Skins Leiden wins the Experience of the Month Award for September!

14/10/2026

Skins Leiden is the winner of our Experience of the Month Award for September! Every month, our mystery shoppers visit thousands of stores and hospitality locations. From all these visits, we select the most remarkable, customer-friendly or inspiring experience. This month, Skins Leiden stood out. Extensive product knowledge, personal advice and genuine attention came together in an experience where the mystery shopper truly felt supported. From the first conversation to trying several different products.

Personal advice starts with asking the right questions

At Skins Leiden, the advice did not start with the product, but with the person. The mystery shopper was looking for a day cream and was not yet familiar with the different brands available at Skins. Skins Advisor Joël Sasabone therefore took the time to ask about the shopper’s skin type, needs and the products they were already using.

He then explained the origin, ingredients and effects of different products in detail. Throughout the conversation, he connected his product knowledge to the mystery shopper’s skin and existing skincare routine.

“The Advisor asked thoughtful questions about my skin type, my needs and the products I was already using” the mystery shopper said.

What made the visit particularly special was that it went beyond explanation. Joël let the mystery shopper try several products on their skin so they could experience the differences for themselves. His enthusiasm and extensive product knowledge made the advice personal and valuable. Trying the products also helped the mystery shopper feel confident about choosing the right one.

Even the small details stood out. The mystery shopper’s dog also received some friendly attention:

“That combination of explanation and trying the products myself helped me choose a day cream with confidence. The friendly attention for both me and my dog made the visit even more enjoyable.”

Genuine interest as the starting point

Joël has worked at Skins for more than seven years as a Skins Advisor / Make-up Artist. For him, interacting with customers is the best part of his job. His advice to other employees? “Start conversations with customers and show genuine interest. Really try to put the customer first.”

That approach was clearly reflected in the winning visit. Joël took his time, listened to what the mystery shopper was looking for and offered advice that went beyond product information alone.

Maintaining the Skins DNA during international growth

A strong and recognizable customer experience is important to Skins, especially as the brand continues to grow in the Netherlands and internationally. Tim Rinses, Retail Excellence Specialist at Skins, is involved in opening and supporting new boutiques, among other responsibilities.

One of the key challenges is passing on the Skins DNA to new teams. How do you make sure customers experience the same personal attention and expert service in every boutique? Mystery shopping helps Skins understand how that intended level of service actually comes to life on the store floor.

“Secret View conducts mystery shopping research in a stylish way. I think that approach fits with the way we run our business. We want to learn from it, and that is one of the reasons we use Secret View.” - Tim Rinses, Retail Excellence Specialist at Skins

From mystery shopping results to training and development

At Skins, the results are not limited to the store teams. Management, the founder and the CEO also review the reports. “The research really is for the whole company. It runs throughout the organization,” Tim explains.

According to Tim, mystery shopping is primarily about learning and improving. The reports show what is going well, but also where employees or teams may need additional support.

“It is a snapshot and a learning opportunity. Something very positive can come out of it, but it can also highlight areas that we can work on for that location, employee or team.”

Skins also uses the insights in internal training. The education team and trainers focus on bringing the Skins DNA to life and strengthening the desired approach to sales and service. This allows Skins to use the feedback to celebrate successes, address areas for improvement and provide teams with targeted support in their development.

A well-deserved award!

The winning visit to Skins Leiden shows how personal attention and expert advice can come together in a memorable customer experience. For Skins, it is also a strong example of the level of service the brand aims to deliver across all its boutiques.

Joël has one final piece of advice for other retailers:

“The most important thing is to stay true to yourself. Keep enjoying your work. Do it with passion. And make that connection with your customers. That is what it ultimately comes down to.”

Congratulations to Joël, Tim and the entire Skins Leiden team on the Experience of the Month Award. 🎉