The challenge: Most shoppers bought only one hero product. Over 60% of orders contained a single item, keeping AOV flat.

The move: Fenty redesigned product pages around storytelling. Instead of showing one product in isolation, they encouraged shoppers to “build your routine”, pairing foundations with primers, lipsticks with liners, and complete looks. Inclusive visuals made customers see themselves in the brand.

The result: Customers started buying across categories. AOV rose by about 35%, cross-category purchases doubled, and repeat orders surpassed 20%.

The challenge: Heavy discounting was eating into profits — nearly 23% of revenue was lost to promotions. Shoppers even admitted they’d “wait for the next discount” before making a purchase, leaving AOV stagnant and margins thin.

The move: Instead of racing to the bottom, Laura Geller shifted focus to exclusive value. They introduced perks like free deluxe samples, early access to new launches, and curated loyalty bundles — benefits that felt special without slashing prices.

The result: The impact was clear. AOV jumped by $12, margins held strong, and loyal customers began buying more often — not just when a sale was running.