Challenge

MANSCAPED operate a male grooming subscription known as the Peak Hygiene Plan (PHP). PHP saw successful growth in recurring revenue, but churn associated with the model was high and persistent, coupled with limited ability to evolve due to added tech limitations.

Solution

Loyalty & Reward Co were engaged to evolve PHP and integrate a new loyalty layer to generate acquisition, spend, retention and advocacy across PHP subscribers and On-Demand customers.

A points and tiers model was selected to directly stimulate and reward desired behaviors. Access to the top tier requires a PHP subscription, designed to boost subscriber numbers by offering additional exclusive rewards.

Program desirability and viability was successfully validated through market research to customers and a robust commercial model. A collaborative effort alongside the pre-selected loyalty platform ensured the program design could be realised with the platform’s capabilities.