Email marketing isn’t just about reaching inboxes—it’s about making every subscriber feel like your message was created just for them. The key to doing this effectively lies in Klaviyo’s custom properties. For a cosmetic brand based in Los Angeles, custom properties open the door to deeper insights, smarter segmentation, and hyper-personalized campaigns that truly resonate with your audience.
In this post, we’ll explore what custom properties are, which ones matter most for a cosmetics company, how to collect the right data, and how to use it to create unforgettable customer experiences.
What Are Custom Properties?
Custom properties are user-defined data points that you can attach to a customer’s profile in Klaviyo. While standard fields like name and email are helpful, custom properties let you capture information that’s unique to your brand and critical to your marketing objectives.
For a cosmetics company, this means collecting information that helps you understand each customer’s skin type, beauty routine, and product preferences—so you can send the right message to the right person, every time.
Custom Properties That Matter for a Los Angeles Cosmetic Brand
Here are some examples of custom properties that can fuel personalized marketing for a cosmetics company:
- Skin Type & Concerns: Dry, oily, sensitive, acne-prone, aging, etc.
- Product Preferences: Lipsticks, foundations, skincare, cruelty-free products, vegan formulas.
- Shade/Color Preferences: Foundation shade range, lipstick tones, or seasonal color palettes.
- Beauty Goals: “Glowy skin,” “long-lasting makeup,” “anti-aging,” or “natural look.”
- Location: Los Angeles locals vs. customers across the U.S. or globally.
- Shopping Habits: Frequency of purchases, favorite product categories, loyalty tier.
- Engagement Preferences: Email frequency, preferred content type (tutorials, product launches, offers).
These properties help you go far beyond generic blasts, enabling personalized experiences that keep customers engaged and loyal.
The Best Questions to Ask Customers
The goal is to collect data without overwhelming your customers. Here are smart, relevant questions a cosmetic brand might ask:
- What’s your skin type? (Dry, oily, combination, sensitive, acne-prone)
- What’s your biggest beauty goal right now? (Glowy skin, anti-aging, blemish control, natural look)
- Which products do you love most? (Lipsticks, skincare, foundations, cruelty-free makeup, etc.)
- How often do you want to hear from us? (Weekly tips, only sales, new product launches)
- What shades do you usually wear? (Light, medium, deep skin tone ranges)
- Do you prefer vegan or cruelty-free products?
- Where are you based? (Helps with local offers, events, or shipping perks)
Creative Ways to Collect This Information
- Signup Forms & Popups: Add a simple “Tell us about your skin type” step during email signup.
- Email Preference Center: Give customers the power to update their details at any time.
- Surveys & Quizzes: Create a fun “Find Your Perfect Shade” quiz or “Skin Match Finder” that feeds results into Klaviyo custom properties.
- Post-Purchase Emails: Ask for quick feedback on the product they just bought to gather data for future personalization.
- Loyalty Programs: Encourage members to complete their profile in exchange for points or rewards.
By making data collection interactive and rewarding, you ensure customers actually want to share their preferences.
Best Practices for Personalizing Campaigns & Flows
Once you have rich custom property data, here’s how to put it into action:
- Segmentation Based on Properties
- Send targeted promotions to “lipstick lovers” or “skincare enthusiasts.”
- Segment by location to promote LA-exclusive events or free same-day delivery.
- Segment by purchase history to upsell complementary products.
- Personalized Campaigns
- Skin type emails: “Your hydration heroes are here” (for dry skin).
- Shade-specific promotions: Send foundation restock reminders based on shade preference.
- Local content: Share events, pop-ups, or collaborations happening in Los Angeles.
- Triggered Flows
- Birthday flow: Use stored birthday data to send a personalized gift or discount.
- Replenishment flow: Trigger reminders based on average usage cycles of skincare products.
- VIP flow: Automatically reward loyal customers with early access to launches.
- Dynamic Content in Emails
- Display different products or images based on skin type or preferences.
- Insert personalized tips—“Because you told us you have oily skin, here are 3 mattifying products you’ll love.”
🎯 Example 1: Dry Skin → Hydration Bundle Email (Campaign)
Subject Line: Your skin deserves extra hydration, {{ first_name }} 💧
Header: Because you told us you have dry skin…
Body Copy:
We know how frustrating dry skin can be, especially under the LA sun. That’s why we’ve curated your personal Hydration Heroes Bundle—packed with products designed to lock in moisture and keep your glow lasting all day.
✨ Special Offer: 15% off your first hydration set with code HYDRATE15
CTA Button: Shop Your Hydration Bundle →
🎂 Example 2: Birthday → Gift Discount Flow (Automation)
Subject Line: Happy Birthday, {{ first_name }}! A little gift from us 🎁
Header: Celebrate in style with 20% off
Body Copy:
It’s your big day, and we couldn’t let it pass without celebrating you. As part of our Los Angeles beauty family, you deserve something special. Enjoy 20% off any product of your choice—whether it’s your favorite lipstick shade or that serum you’ve been eyeing.
Offer valid until the end of your birthday month!
CTA Button: Claim Your Birthday Gift →
The Payoff: Deeper Engagement & Higher ROI
By leveraging custom properties, a Los Angeles cosmetic brand can transform generic messages into personal conversations. Instead of blasting promotions, you’ll deliver highly relevant content that shows customers you understand their needs, style, and values.
This kind of personalization doesn’t just improve open and click rates—it builds long-term loyalty, drives repeat purchases, and helps your brand stand out in a crowded beauty market.
👉 Final Takeaway: Custom properties are the backbone of personalized marketing in Klaviyo. Collect them creatively, use them strategically, and you’ll turn one-size-fits-all campaigns into high-impact customer experiences that keep beauty lovers coming back for more.
