The first move was a full audience split. Retail customers and MUA/bulk buyers got entirely separate lifecycle paths: different flows, different messaging, different cadence, different offer logic.

For retail, the focus was product confidence. Discovery-led flows guided shoppers to the right lash style, then layered in cart-building add-ons and post-purchase education to drive repeat buys without a discount.

For MUAs, messaging shifted to professional identity and restock logic. Pro-level bundles, volume benefits, and “always have stock” positioning drove larger orders without price cuts.

The discounting didn’t stop overnight. We transitioned gradually: first replacing blanket percentage-off promos with AOV-driven offers and threshold incentives, then scaling those back as the audience responded to value-led messaging instead. Over time, discount dependency dropped, AOV climbed, and revenue grew while the brand actually gave away less margin.