What Go-To Skincare changed

• Added a "Join the gang" loyalty section with specific point values for different actions.
• Introduced points for signing up for emails (25 pts), SMS (25 pts), and completing the skin quiz (25 pts).
• Added a rewards structure for spending (1 point per $1) and recurring subscriptions (50 points).
• Updated "Very Amazing Retinal" from a waitlist status to "Add to cart" availability.
• Added a "CLINICALLY PROVEN" badge to the "Very Useful Face Cream" product listing.
• Slightly adjusted the price of "Much Calmer Skin" serum from $43.87 to $44.13.

The brand is moving beyond simple discounts to a points-based loyalty system. This encourages repeat purchases and deeper customer data collection through birthday and quiz incentives.

• The navigation link "Build Your Own Bundle" was renamed to "Build Your Own Routine."
• The destination URL for the builder changed from a collections page to a dedicated landing page.
• Review counts for several products, including Face Hero and Morning Essentials, increased slightly due to new customer feedback.
• The price for Much Calmer Skin serum was adjusted from $44.44 to $43.87.

The shift from "Bundle" to "Routine" suggests a move toward selling a complete skincare system rather than just a group of products. This focuses on long-term customer habits and higher lifetime value.

• Added a new product line specifically for sensitive skin, including "Much Calmer Skin" serum, "Mellow Milk" cleanser, and "Supremely Soothing Moisturiser."
• Updated the homepage hero banner to feature the "Sensitive by Go-To" collection.
• Added "The Sensitive Set" bundle to the product lineup.
• Updated the navigation menu to include a direct link to the Sensitive Skin category.
• Replaced general blog posts with educational articles about skin inflammation and barrier repair.
• Updated the account login page with more sign-in options, including Shop Pay and Google.

The brand is expanding its market reach by targeting customers with reactive skin. This move includes new specialized products, a dedicated "Sensitive Set," and educational content focused on skin barrier repair and inflammation.