What Derm Skincare changed

• Added a "20% off Storewide! 2 Days Only!!!" promotional banner to the top of the site.
• Reorganized the header announcement bar to prioritize the 20% discount over free shipping and sample offers.
• Removed the login prompt from the "My Wishlist" sidebar, simplifying the text to just "Tap ♡ on any product."

The competitor is running a short-term, site-wide discount. This is a aggressive move to drive quick sales and likely clear inventory or acquire new customers during a 48-hour window.

• Added SkinCeuticals C E Ferulic to the "Shop All" quick-view list.
• Removed ZO Skin Health Growth Factor Serum from the "Shop All" list.
• Lowered the price for the fourth featured item from $200.00 to $185.00.
• Added a new blog post titled "What Is A Growth Factor Serum And How Does It Work?"
• Removed a blog post about collagen and hair loss.
• Updated the Wishlist text to encourage users to log in to save items permanently.

The site is shifting its featured product mix by replacing a ZO Skin Health serum with a popular SkinCeuticals antioxidant. They also lowered the price for this new featured item and updated their blog to focus on growth factor education.

• Added a "My Wishlist" link to the top of the page with a counter.
• Replaced the "Rewards" section with a new "My Lists" feature.
• Added a "Shop All" section in the search area featuring products like Nutrafol and SkinCeuticals.
• Added a new pop-up message explaining how to use the heart icon to save items.
• Renamed "Saved For You" to "My Lists."

The site is trying to keep shoppers coming back by letting them save products they like. This helps them track what customers want even if they don't buy right away.