How PHLUR Boosted Customer Spend by 240% in Just 4 Months with Inveterate
Learn how PHLUR partnered with Inveterate to create a custom membership program that fuels customer engagement, repeat purchases, and lasting business impact.
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PHLUR is a modern fragrance brand offering a range of sustainable, unisex perfumes, candles, and personal care products. With evocative scents like Father Figure, Missing Person, and Mood Ring, each PHLUR fragrance is designed to align with any style, moment, and mood.
“Our new membership unlocks a ton of opportunities for us, and every time we launch a new product, we see a huge spike in signups. With early access and quarterly gifts, we have more chances to talk to our customers, so we can take bigger swings and bring more people back to purchase.”
Traditional subscription models didn’t align with customers’ unpredictable replenishment cycles
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Following a successful relaunch in 2021, PHLUR rolled out a subscription program to energize their growth momentum — and engage an influx of new customers. But the brand’s few fixed replenishment options didn’t align with their customers’ unpredictable buying cadence. As a result, many bypassed the subscription.
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“Fragrance isn’t the type of product where people use the same amount every day,” explains Michael Magaziner, PHLUR’s VP of Digital. “A full-size fragrance could last you months or years. There’s no predictability.”
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Michael’s previous success with rewards programs at other lifestyle brands gave him valuable perspective. He saw firsthand how a well-designed loyalty strategy could significantly improve repeat purchases — and wanted to do the same for PHLUR.
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Michael envisioned a program that supported PHLUR’s “anti-signature scent” stance by encouraging customers to explore multiple fragrances while establishing predictable revenue. His goal? Replicate subscription-like behavior without adopting a subscription model.
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That’s when he partnered with Inveterate.
A flexible fragrance membership that focuses on value and turns shoppers into loyalists
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With expert guidance on pricing strategy, benefit structure, and positioning, Inveterate helped PHLUR bring their ideal loyalty program to life. To Michael’s surprise, the brand’s most lucrative solution was an annual membership that keeps customer value front and center.
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For just $50 per year, members enjoy:
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- Exclusive products and offers: Four travel-size fragrances gifted each year, plus one free sample with every order. This creates greater interest in various products while solidifying a more predictable purchasing pattern among members.
- Free shipping: Members receive free U.S. shipping every time they shop, making online purchases even more convenient.
- Exclusive early access: Limited-time priority access to new drops, building excitement among members (and FOMO among non-members). With this strategy, PHLUR’s Golden Rule scent launch more than doubled membership signups.
- Cashback rewards: Members are automatically rewarded with 10% cashback on every purchase, which they can save over time or apply toward their next PHLUR fragrance.
This program offers over $200 in combined perks but costs a fraction to join. And thanks to Inveterate, PHLUR keeps that value at the forefront with a custom landing page that breaks down the MSRP of each benefit.
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With the consumer math taken care of, membership is a no-brainer. And according to Michael, once customers sign up, they stick around, contributing to a less than 1% churn rate.
Members purchase twice as often and spend 40% more per order
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What started as a loyalty makeover is now a repeat-purchase engine that’s fully transformed how PHLUR’s best customers engage with the brand. And while this new program clearly benefits the shopper, it also generates significant returns.
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Best of all, this is just the beginning. With the results they’ve seen in just 4 months, PHLUR is ready to double down on their loyalty strategy. What’s next? Dynamic site elements to calculate cashback for potential members, optimized product pages, and upgraded post-purchase offers. All powered by Inveterate.
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