Case Study: Curology increases campaign performance 20% and cuts ad spend 10% with Segment's Personas

Curology uses Personas to deliver personalized ad experiences

Curology, an online custom‑skincare retailer that pairs patients with dermatology providers and personalized formulas, needed to scale membership acquisition while maximizing return on ad spend. The team was hampered by a manual, time‑consuming process to build and refresh granular audiences (for example, users who abandoned sign‑up), which led to audience decay, inconsistent campaign performance, and wasted ad spend.

Curology implemented Personas to unify user identity, build dynamic traits and audiences, and push updated segments to ad platforms. By automating audience updates and targeting high‑value churned users and product‑usage lookalikes, they cut ad spend by more than 10% while maintaining conversions, saved dozens of hours monthly, reduced audience decay, and achieved roughly a 20% lift in campaign performance.

Curology

Fabian Seelbach

SVP Marketing