Ouate converts nearly 3 times better with its skin diagnostic
How the children's skincare brand helps every parent find the routine suited to their child's skin and age, and got to know its customers better to evolve all of its marketing.
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Over 4,500 diagnostics completed since launch. Measured in the Ask-it dashboard.
Ouate is a children's skincare brand created by Astrid, a mother of four, to teach kids to take care of their skin from age 4.
Serious formulas, developed with dermatologists and pediatricians, and products that are fun and easy to use alone: the brand works with occupational therapists so every child can use them independently. Around twenty products, for a simple routine: “I cleanse, I moisturize.”
“Everyone knows you need to protect children's skin from the sun. Far fewer know you also need to cleanse and moisturize it.”
Agathe, marketing manager
Guiding parents to the right routine.
Parents who don't know where to start
Cleanse, moisturize, protect: faced with around twenty products, it's hard to know which ones to choose for your child.
Every age has its own habits
A 4-year-old doesn't have the strength to press a pump; at 9, skin and needs change. The routine has to keep up.
Skin that needs care
Dry, atopic or reactive skin, fragrance allergies: for each product, the brand had defined what to rule out or put forward.
A diagnostic designed for every child in the family.
The parent says how many children they want help with, then the diagnostic adapts to each one: age, skin type, reactions, current routine. It also asks what matters to them (enjoyment, effectiveness, independence, ingredients, scientific proof) and the routine level they want, from minimalist to complete.
Reassuring experts
Clinical results, parent reviews, approval by skin and child experts: the results page highlights the proof that matters to each parent.
One routine per child
Each child has their own section in the results, with products suited to their age and motor skills.
Automatic exclusions
Reactive skin or fragrance allergy: unsuitable products are ruled out, following the rules set by the brand.
Just what's needed
A parent who wants a simple routine gets a simple routine: the essentials, without a list of 25 products.
A welcome from Louise
The brand's Product Development Manager welcomes every parent at the start of the journey.
More sales, and products rediscovered.
Parents who go through the diagnostic convert nearly three times more than other store visitors, and their average order value is 16% higher, even though they're offered a 15% discount. Altogether, the diagnostic brings in 13% more revenue.
It also strengthens the customer relationship: over 90% of parents leave their email, even though it's optional, and over 30% their phone number.
The diagnostic also revealed that many parents had children with real skin issues. Ouate now puts its gummies forward more, and they now account for a significant share of revenue in its ages 9+ range.
“It went far beyond what we imagined. From one diagnostic to the next, the questions change: the precision is impressive.”
Agathe, marketing manager
Personas that are reshaping all of its marketing.
Personas brought to life
Each persona has a first name, a portrait and its own revenue: Nadia, the busy mom who wants practical solutions; Sophie, the watchful mom with no set routine; or Estelle, who wants fun rather than a routine.
Tailored communication
Product pages, ads, emails, offers: the brand tailors its messages to each persona's real objections, and focuses its efforts on those still on the fence.
Aski, every day
Ask-it's AI assistant helps the team build its editorial calendar, newsletters, hooks, and even the founder's video scripts, written for each persona.
“The dashboard is Disneyland for anyone in e‑commerce.”
Agathe, marketing manager
What she says.
“When you launch the diagnostic, it feels like you're on our site. It's 100% Ouate: you wouldn't find it anywhere else.”
“A project like this could have taken months with an agency. In one month, the diagnostic was live.”
“Aski, I use it for everything. And its recommendations are all doable for a small brand like ours.”
“The follow-up is great: whenever there's a question or a change, it's done quickly, without endless meetings.”
- Client
- Ouate, skincare for children from age 4
- Need
- Guiding parents to the right routine for each child
- Solution
- AI Diagnostic, one routine per child and dashboard
- Results
- 2.9× conversion, +16% average order value, +13% revenue