About.
Founded in 2016 by Lauren Bosworth, Love Wellness is a pioneering women's health and wellness brand built around the gut-brain-vagina connection, with science-backed supplements now sold across DTC, Amazon, and major retailers including Target, Walmart, Ulta, and CVS.
Challenge: shift from acquisition to lifetime value.
Love Wellness had already used FERMÀT to drive significant conversion improvements on paid media. The next question was how to extend the same capabilities into retention, where rising acquisition costs were pushing the team to maximize the value of customers it had already paid to acquire. As Director of E-Commerce Erica Gray explained, "We're focused on attracting customers who will continue to engage with the brand over time, rather than one-time, low-value purchases that may not justify the acquisition cost."
The product mix sharpened the challenge. Some items were natural subscription products. The most popular acquisition product was not, creating a gap between initial purchase and long-term value.
How FERMÀT worked alongside the team.
FERMÀT extended Love Wellness's experimentation success into retention channels, creating targeted experiences that drove higher AOV and subscription rates while holding conversion excellence.
The transformation was in what the team optimized for. Love Wellness moved from acquisition-only testing to a retention-first engine, with the same playbook but new metrics in the loop. Lifecycle agents build 5+ pages per week for email and SMS campaigns dedicated to limited-time offers, gift-with-purchase promotions, and seasonal pushes. Merchandising agents test subscription defaults, bundle configurations, and upsell paths to lift transaction value without dropping CVR. Conversion agents track AOV and subscription penetration alongside conversion rate, treating them as equally important. Bi-weekly performance reviews feed results back into leadership decisions on product strategy, pricing, and customer experience.
- Email and SMS experiences match acquisition-grade conversion improvements
- Subscription defaults, bundles, and upsells lift AOV without compromising CVR
- Segmented retention experiences in development for routine-builders, subscription-upgraders, and complementary product discovery
- Bi-weekly testing rituals translate results directly into leadership decisions
Results.
Since expanding FERMÀT into retention, Love Wellness has held 60% conversion rate improvements across email and SMS campaigns, sustained 15% ongoing CVR lifts across all channels, and built 5+ retention experiences per week with a self-sufficient team. E-commerce and retention teams are both actively using the platform, and the company has aligned strategically on shifting from pure acquisition to lifetime value optimization. The platform has become central to Love Wellness's evolution toward a retention-first mindset.
