People bought a serum, ran out, and bought the next one somewhere else.
Lumen had a cult product and a leaky store. Subscriptions were hidden, and the routine the founders recommended was nowhere on the site.
Scope
DTC store, subscriptions
E-commerce
,
Care & growth
Platform
Shopify
Timeline
11 weeks, then monthly care
Team
Designer, two developers, care lead
Routines as the product, with subscriptions that are easy to pause and hard to forget.
A skin quiz that builds a routine, subscription bundles on Shopify, and a care plan that tests one improvement every month.
The live site
37%
repeat purchase rate, up from 22%
The outcome
The repeat purchase rate climbed from 22% to 37% over the first year.
Routine bundles are the top three products
Pausing, not cancelling, is now the norm
Twelve tests shipped in twelve months
