2025 Beauty & Fashion Benchmark Report PDF Free Download
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2025
BEAUTY & FASHION
B E N C H M A R K R E P O R T
YOUR BEAUTY AND FASHION REVENUE INSIDER
At Listrak, we go beyond marketing. We craft digital
experiences that captivate, engage, and inspire. Whether for
luxury skincare, trendsetting cosmetics, fashion couture, or
streetwear, we help brands forge deep connections, drive
conversions, and create seamless, high-touch customer
journeys. Let’s redefine the future of beauty and fashion
retail together.
ELEVATING BRANDS WITH LUXURY-LEVEL PERSONALIZATION
LISTRAK
PROVEN RESULTS
30%+
AVERAGE BRAND GROWTH
80%+
ACQUISITION RATE GROWTH YOY
+70%
SMS REVENUE GROWTH YOY
BEAUTY
1B+
REVENUE DRIVEN
+40%
REVENUE GROWTH YOY
6%+
ACQUISITION RATE
FASHION
TRENDS
BEAUTY INDUSTRY GROWTH
McKinsey expects beauty to grow 6% in
2025.
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INDUSTRY
FRAGRANCE BOOM
Fastest-growing category despite being
the smallest, with 14% growth last year
and more expected in 2025.
SKINCARE DOMINANCE
Largest beauty vertical, making up 44%
of total revenue, with +6% projected
growth in 2025.
MAKEUP REBOUND
Makeup sales are rebounding to pre-
pandemic levels.
IN-STORE PREFERENCE
55% of shoppers prefer buying beauty
products in-store.
BEAUTY
https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/the-beauty-boom-and-beyond-can-the-industry-maintain-its-growth
EMAIL
Message Type Clickthrough Rate Conversion Rate Revenue Per Send
Broadcast Marketing 0.3% - 0.8% 1.9% - 9.2% $0.01 - $0.03
Recurring Automated
Campaigns 0.4% - 1.1% 2.4% - 6.3% $0.04 - $0.16
Welcome Series 1.9% - 6.2% 4.8% - 15.7% $0.05 - $0.70
Browse Abandonment 2.3% - 4.0% 6.2% - 12.3% $0.06 - $0.37
Shopping Cart Abandonment 3.8% - 6.2% 15.4% - 24.1% $0.36 - $1.06
Back-in-Stock Alerts 4.9% - 6.9% 7.5% - 12.8% $0.26 - $0.56
Low Inventory Alerts 2.8% - 3.8% 3.1% - 8.6% $0.10 - $0.39
Price Drop Alerts 4.0% - 6.3% 6.0% - 12.8% $0.26 - $0.88
Post Purchase 1.4% - 2.6% 5.7% - 11.1% $0.06 - $0.23
Re-engagement 0.7% - 1.3% 17.6% - 19.5% $0.11 - $0.42
Loyalty 2.2% - 10.1% 3.3% - 15.6% $0.06 - $0.16
Transactional 2.7% - 18.9% 2.0% - 6.2% $0.01 - $0.60
Replenishment 1.3% - 1.7% 11.9% - 16.9% $0.15 - $0.27
ReActivate 0.1% - 0.2% 0.1% - 4.6% $0.01 - $0.01
SMS
Message Type Clickthrough Rate Conversion Rate Revenue Per Send
Broadcast Marketing 1.5% - 10.2% 0.1% - 5.3% $0.01 - $0.08
Recurring Automated
Campaigns 0.7% - 5.9% 0.1% - 3.2% $0.01 - $0.06
Welcome Series 1.7% - 20.8% 3.7% - 24.6% $0.01 - $2.93
Browse Abandonment 4.8% - 7.1% 5.7% - 9.7% $0.23 - $0.73
Shopping Cart Abandonment 6.8% - 9.2% 12.0% - 22.5% $0.76 - $1.72
Back-in-Stock Alerts 9.3% - 9.3% 6.9% - 6.9% $0.68 - $0.68
Low Inventory Alerts 4.9% - 4.9% 3.9% - 3.9% $0.14 - $0.14
Price Drop Alerts 10.5% - 11.9% 10.5% - 11.3% $1.62 - $1.85
Post Purchase 1.4% - 3.6% 3.9% - 10.6% $0.09 - $0.18
Re-engagement N/A N/A N/A
Loyalty 1.3% - 4.4% 3.8% - 7.7% $0.02 - $0.19
Transactional 9.8% - 17.7% 4.2% - 5.2% $0.44 - $0.46
Info Campaigns N/A N/A N/A
BENCHMARKS
BEAUTY
Beauty Shoppers Are Browsing More
Window shopping surged last year, with Browse
Abandonment sends up 51% and Cart Abandonment sends
up 42%. Many beauty shoppers didn’t convert immediately –
either leaving without purchasing or researching online
before buying in-store.
