Case Study: ColoreScience improves online foundation shade selection and customer experience with Survicate

Improving e-commerce website with post-purchase survey

Colorescience is a premium mineral cosmetics brand (100+ employees) that prioritizes skin health and sun protection. Selling beauty online posed a challenge—customers were often unsure whether shades and formats would match their skin, so the company ran a post-purchase survey to validate pain points and guide a website redesign.

Using Survicate targeted website widgets shown immediately after checkout, Colorescience collected more than 2,800 responses (≈31% response rate). While 45% said everything was great, the most common concern was “not sure what color matches my skin”; 10% provided contact details for follow-up. The insights drove the creation of a Foundation Finder and color charts across the site, improving shade selection and overall customer experience.

ColoreScience

Jason Yau

Director of Digital Marketing & Analytics