About.
LivFresh is a direct-to-consumer oral care brand combining clinical credibility with science-backed formulations and an educational approach to oral health.
Challenge: turn one-time buyers into a subscription engine.
Every ambitious DTC brand eventually faces the same question. How do you unlock the next stage of growth without slowing down what is already working? LivFresh had clinically proven products, an education-driven brand voice, and a loyal customer base. The foundation was solid. The team saw an even bigger opportunity in subscriptions, turning more one-time buyers into repeat customers to strengthen loyalty and supercharge lifetime value.
The bold hypothesis: make subscription the default path, paired with an incentive that made it the obvious choice. Roll it out blindly and the team risked tanking conversion. Test it the right way and they could validate the vision, scale confidently, and turn a good business into a great one.
How FERMÀT worked alongside the team.
FERMÀT gave LivFresh a controlled environment to test bold ideas before rolling them out sitewide. The team could experiment freely, gather real performance data, and protect the integrity of the core shopping experience.
The transformation was in how the team treated risk. LivFresh stopped having to choose between testing bold and protecting revenue. AI agents ran the parallel experience where subscription was the default, while the main site stayed untouched. Conversion agents tracked CVR alongside opt-in rate, AOV, and early churn signals, catching any downside before it hit the business. Lifecycle agents iterated on incentive structure and messaging until the winning combination emerged. Gradual traffic shifts, starting at 10% and stepping up, protected daily revenue while proving the strategy.
- Safe testing environment ran subscription-as-default in parallel to the main site
- Gradual traffic rollout protected revenue while proving the strategy
- Value proposition optimization tested incentives and messaging until the winning combination emerged
- Performance tracking watched conversion, AOV, and early churn, not just opt-in rate
Results.
LivFresh scaled subscription growth quickly without disrupting the core business, achieving a 141% lift in opt-ins, a 40% subscriber boost in one month, and a 112% CVR increase. The data gave the team confidence to roll the winning strategy sitewide. Subscriptions are now a predictable revenue engine, and FERMÀT remains the team's trusted testing ground for future subscription and acquisition experiments.
