Mustela launches loyalty program


NEW YORK — Baby care and stretch marks brand Mustela has unveiled its first online customer loyalty program, dubbed my Mustela eRewards.

By offering exclusive access to new products and promotions, as well as traditional loyalty program perks like deluxe samples and premium gifts, the my Mustela eRewards program allows expecting, new and experienced moms to connect, learn and shop all in one place. Membership is free and registration can be completed online at

"The launch of the my Mustela eRewards program marks the next strategic phase of our digital marketing program," stated Jerome Clark, assistant VP of U.S. marketing at Mustela. "Not only will this program complement our recently launched e-commerce platform but it will also help us to better engage directly with our consumers, understand their purchase behaviors and communicate with them in a more meaningful and customized way across all digital touch points."

My Mustela eRewards members earn rewards by making purchases and sharing product reviews on the brand's e-commerce site, The more you shop and share, the more points you earn. Starting this spring, members will also be able to earn points by referring their friends to the program. 

"Our independent market research showed that our customers are extremely loyal due to our product efficacy, sensorial experience and premium packaging," explained Kelly Conroy, e-commerce manager at Mustela. "And we also learned that word-of-mouth recommendations and social sharing among our loyal customers is high and has a strong impact on our business. With this unique program, we are now able to reward our most loyal customers for their recommendations in an organic way. It's our way of saying 'thank you' for all of their support and belief in our brand."

Mustela products are available at Target, Babies "R" Us,, Buy Buy Baby, Walgreens, CVS, and other select retailers.

This ad will auto-close in 10 seconds