Samples that finish the sale.

The problem

They had thousands of people trying the sample kits every single month, a huge, built-in audience already sitting in the account. But only 22% of them ever converted to a full-size order, and the team couldn't say why the rest just disappeared.

The gap

The only follow-up any sample buyer ever got was one generic "how did you like it?" email, sent on a fixed schedule no matter their skin type or how much of the sample they'd actually used. That one email landed at the wrong moment for almost everyone.

The fixes

• Skin-profile capture at checkout and post-purchase: type, concern, routine as zero-party data
• Usage-timed follow-ups: the "results check-in" lands when the sample actually runs out
• Routine-builder cross-sells per profile, with reviews from matching skin types (Okendo)
• Replenishment flow calibrated to product size and daily-use rate

The result

Sample-to-full-size conversion nearly doubled to 41%, and flows alone now carry 34% of total revenue, before a single campaign is sent.