The core problem wasn’t that people weren’t buying — they were. The problem was how they were buying. Blanket discounts had become the only conversion lever, and it was eroding both margin and brand perception. A retail shopper browsing lash styles and a makeup artist restocking for ten clients have nothing in common — yet they were getting identical emails.

The first move was a proper audience split. We built entirely separate lifecycle paths for retail customers and MUA/bulk buyers, with different flows, different messaging, different cadence, and completely different offer logic.

For retail customers, the focus was product confidence. Shoppers often don’t know which lash style suits them — so we built discovery-led flows that guided them to the right product, then layered in cart-building add-ons and post-purchase education to drive repeat buys without requiring a discount to close.

For makeup artists and bulk buyers, the entire approach shifted to professional identity and restock logic. Messaging was built around pro-level bundles, volume purchasing benefits, and “always have stock” positioning — driving larger order values without relying on constant price cuts.