CASE STUDY
The WelleCo Turnaround
THE BRAND
WelleCo is a pioneering ingestible beauty / wellness supplement brand founded by supermodel Elle Macpherson with a multi-hundred-million dollar market opportunity.
D.LUXURY HELPED THE BRAND BECOME First-order profitable—AND significantly more profitable and scalable—WHILE accelerating growth rate.
+761%
YoY New Customer Growth
+482%
YoY Subscriber Growth
-22%
YoY Customer Acquisition Cost
+36%
YoY Lifetime Value
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Significant improvements in all other key DTC metrics.
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Reignited wholesale buyer / customer interest—the brand has rolled out to 1k+ doors with 90%+ sell-throughs, increasing reorder values, and over 2k doors planned to open through the rest of 2023.
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Revenue grew from a stagnant $6MM to $30MM within 36 months.
360°
Sensors coverage
D.LUXURY SUCCESS STORY
“D.LUXURY have been the cornerstone of WelleCo’s revival and success. The insights and strategy, and then seamless execution has seen WelleCo grow 300%+. The quality of the team (most importantly), insights, and strategy are impeccable. They have completely re-shaped the WelleCo global business. We consider D.LUXURY as a true strategic business partner - they are not an agency, but an extension and partner to our team.”
Leighton Richards
CEO / WELLECO
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Online revenue had stalled and started to decline.
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The company was becoming increasingly unprofitable.
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Retail partners (Sephora, etc) had stopped stocking the brand.
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The company had lost its way and its core customer.
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The board asked D.Luxury to run its proprietary DigitalRx™ audit to find out why the business wasn’t growing.
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We found that the brand had started to focus on and acquire low-value wellness customers, when the higher-value beauty customer would spend more per order and more frequently.
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WelleCo needed to pivot from a wellness company to a “beauty from within” brand.
The Challenge
What We Did
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Changed tactics to focus on high-value, beauty-driven customers
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Raised prices, as beauty customers were willing to pay more than wellness customers.
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Leveraged messaging and the right products with a stronger paid and organic acquisition model.
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Focused on building and optimizing acquisition funnels to subscription over single purchases.
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Reallocated marketing budget to the right channels and the right countries to drive highest growth and LTV/profitability.
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Developed customer retention and activation strategy to maximize LTV.
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Implemented advanced paid media strategies to drive efficiency and a scalable acquisition model.
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