83% Repeat Visits in 5 Months: What DNA Beauty Did Right

DNA Beauty, a premium beauty salon group in Slovakia operating four high-end locations, was already known for personalised treatments and a luxury client experience. What the brand wanted was not just more foot traffic. It wanted stronger client retention, better engagement and clearer insight into customer behaviour.

Within 5 months of launching its branded loyalty app, DNA Beauty achieved an 83% repeat visit rate among active users, activated 2.511 clients inside their app and built a measurable system for long-term growth.

This is how:

The Challenge: Client Retention in the Beauty Industry
Client retention is one of the most important metrics for any beauty salon. Treatments such as facials, aesthetic procedures and skin therapies depend on repeat appointments. Long-term relationships drive lifetime value. However, many salons struggle to measure retention accurately. Booking systems show appointments, but they rarely provide insight into:

• Which clients return consistently
• Which treatments trigger repeat visits
• How product sales connect to service revenue
• How engaged clients are between appointments

DNA Beauty wanted a structured loyalty program that could strengthen repeat behaviour without relying on discounts.

2.511 Active Users in 5 Months
After launching their branded loyalty app with Authic, DNA Beauty activated 2.511 active users across its 4 locations within just 5 months.

These users did more than download the app. They:
• Booked beauty treatments
• Earned loyalty points
• Purchased skincare products
• Participated in engagement campaigns

High adoption was the first signal that the loyalty program was aligned with the brand’s premium positioning.

83% Client Retention Rate Among Active Loyalty Members

The most important outcome was client retention.
Within the first 5 months, 83% of active users returned for repeat visits or purchases.

For beauty salons and cosmetic clinics, this metric is critical. Repeat bookings stabilise revenue, reduce dependency on new client acquisition and increase lifetime customer value.

By tracking behaviour through the loyalty app, DNA Beauty could identify:

• How quickly clients rebooked treatments
• Which services generated the highest retention
• Which customer segments were most engaged
Instead of assuming loyalty, the company could measure it in real time.

382,316 Loyalty Points Earned
Engagement inside the app translated into measurable activity.
The 2.511 users earned 382.316 loyalty points through bookings, treatments and product purchases.

Loyalty points created a behavioural loop:
Appointment → Reward → Return Visit.

This structured system encouraged clients to remain within the DNA Beauty ecosystem rather than exploring competitors.

Social Media Growth Through Client Engagement
Through in-app challenges and engagement features, DNA Beauty gained 807 new Instagram followers in just 5 months. These followers were primarily existing clients, meaning social growth reflected deeper engagement rather than paid advertising campaigns.

For beauty brands, combining loyalty marketing and social media engagement strengthens brand visibility while maintaining quality audiences.

From Luxury Experience to Data-Driven Beauty Business
DNA Beauty did not change its pricing strategy or introduce aggressive promotions. Instead, it implemented a digital loyalty program that strengthened existing relationships.
In five months, the results were measurable:

• 2.511 active users
• 83% repeat visit rate
• 382.316 loyalty points earned
• 807 new social media followers

For premium beauty salons, sustainable growth comes from client retention and structured engagement. DNA Beauty demonstrated that when a luxury salon pairs personalised service with a well-designed loyalty app, client retention becomes predictable and measurable.