Community as retention — 62% repeat-purchase rate.

The problem

First-order revenue growing, second-order revenue flat. Every skincare cohort was churning at 70% by month three. The founder suspected support, not product.

The approach

• 1

  Reframed community as a retention layer, not a marketing channel.

• 2

  First-hour DM response as a rule; escalation ladder to the founder for anything cosmetic-reaction adjacent.

• 3

  Broadcast Channel used only for restocks, restacks, and routine reminders — never promotions.

• 4

  Weekly 'ingredient corner' Reels answering the exact questions that hit DMs the most.

What changed

• Repeat-purchase rate moved from 22% to 62% in nine months.
• Support-triggered refunds fell 38% because ingredient questions were being answered in-feed.
• Broadcast Channel drove 14% of restock revenue with zero paid amplification.
• NPS moved from 34 to 71.