How ESK took an evidence-based approach to customer retention Founders of Australian cosmeceuticals brand talk through the customer experience approach that's driving growth An investigation of Australia’s bathroom cabinets is likely to reveal an assort of expired and neglected skincare products, used only a few times and then consigned to posterity as expensive follies, never to be purchased again. According to the NPD Group the global skincare industry enjoys a customer retention rate of just 26.9 per cent. This, however, was not a fate general practitioner, Dr Ginni Mansberg, and her husband, Daniel Rubinstein, were prepared to accept when they launched their cosmetics brand, Evidence Skincare (ESK).