INSIGHTS
BENCHMARK
Loyalty Programs Took Center Stage
Listrak beauty brands overhauled their loyalty strategies,
leading to a 60X YOY increase in Loyalty sends. These
campaigns saw 2X higher CTR than Listrak’s overall
benchmark, proving strong engagement.
SMS Is the Star Channel
With a younger audience, SMS continues to drive
conversions. Beauty shoppers are 2X more likely to convert
after a SMS Cart Abandonment message and 2.6X more
likely after an SMS Price Drop Alert, as compared to Listrak’s
overall benchmarks.
Email & Automation Driving Growth
Email CVR and $/Message grew across Low Inventory, Price
Drop, and Re-engagement campaigns. Beauty Recurring
Automated Campaigns (RAC) had a higher overall CTR then
Listrak’s overall email RAC campaigns, proving beauty
shoppers respond well to AI-driven product
recommendations. Broadcast sends grew a bit slower at 36%
YOY, as compared to Listrak’s overall benchmark of 44%.
BEAUTY
•Ensure you are sending Browse Abandonment and Cart
Abandonment messages across Email and SMS to capture
demand of window shoppers.
•Enable Price Drop to increase overall CVR of those who
window shopped previously.
•Utilize AI-driven product recommendations for Recurring
Automated Campaigns (RAC) to deepen product discovery and
help consumers find what they are shopping for.
•Leverage Replenishment if a consumer has bought, and
leverage AI to deem when they potentially need to rebuy if they
do not subscribe to that product.
•Set Post Purchase campaigns live to upsell a consumer – if they
received a sample with their last order or bought a mini size –
to buy full size.
OPTIMIZATIONS
CAMPAIGN
BEAUTY
INSIGHTS
FASHION GROWTH IN 2025
McKinsey predicts 3-5% industry
growth, with non-luxury driving the
increase in economic profit.
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INDUSTRY
THE YEAR OF THE DUPE
In 2024, price sensitivity soared. Brands
must educate consumers on why
premium products are worth the
investment.
ASSORTMENT STRATEGY SHIFT
65% of executives plan to diversify price
points to reach a broader audience.
AI & CONSUMER DISCOVERY
50% of fashion executives see
generative AI as the key driver of
product discovery in 2025.
FASHION
https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion
EMAIL
Message Type Clickthrough Rate Conversion Rate Revenue Per Send
Broadcast Marketing 0.3% - 1.1% 1.2% - 4.3% $0.01 - $0.04
Recurring Automated
Campaigns 0.9% - 1.9% 2.4% - 6.4% $0.02 - $0.10
Welcome Series 2.7% - 8.1% 2.4% - 14.3% $0.05 - $1.66
Browse Abandonment 2.8% - 5.0% 3.5% - 7.7% $0.09 - $0.43
Shopping Cart Abandonment 4.8% - 8.2% 11.3% - 22.2% $0.66 - $2.39
Back-in-Stock Alerts 4.2% - 7.4% 5.2% - 9.8% $0.26 - $0.86
Low Inventory Alerts 3.5% - 4.9% 5.1% - 8.1% $0.21 - $0.51
Price Drop Alerts 4.3% - 7.2% 5.4% - 8.6% $0.38 - $0.79
Post Purchase 2.6% - 4.7% 4.6% - 10.0% $0.11 - $0.51
Re-engagement 0.3% - 0.5% 2.5% - 5.5% $0.01 - $0.02
Loyalty 1.7% - 7.1% 6.3% - 14.5% $0.08 - $0.48
Transactional 2.2% - 18.1% 1.7% - 9.9% $0.01 - $1.33
Replenishment 1.6% - 3.3% 8.4% - 10.7% $0.40 - $0.48
ReActivate 0.1% - 0.2% 0.9% - 4.3% $0.01 - $0.01
SMS
Message Type Clickthrough Rate Conversion Rate Revenue Per Send
Broadcast Marketing 1.7% - 12.1% 0.1% - 2.3% $0.01 - $0.13
Recurring Automated
Campaigns 1.2% - 3.7% 0.4% - 3.5% $0.01 - $0.01
Welcome Series 0.1% - 20.0% 1.9% - 12.7% $0.01 - $2.43
Browse Abandonment 8.2% - 10.7% 3.1% - 4.5% $0.37 - $0.82
Shopping Cart Abandonment 7.9% - 13.7% 7.3% - 13.5% $0.89 - $2.62
