📐 Personalised Hero — Kit Buyer This is the highest-value returning segment. They've trialled, they (likely) liked the results, and now they need to see the upgrade path. The hero headline assumes intent ("ready for") rather than asking permission. "Keep your results going" creates loss aversion — they've started seeing changes and don't want to lose them. The kit they bought (Clarity vs Radiance) is detected from order history.

📐 Next Step Block — Kit → Full-Size Conversion The journey timeline is critical UX — it shows the customer they're at step 3 of 4, not at step 1. This acknowledges their investment and makes the next step feel like natural progression, not a new purchase decision. The product grid shows the SAME products they trialled but in full size, creating familiarity. The price cascade: £167 RRP → £141 set → £133.60 subscription. The subscribe option appears as a secondary line under the CTA, not as a separate step — reducing friction. This maps exactly to your retail → DTC moat: Sephora sells the £37 kit, only DTC sells the £141 set.

💬 Proactive coaching tip (Kit Buyer) Creates urgency without pressure. Helps customer plan ahead and avoid the frustration of running out just as results start appearing.

📐 Personalised Hero — Full Routine, No Subscription This customer has all 4 products but is reordering manually. The hero celebrates their completion ("your routine is complete" — dopamine hit) then immediately pivots to the next logical step: subscribe. "Never worry about running out" addresses the #1 subscription value prop for this segment: convenience, not price. They've already committed to spending the full amount — the savings are a bonus, not the hook.

📐 Subscription Savings Calculator This is personalised maths, not generic marketing. We KNOW this customer spends £167 per routine cycle (from their order history). So we can show them exactly how much they'd save: £33.40 per delivery, £133+ per year (assuming 4 deliveries on 12-week cycle). The side-by-side comparison makes the savings visceral. The green "Subscribe" CTA is deliberately NOT red — it's green to signal "save money" rather than "buy now." The perks grid reinforces flexibility (critical given churn data showing 27% cancel for frequency mismatch). "Skip, pause, cancel anytime" is the most important line on this block.

💬 Proactive coaching tip (Complete Routine Owner) Positions subscription as the smart choice for maintaining results, not just a discount. The "40% better results" stat drives home the consistency benefit.

📐 Personalised Hero — Active Subscriber This customer needs NO selling. The homepage becomes a relationship management tool. The hero celebrates their subscriber status and provides the most useful info: when the next delivery arrives. "On autopilot" reinforces the convenience value. The sub-copy with "18 days" creates anticipation rather than anxiety (vs "you'll be charged in 18 days"). This is subtle but important — framing around delivery, not payment.

📐 Subscriber Dashboard — Homepage as utility For active subscribers, the homepage becomes a lightweight portal. The dark status card feels premium — like checking a luxury flight status. Quick actions surface the 4 most common subscriber needs: (1) add a product to the next box (cross-sell), (2) change delivery date (flexibility), (3) skip next (prevents cancellation for "too much product"), (4) refer a friend (growth). Note: "Skip next" is DELIBERATELY prominent. Making it easy to skip prevents the #1 cancel reason (frequency mismatch). The referral banner is the primary growth lever for this segment — they love the brand, they just need a nudge to share it.