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Lumen SkinBeauty & skincare
Turning one-time buyers into a skincare routine
Rebuilt Lumen's email and SMS program around each customer's routine instead of the discount calendar.
- Repeat purchase rate
- +34%
- Revenue from email and SMS
- 41%
- Discount campaigns sent
- −50%
The challenge
Lumen had trained its customers to wait for 30% off. Promotions went out every week, the list was tired, unsubscribes were climbing, and the automated flows hadn't been touched since launch.
The approach
We moved the program from what Lumen wanted to sell this week to what each customer needed next in their routine.
- Segments that mean something. Grouped customers by skin concern and where they were in their routine, using quiz answers and order history.
- Replenishment timing. Reminders timed to each product's real size and usage, so customers reorder before they run out.
- Education first. A new welcome series that teaches people how to get results, with recommendations that follow naturally.
- Fewer, better offers. Cut promotional sends in half and replaced them with early access and restock alerts over SMS.
The outcome
Repeat purchases rose by a third while discounting halved, and email and SMS grew to 41% of total revenue.
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