How ILIA Beauty Built a Waitlist of 55K Shoppers
Learn how this 9-figure beauty brand launched their Skin Rewind Complexion Sticks with a quiz strategy that built massive pre-launch demand.
About ILIA Beauty
ILIA Beauty is a 9-figure clean beauty brand known for its commitment to customer-first innovation. From the very beginning, ILIA has been driven by one core value: bringing a customer-first mindset in every way they build and innovate.
Interactive shopping isn't new to the ILIA team. Their commitment to customer experience is evident in their product quizzes, which help shoppers find the perfect shade match for their complexion-based products.
Company Info
The Challenge
Before partnering with Octane AI, ILIA had a single, custom-built Shade Finder quiz. While it was simple, beautiful, and functional, it lacked one critical feature: logic. This became a big problem as the brand scaled.
The Solution
Cherene Aubert, VP of ecommerce and digital at ILIA Beauty, partnered with Octane AI to repower their iconic Shade Finder quiz and build two additional quizzes—right before BFCM and a major product launch.
Teaser Quiz for Product Launch
Before going live with the Skin Rewind Complexion Sticks, the team built a teaser quiz allowing customers to get shade matched before the product was even released. At the end, shoppers could sign up for email and SMS to get notified when the product dropped. This built a waitlist of 55K shoppers.
Global Quiz with Intense Mapping Logic
The upgraded quiz uses intense mapping logic. If a customer is matched to a specific shade in one product, the quiz maps it to parallel shades across other products. This gives customers a full suite of shade-matched recommendations.
Consultative Shopping Experience
The quiz asks about skin tone, undertone, skin type (dry, oily, combination), skincare concerns, desired coverage level, SPF preferences, and the look customers want to achieve—providing a true consultative experience.
Multi-Product Shade Matching
One shade match maps across the entire product catalog for consistent recommendations.
Email & SMS Capture
Integrated opt-in for product launch notifications and ongoing marketing.
Seamless Integrations
Data flows directly into Klaviyo, Google Analytics, and other marketing tools.
No Developer Required
Easy drag-and-drop editor allowing the team to launch 3 quizzes without developer resources.
The ILIA Shade Finder Experience
ILIA's quiz helps customers find their perfect shade match with an elegant, consultative experience.
The quiz begins by asking customers to choose the skin tone closest to theirs, then narrows down based on undertone, skin type, and preferences.
Watch the Full Story
See how Cherene Aubert transformed ILIA's quiz strategy in this detailed walkthrough.
The Results
After implementing their new quiz project with Octane AI, ILIA saw transformative results across their business.
Built a massive waitlist of high-intent shoppers before the Complexion Sticks launch.
Users who purchase from the quiz have higher average order value due to bundled recommendations.
Went from one static quiz to three dynamic quizzes without needing developer resources.
Easy-access dashboard with drag-and-drop editor eliminated manual maintenance.
"For businesses, getting a quiz set up is easy. Especially with a tool like Octane AI! The bottom line was that we wanted to create a consumer experience that felt custom, unique, and seamless to the brand."
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