Revenue per Recipient
Highest revenue efficiency across automated flows.
Higher Revenue Impact
Skin Quiz outperformed top performing lifecycle flows.
Repeat Purchase Rate
Structured routines encouraging continued engagement.
"It was important that the personalization experience felt seamless within Luzern's refined digital environment. Tangent helped make that transition smooth and effective."
Emma Manning, Senior Marketing Manager, Crème CollectiveThe Strategic Outcome
Personalization did not dilute Luzern Labs' clinical luxury positioning. It reinforced it. By translating formulation science into guided digital routines, the brand created clarity without compromise, driving both confidence and growth.
Ready to see similar results?
Turn Every Shopper Into a
Confident Buyer
- Increase conversion and AOV
- Capture rich first party customer data
- Scalable, always on personalization
