Case Study: Allergan achieves $400M in DTC sales and modernizes Allé loyalty with Twilio

How allergan aesthetics relaunched its allē loyalty program and generated $400 million

Allergan Aesthetics, maker of BOTOX® Cosmetic and other consumer beauty brands, historically sold through healthcare providers in a B2B2C model and had fragmented customer data and a one-size-fits-all loyalty program. Facing more competition, the company needed to build direct consumer relationships but was held back by disconnected systems, poor event tracking, and low personalization.

Allergan rebuilt its stack using Twilio Segment as a centralized customer data platform, Snowflake-powered ML for personalized recommendations, and Twilio Programmable Messaging for SMS-driven engagement, then relaunched the Allé loyalty program around phone-based identity and timelier communications. The results: over $400M in DTC sales in 2021 YTD, 3M+ Allé members, a 4.9/5 app rating, and a 41% reduction in CPA for completed purchases, while enabling faster marketing and product innovation.

Allergan

Christine Li

Director Of Marketing Technology