How the funnel works
- Stage 1, Social media ad. Paid Facebook and Instagram ad targeting women aged 25 to 55 in Johannesburg. Drives cold traffic to the quiz landing page.
- Stage 2, Quiz landing page. A dedicated page hosting the quiz. Visitors complete it and enter their email to receive personalised results.
- Stage 3, Results email (three versions). Sent immediately after the quiz. Set A, B or C is triggered by the score.
- Stage 4, Education email. Sent three days later to all sets. Builds trust and positions Lumière as the expert.
- Stage 5, Offer email. Sent three days later. Makes the ask: book a free consultation.
- Stage 6, Follow up email. Sent two days after the offer to anyone who has not booked. A final nudge.
Quiz scoring
- 6 to 10 points, Set A Restoration. Dry, dull, sun damaged or dehydrated skin that needs deep restoration.
- 11 to 14 points, Set B Correction. Pigmentation, uneven tone or acne scarring that needs targeted correction.
- 15 to 18 points, Set C Prevention. Generally healthy skin showing early signs of ageing that needs proactive maintenance.
Stage 1 · Social Media Ad
Facebook and Instagram · single image or short video · objective: traffic to quiz landing page
AD HEADLINE
Your Skin Has a Type. And It Is Probably Not You.
AD BODY
You have been cleansing, moisturising and treating your skin for years.
But what if you have been doing it all for the wrong skin type?
Most women are. And their skin is paying for it every single day.
Take our free 2 minute skin quiz and find out exactly what your skin needs. Not what the packaging says. Not what your friend swore by. What your skin actually needs.
Take the free quiz →
No email required to start. Results sent straight to your inbox.
Stage 2 · Quiz Landing Page
PAGE HEADLINE
Your Skin Has a Type. And It Is Probably Not You.
SUB HEADLINE
Answer 6 quick questions and we will tell you exactly what your skin needs, and why what you have been doing might not be working.
Used by 2,000+ South African women · takes 2 minutes · results sent directly to your inbox
The quiz questions
1. How does your skin feel by midday?
- Tight, dry and uncomfortable, like it needs moisturiser even after you just applied some (1)
- Oily in some areas, dry in others, a constant balancing act (2)
- Generally comfortable but I notice the occasional dry or oily patch (3)
2. What is your biggest skin concern right now?
- Dullness, dryness or a lack of radiance, my skin looks tired all the time (1)
- Dark spots, uneven skin tone, pigmentation or acne scars (2)
- Fine lines, early signs of ageing or skin starting to lose its firmness (3)
3. How does your skin react to new products?
- It reacts badly to almost everything, redness, irritation or breakouts (1)
- It depends on the product, some work, some make things worse (2)
- It generally tolerates new products well with minimal reaction (3)
4. How would you describe your skin tone?
- Deep to very deep, significant melanin and prone to hyperpigmentation (1)
- Medium to deep, melanin rich skin that notices pigmentation changes easily (2)
- Light to medium, tends to burn in the sun and notices redness more than pigmentation (3)
5. How much sun exposure does your skin get?
- A lot. Significant time outdoors and rarely consistent with SPF (1)
- Moderate. I try to use SPF but I am not always consistent (2)
- Minimal. I use SPF daily and avoid prolonged sun exposure (3)
6. How would you describe your current skincare routine?
- Basic or inconsistent, I cleanse and moisturise but not much else (1)
- Moderate, I have a routine but I am not sure it is right for my skin (2)
- Consistent and considered, targeted products and a well established routine (3)
EMAIL OPT IN
Where shall we send your results?
First name
Email address
We respect your privacy. No spam, ever. Unsubscribe at any time.
Stage 3 · Results Email, Set A: Restoration
Score 6 to 10 · dry, dull or dehydrated skin
Subject Your skin results are in. Here is what they mean.
Preview Your skin is asking for something specific. Here is exactly what.
Hi [first name],
Thank you for taking the Lumière skin quiz. Your results are in and they tell us something important about what your skin actually needs right now.
Your skin type: Restoration
Based on your answers your skin is currently in a state of depletion. It is working hard to maintain its barrier function but it is not getting the support it needs to do that effectively. The result is skin that feels tight, looks dull and seems to drink up moisture without ever feeling truly hydrated.
This is not your skin failing you. This is your skin telling you something very clearly.
What your skin is telling you
- Your skin barrier may be compromised, meaning moisture is escaping faster than it is being retained
- Your current products may not be penetrating deeply enough to make a lasting difference
- Your skin needs professional restoration before it can respond properly to any other treatment
What we recommend
At Lumière Skin Studio we work with skin in restoration mode every day. The treatments that work best for your skin profile include deep hydration therapies, barrier repair treatments and carefully selected skin rejuvenation protocols that replenish without overwhelming.
But before we recommend anything specific we want to see your skin in person. Because your quiz results are the beginning of understanding your skin, not the end.
Your first consultation at Lumière is completely free. No obligation, no pressure. Just an honest conversation about your skin and what it actually needs.
Warm regards,
The Lumière Skin Studio Team
Stage 3 · Results Email, Set B: Correction
Score 11 to 14 · pigmentation, uneven tone or acne scarring
Subject Your skin results are in. Here is what they mean.
Preview Your skin has been trying to correct itself. Here is why it needs help.
Hi [first name],
Thank you for taking the Lumière skin quiz. Your results are in and they point to something very specific about what your skin needs right now.
