A 5-product clean skincare line, with every product under $25, launched with a routine builder that turns single-product shoppers into routine buyers. I took it from customer research to launch, including a drugstore retail partnership.
Skincare shoppers buy one product, don't see results, and stop. Results come from a routine, but building one is confusing and expensive. Dew Daily makes a full routine simple and affordable.
Fragrance-free, dermatologist-tested formulas, each under $25. Every product is designed to work with the others.
A 30-second quiz that builds a morning and evening routine for each shopper's skin, concerns and budget.
Routine bundles raise order value and repeat purchases; a drugstore partnership brings reach and trial.
of surveyed shoppers didn't know which products to use together
items per order on average in the category; most shoppers bought just one product
for a typical 4-step routine from premium brands, out of reach for many
From a 200-person survey and a review of competitor pricing (sample data).
"I've bought 10 products and none of them work together."
Job to be done: a simple routine that works, on a student budget.
"I don't have time to research ingredients."
Job to be done: trust a routine and reorder it without thinking.
"I need brands that bring new shoppers and sell through."
Job to be done: grow category sales without slow-moving stock.
Discovery: 200-person survey, 10 shopper interviews, 3 retail buyer conversations (sample).
Pick your skin type, your concerns and your budget. The Routine Builder creates your morning and evening steps, then shows the bundle price.
If shoppers get a personal routine with a visible bundle saving, 35%+ will buy the bundle instead of a single product.
A/B test during the first 4 weeks: half of site visitors saw the Routine Builder, half saw standard product pages.
Simple rules written with our formulation lead, not an AI model. Every recommendation is explained to the shopper.
Online builds the brand and repeat buyers; a drugstore partner brings reach and first-time trial. I built the pitch and the deal model for a national drugstore chain.
| Order type | Avg order | 60-day repeat |
|---|
All data is illustrative sample data, created for this portfolio.
Bundles at 10–20% off; a $39 starter kit for the drugstore.
Online launch in week 1; drugstore stores from week 5 using online proof.
Short skincare videos, creator routines and sampling with every order.
Email when the bottle is about 75% used, with a reorder link.
The team wanted to launch 10 products at once. I narrowed it to 5 essentials. Fewer choices made the Routine Builder simpler and kept inventory risk lower for the drugstore partner. A smaller line also let us price every product under $25, and that price point is what won the buyer over.
The key product trade-offPDFs open in a new tab; Excel and PowerPoint files download. Portfolio case study; all data is illustrative sample data.
Fashion & Apparel