How NatureLab. Tokyo® Turned Customer Fit Into a 2.4X Order Growth Engine
Impact at a Glance
Meaningful, Measurable Results
Increase
Increase
Increase
“Retencity helped us take our quiz from a standalone feature to become the foundation of how we personalize the customer experience.” - Susie Murillo, Ecommerce Manager, NatureLab. TOKYO®
Challenge
A Missed Opportunity
Built on the philosophy of pairing nature with cutting-edge science to address hair concerns at the root, NatureLab. TOKYO® creates clean, affordable haircare solutions designed to deliver real results.
While NatureLab. TOKYO® had a product-finder quiz in place, it was underutilized and disconnected from lifecycle marketing. Traffic was not actively driven to the quiz, results were not personalized across channels, and customer insights captured during discovery were not meaningfully influencing post-signup communication.
As a result, the quiz existed as a static site feature rather than a driver of engagement, conversion quality, and repeat purchase behavior.
The Turning Point
From Constraint to Momentum
NatureLab. TOKYO® needed more than incremental lifecycle improvements. With a lean internal team, executing consistently, refreshing creative, and translating customer insights into action was difficult to sustain.
“With such a lean team, before Retencity we couldn’t consistently refresh creative or execute across campaigns, flows, and one-off initiatives the way we wanted.”
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Retencity partnered with NatureLab. TOKYO® to reduce internal lift, increase execution velocity, and build a more personalized customer experience across channels. The quiz became the foundation for that personalization, serving as a clear signal of customer intent and the starting point for more relevant lifecycle messaging.
The Strategy
Repositioning Discovery as a Growth Lever
Retencity repositioned the quiz as a value-first personalization engine, delivering immediate relevance while capturing self-declared zero party customer data early in the journey. These improvements helped lifecycle marketing drive ~35% of total Q4 revenue, exceeding peak-season brand goals.
The approach focused on three core shifts:
- Leading with value by actively marketing the quiz as a personalized experience
- Driving customers through the full quiz flow, optimizing entry points and incentives through iterative testing
- Pairing quiz completion with on brand personalized email and SMS delivery, ensuring results translated into relevant post-quiz messaging
The quiz transformed from a standalone experience to the foundation for lifecycle personalization and communication.
The Execution
Designing for Intent
- Optimized on-site pop-ups to promote the quiz as a personalized ritual finder
- Iterated on quiz entry strategies through testing across Q3–Q4
- Shifted contact capture to post-quiz completion to reduce drop-off
- Built personalized quiz results flows across email and SMS
- Used quiz responses to dynamically tailor onboarding and follow-up messaging
Each iteration was designed to improve intent quality, not just submission volume.
The Impact
Compounding Impact Across the Lifecycle
By transforming the quiz into an integrated personalization engine, NatureLab. TOKYO® saw meaningful and measurable improvements across engagement, conversion, and retention.
Increase
Increase
Increase
Noteworthy is that these results were driven by incremental programs that did not previously exist, creating net-new revenue at an increased AOV, which helped exceed peak-season brand goals, with lifecycle marketing driving ~34% of total Q4 revenue.
“Now with Retencity, NatureLab. TOKYO® is reviewing lifecycle results and making decisions weekly, while before it was only monthly, so the speed of learning and execution is completely different.” - Susie Murillo, Ecommerce Manager, NatureLab. TOKYO®
Why It Worked
Improving Product Fit From the First Interaction
The quiz performed because it improved product fit early, which led to higher-confidence first purchases and stronger repeat behavior.
“If someone doesn’t purchase right away, we now follow up with education, routine-building, and replenishment. Quiz takers don’t just buy shampoo and conditioner, either. They come back for masks, leave-ins, and styling products to build a complete routine.” - Susie Murillo, Ecommerce Manager, NatureLab. TOKYO®
By capturing self-declared hair concerns and immediately reflecting that data back through personalized email and SMS, Retencity reduced friction on the second purchase and proved to increase the likelihood of repeat behavior within the same year.
This alignment between discovery, messaging, and product fit drove more durable growth than promotion-led acquisition alone.
The Takeaway
Relevance Starts Day One
Personalization works best when it starts before the first purchase, then continues well beyond it.
By rethinking how customers enter the brand and ensuring quiz data powered lifecycle messaging across channels, NatureLab. TOKYO® turned a dormant asset into a scalable engine for engagement, revenue, and retention.
About NatureLab. TOKYO®
NatureLab. TOKYO® is a new J-Beauty haircare collection developed specifically for the North American market. Modeled after traditional Japanese beauty principles, NatureLab. TOKYO® leverages plant stem cells to encourage optimal scalp health. All NatureLab. TOKYO® products are free of harsh Sulfates, Parabens, Phthalates, Gluten, Mineral Oil and other harsh chemicals that not only damage hair, but the environment. Certified cruelty-free.
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