If your app provides skincare products and advice, developing and delivering customized communications isn’t just a nice-to-have; it’s a business imperative. Your audience segmentation has to be on target and your messaging across all channels—email, push and text—has to be sensitive to users’ deeply personal demands and desires, and be aligned with where they are in their daily skincare regime. Our host and Chief Content Officer Peggy Anne Salz catches up with Fabian Seelbach, SVP of Marketing at Curology, an ecommerce startup offering customized prescription skincare via the web and through an app. Fabian shares how he creates and applies micro-segments to target and retarget users with advertising throughout the journey, and discusses the tools and techniques he uses to craft “Lifecycle Communications” that are appropriate and engaging. He also discusses his approach to influencer marketing and his success with channels, such as Instagram, to acquire and retain users.