Back-in-Stock Alerts 9.9% - 13.0% 3.5% - 6.4% $0.30 - $0.93
Low Inventory Alerts 9.4% - 12.1% 2.8% - 3.9% $0.24 - $0.63
Price Drop Alerts 13.1% - 18.5% 3.1% - 4.2% $0.50 - $0.73
Post Purchase 3.6% - 6.2% 2.7% - 5.6% $0.08 - $0.21
Re-engagement N/A N/A N/A
Loyalty N/A N/A N/A
Transactional 6.9% - 23.4% 4.0% - 6.7% $0.01 - $0.01
Info Campaigns N/A N/A N/A
FASHION
BENCHMARKS
URGENCY & DISCOUNTS DRIVING FASHION CONVERSIONS
Fashion brands relied more on urgency-driven messaging in 2024, with Low Inventory, Price Drop, and
Replenishment campaigns seeing a major uptick in sends. These strategies proved effective, as Low
Inventory and Price Drop emails saw increased CTR YOY, helping drive site traffic despite overall CTR
declines. However, Broadcast sends grew 32% YOY, lagging behind Listrak’s overall 44% benchmark.
INSIGHTS
BENCHMARK
RE-ENGAGEMENT & LOYALTY
With customer acquisition costs rising, brands
focused heavily on reactivating dormant shoppers-
nearly 2X the rate of last year. Additionally, Loyalty
programs surged, with Fashion brands increasing
Loyalty sends by 167% YOY as more brands launched
or revamped their programs.
SMS BECOMING A POWER CHANNEL
Fashion consumers are embracing SMS for shopping.
This was the only vertical where every SMS campaign
saw a CVR increase YOY, proving that shoppers are
becoming more comfortable purchasing directly from
their phones.
FASHION
•Ensure brands have all alert-based messages enabled: Price Drop,
Low Inventory, Back-in-Stock.
•If you already have these enabled – think through the rules that
trigger them – is there any room to adjust for more messages
sent?
•Cart Abandonment is still the highest return campaign, therefore
ensure you have a clear strategy in place, and where applicable, call
out your free shipping thresholds, your payment options, (Klarna,
Afterpay, etc.) and any reviews that can help increase CTR/CVR.
•With rising SMS conversion rates, ensure you are enabling cross
channel journeys. Any email triggers you send should also be
leverage via SMS to reach consumers at the right time. Utilize AI-
driven channel affinity to determine where they are most likely to
engage.
•Utilize AI-driven product recommendations within broadcast emails
to help with product discovery and re-engaging consumers with
new product assortment that may interest them.
OPTIMIZATIONS
FASHION CAMPAIGN
FASHION
TERMINOLOGY
BENCHMARK REPORTING
Clickthrough Rate (CTR): Measures the percentage of recipients who clicked on a link
within a message, relative to the total number of messages sent. It is calculated as:
CTR = (Unique Clicks / Total Sends) × 100
Conversion Rate (CVR): Measures the percentage of website visits that result in a
completed order. It is calculated as: CVR = (Total Orders / Total Visits) × 100
Revenue Per Send: Measures the average revenue generated per message sent in an
email, SMS, or marketing campaign. It is calculated as: RPS = Total Revenue / Total
Messages Sent
N/A: Data KPI can not be provided due to a lack of information available.
METHODOLOGY
Listrak’s 2025 Cross-Channel Benchmarks are based on 125
billion email and SMS/MMS messages sent from 1,000+
ecommerce clients between Jan. 1, 2024, and Dec. 31, 2024.
Listrak’s Beauty Industry includes current clients who are in the subcategories of
Cosmetics & Skincare, Fragrance, and Haircare.
Listrak’s Fashion Industry includes current clients who are in the subcategories of
Accessories, Apparel, Bags, Denim & Leather & Fur, Eyewear, Footwear, Jewelry, Luxury,
Underwear & Lingerie, and Watches.
