Making IPSY's box feel personal again at scale

The challenge

IPSY built its business on the promise of a box that felt handpicked, but at millions of subscribers, that promise started to feel like a marketing line instead of a lived experience. Retention was slipping as members felt like a segment, not a person.

We rebuilt the personalization narrative around visible, specific choices — content and communication that showed members exactly why a product was chosen for them, not just that it was. Data drove smarter matching; content made that matching feel human again.

Retention improved as members re-engaged with a service that finally explained itself, and quiz completion — the front door to real personalization — climbed as the value of finishing it became obvious again.