Hero Products, Turned Into Customer Lifetime Value

Laneige needed growth that held up under scrutiny in beauty & skincare — a category where demand is contested and the easy tactic stops working quickly.

The first beauty purchase became the beginning of bundles, routines, replenishment and repeat revenue.

• Move repeat revenue as the single accountable number
• Build a system rather than a campaign
• Make measurement trustworthy before scaling spend
• Keep unit economics intact at higher volume

We ran the engagement across 3 connected services rather than as separate workstreams. Hero Products, Turned Into Customer Lifetime Value became the operating idea: every decision — media, creative, build and automation — was judged against repeat revenue.

1. 01

   Diagnose

   Audit the funnel, the data and the economics before touching spend.

2. 02

   Design

   Map the system: channels, creative, automation and the measurement behind them.

3. 03

   Deploy

   Ship in sequence, with one variable moving at a time.

4. 04

   Compound

   Read, reallocate, and let the winning route take the budget.