How Dermalogica Malaysia Built an Exclusive, On-Brand Loyalty Experience with Growave

Esthetics International Group (EIG), established in 1984, has grown into a leading beauty and wellness company across ASEAN and Hong Kong, and has been listed on the Main Market of Bursa Malaysia Securities Berhad since March 2004. EIG owns and operates a network of more than 50 AsterSpring skincare salons and retail counters strategically located in shopping malls and retail locations across Southeast Asia - Malaysia, Singapore, Thailand, and Indonesia - as well as Hong Kong. AsterSpring is the leading chain of professional skincare salons in Asia, with millions of faces treated over 41 years.

To strengthen customer retention and elevate the rewards experience, Dermalogica Malaysia needed a solution that could both expand the capabilities of their loyalty program and align closely with the look and feel of the Dermalogica brand.

When evaluating their options, the team was drawn to Growave because its look and feel matched closely with the Dermalogica brand guidelines, making it a natural fit for delivering an on-brand, premium loyalty experience.

Getting started was fairly easy. After a few rounds of discussion, the rewards page was well set up and aligned closely with what the team had discussed, helping them achieve their goal of launching a rewards page that matched their expectations. Growave enabled Dermalogica Malaysia to offer customers a wider range of redemption options, with a clear and seamless flow that guides shoppers smoothly through checkout. The reviews feature encouraged customers to share their product experiences while earning points, helping the brand build trust and engagement while supporting ongoing reward redemption.

By rewarding purchases with points and offering customers more ways to redeem, Growave helped drive customer buying behavior and encourage repeat buying. Earning points for leaving reviews keeps customers engaged after checkout, while the reviews themselves provide social proof that helps other shoppers feel more confident about their purchases.

Drove buying behavior and repeat purchases - points and rewards motivated purchases and kept customers coming back.

Delivered an on-brand, exclusive loyalty experience - the rewards page matched Dermalogica’s brand guidelines, giving the program the look, feel, and exclusivity it had been missing.

Expanded redemption and post-purchase engagement - more reward options and a seamless checkout gave customers reasons to engage, while points for reviews kept them connected and built social proof.

A pleasant surprise: after upgrading the website and rewards page, rewards redemption rose sharply during a major seasonal sale compared with one before the upgrade. The team credited two factors - more reward options, and the chance to feature more rewards content in their marketing emails.

(August 1, 2025 - May 1, 2026)