Your skin type: Correction
Based on your answers your skin is dealing with visible concerns that are more than surface deep. Whether it is pigmentation, dark spots, uneven skin tone or the lasting marks left by acne, your skin has been through something and it is holding onto the evidence.
The good news is that corrective skin science has come a very long way. What once seemed permanent is often very treatable with the right approach.
What your skin is telling you
- Pigmentation and dark spots are your skin's response to inflammation, sun damage or hormonal changes, they are a sign, not a sentence
- Over the counter products can help maintain but rarely correct deep or established pigmentation
- Your skin needs targeted, professional treatment to break the cycle of discolouration
What we recommend
For skin in correction mode we combine advanced laser treatments, chemical peels and targeted skin therapies to address pigmentation at its source, not just on the surface. Every protocol at Lumière is designed with your specific skin tone in mind.
We would love to look at your skin properly before we recommend anything specific.
Your first consultation is completely free. We will assess your skin, explain your options and give you an honest roadmap for the results you are looking for.
Warm regards,
The Lumière Skin Studio Team
Stage 3 · Results Email, Set C: Prevention
Score 15 to 18 · healthy skin with early ageing concerns
Subject Your skin results are in. Here is what they mean.
Preview Your skin is in good shape. Here is how to keep it that way.
Hi [first name],
Thank you for taking the Lumière skin quiz. Your results are in and they paint a really positive picture of where your skin is right now.
Your skin type: Prevention
Based on your answers your skin is in a relatively good place. You have been taking reasonable care of it and it shows. But you are starting to notice the early signs of what time and sun exposure do to skin, and you are right to pay attention now rather than later.
Prevention is always more effective than correction. The women who age most gracefully are almost always the ones who started early.
What your skin is telling you
- Your skin is healthy but it is beginning to show the first signs of collagen loss and environmental damage
- This is the ideal time to introduce professional treatments that maintain what you have and slow what is coming
- The right preventative protocol now will save you significantly more time, money and effort in five to ten years
What we recommend
For skin in prevention mode we focus on treatments that stimulate collagen production, protect the skin barrier and address early sun damage before it becomes established. Subtle, consistent and highly effective.
We would love to assess your skin and put together a maintenance plan that keeps it looking exactly like this, just better.
Your first consultation is completely free. No obligation, no pressure. Just an honest assessment of where your skin is and where it could go.
Warm regards,
The Lumière Skin Studio Team
Stage 4 · Education Email (all sets)
Sent 3 days after the results email
Subject The one thing most skin clinics will not tell you.
Preview This changes how you think about your skin completely.
Hi [first name],
A few days ago we told you what your skin type is. Today we want to talk about why most women never find out until it is too late.
The problem with generic skin advice
The skincare industry is built on the assumption that skin can be sorted into four or five neat categories and treated accordingly. Dry skin gets this. Oily skin gets that. Combination skin gets something in between.
But your skin is not a category. It is a living, breathing organ that is constantly responding to your environment, your hormones, your stress levels, your diet and your history. The idea that one cleanser or one serum could address all of that is, frankly, a commercial convenience.
What professional skin assessment actually reveals
When a trained skin specialist looks at your skin they are not just looking at the surface. They are assessing your skin barrier function, your hydration levels, your pigmentation patterns, your pore structure and how your skin has responded to sun exposure and ageing over time.
This assessment takes about 30 minutes. It cannot be replicated by a quiz, a YouTube tutorial or a dermatologist appointment that lasts seven minutes.
It is the single most useful thing you can do for your skin. And at Lumière it is completely free.
What happens at your consultation
- A detailed skin assessment using professional grade skin analysis technology
- An honest conversation about your skin history, concerns and goals
- A personalised treatment recommendation with clear explanations of what each treatment does and why
- A realistic timeline for results and a transparent breakdown of costs
- Zero pressure to book anything on the day
We genuinely believe that an informed client makes the best client. When you understand what your skin needs and why, every decision you make for it becomes more intentional and more effective.
We have limited consultation slots available each week. We would love to save one for you.
Warm regards,
The Lumière Skin Studio Team
Stage 5 · Offer Email (all sets)
Sent 3 days after the education email
Subject We saved you a spot. But not for long.
Preview Your free consultation is waiting. Here is how to claim it.
Hi [first name],
A week ago you told us what your skin has been going through. We told you what it means. And now we want to do something about it.
We have a limited number of free skin consultations available this month and we would like to offer one of them to you.
Here is what you get
- A full 30 minute professional skin assessment with one of our trained skin specialists
- A personalised treatment plan based on your specific skin type, concerns and goals
- An honest explanation of what treatments will and will not work for your skin
- A transparent cost breakdown with no hidden extras
- Zero obligation to book any treatment on the day
Here is the honest part
We only have 8 free consultation slots available this month. Once they are gone they are gone until next month.
We are not saying this to pressure you. We are saying it because it is true and because we would genuinely hate for you to miss out on something that could change how you feel about your skin.
You took the quiz because something about your skin has been bothering you. You read the emails because something resonated. The next step is simply showing up and letting us take a proper look.
Your skin has been asking for attention. This is how you give it some.
Claim my free consultation →
If you have any questions before booking please reply to this email. We read every one.
Warm regards,
The Lumière Skin Studio Team
P.S. If 8 spots sounds like a lot, you would be surprised how quickly they go. Book yours today.