- Client
- Lumera
- Sector
- B2C · Skincare
- Year
- 2025
- Services
- Positioning · Email & SMS · Paid social · Loyalty
The brief
Lumera had a clinically strong product and a leaky subscription. We repositioned the brand around what the science does for you, then rebuilt the journey from first ad to fourth box.
The challenge
Acquisition was healthy but most subscribers cancelled before their skin had time to change. The marketing promised overnight results the formula was never designed to deliver.
Our approach
We swapped miracle claims for an honest, visual story of what happens under the skin week by week — and made every email, ad and insert a chapter of it.
- +64%Ninety-day subscriber retention
- −38%Blended cost to acquire a customer
- 3.1xRevenue from email and SMS
- 120kNew subscribers in the first year
Reset the promise
Customer interviews and churn data pointed at the same gap: expectations. A new message house set results on a twelve-week horizon.
Design the twelve weeks
A lifecycle programme timed to the skin cycle — education, check-ins and small rewards landing exactly when doubt used to.
Buy better customers
Paid media was rebuilt around retention signals rather than first-order cost, shifting budget to the audiences that stay.
“Salectra was the first agency to tell us our problem wasn't traffic. They were right, and the retention curve proves it.”
Priya RamanFounder, Lumera