Keranique — Retention Strategy Blueprint
Confidential Strategy Blueprint — Eforce Brands
Keranique
For Women. By Design.
Retention Strategy Blueprint
A 120-day customer belief, education, proof, and continuity system designed to increase retention beyond the first order.
"The goal is not more messages.
The goal is to engineer belief before doubt wins."
Prepared by Eforce Brands
For Ian Murphy, President, Scientific Hair Research
Confidential — Not for Distribution
Retention Strategy Blueprint
02
Executive Thesis
Retention is not a CRM problem.
It is a belief, usage, proof, and continuity problem.
"I made the right decision. I know what to expect. I need to keep going."
Keranique wins when every new customer believes this.
What Is Happening Today
  • High effort before and during acquisition
  • Heavy reliance on TV and phone order conversion
  • Customer education concentrated before Day 30
  • Continuity value not yet framed as the customer's success path
What Must Change
  • Make retention a designed 120-day journey
  • Reinforce usage, expectations, progress, proof, and control
  • Start retention at the phone order and first box
  • Measure behavior and economics before scaling
03
Meeting Agenda
This Blueprint should end in decisions, not inspiration.
# Agenda Block Purpose Decision Needed
1 Diagnosis Separate confirmed facts from assumptions Approve data gaps and required Cubes
2 Retention Point Define the beliefs Keranique must create Approve the 120-day success path
3 Priority Plays Focus the work by impact and speed Approve first 30-day build priorities
4 Measurement Build CFO/CEO economics and test rules Approve KPIs before scaling
5 Ownership Assign each workstream to a named lead Approve cadence and legal review path
04
Evidence Standard
Facts, reported inputs, and assumptions.
The plan stays decisive while clearly labeling what must be validated.
Category What We Can Say Now How It Should Be Used
Known / Grounded
Keranique inputs		 Current flow has meaningful activity in the first 30 days; AS1 billing and shipment occur around Day 28–30; Amazon data indicates meaningful Subscribe & Save behavior. Use as the base diagnosis and immediate action plan.
Reported / To Validate
Keranique team		 TV orders are approximately 95% phone / 5% mobile; dashboard confidence has been questioned; flows are dated and need modernization. Use directional language until Cubes confirm by source and cohort.
Hypotheses to Test
 Month 2 and Month 3 support will improve continuation; first-box journey map will reduce surprise and confusion; reason-based save routing will reduce discount leakage. Launch controlled tests with KPIs, not broad scale.
Missing for Final Economics
 Day 30/60/90/120 active rates, margin per shipment, cancel reasons, refunds, chargebacks, discount cost, call time, cohort LTV. Required to model 1-, 3-, and 5-point retention lift.
05
Current Flow Facts
The Day-30 Risk Moment
The current customer journey creates a clear point where billing, product, and doubt can collide.
Timing Current Customer Experience Retention Implication
Day 1 Initial kit billed at $49.95 + free S/P. Includes brochure + minoxidil instruction card. Order confirmation email. Strong start — but the journey must be framed immediately.
Days 2–29 Six welcome emails: shipping, system walk-through, results/B&A, testimonial, motivation, one-month anniversary. Useful activity — but heavily front-loaded.
Days 28–30 AS1 order submitted, shipped, and first installment billed at $49.95 + $6.95 S/P. Includes larger kit and sample insert. Second shipment can feel like support or surprise depending on expectation-setting.
Days 58–120 Second and third AS1 installments; AS2 order submitted and shipped around Day 120. This period needs more proof, reassurance, progress language, and control.
Source: Keranique customer subscription flow materials provided to Eforce. Exact performance metrics require Cube validation.
06
Data Still Needed
Do not delay low-risk fixes — but do not quantify upside until these inputs are received.
Required Cubes / Dashboards
  • New customers per month by source and offer
  • Day 30/60/90/120 active rates by source
  • Accepted shipments, skips, cancels, refunds, and chargebacks
  • Cancel reason tags by timing and channel
  • Gross margin per shipment and average continuation shipments
  • Discount cost, call duration, complaint rate, and post-save survival
How to Label Unvalidated Data
1
"Reported by Keranique — to be validated in Cubes."
2
"Hypothesis to test before scaling."
3
"Required data to quantify financial lift."
4
"Highest-confidence first move."
Standard
Every recommendation must answer: why this, why now, why first, how measured, what can fail, and what action is next.
01
Section One
Define the Retention Problem
The customer buys on hope and fear. She stays only when belief is continuously supported.
08
Strategic Context
Keranique has a strong acquisition machine.
Retention needs the same level of engineering.
Current Strengths
  • Nearly 20 years in market with strong brand recognition
  • TV/direct response heritage with motivated phone buyers
  • Proven offer architecture, testimonials, and expert credibility
  • Amazon demand and replenishment behavior provide a learning lab
Current Friction
  • Retention communications concentrated in first 30 days
  • Flows and visual representation need modernization
  • Continuity not yet consistently framed as the customer's path to success
  • Dashboard confidence and economics require validation
09
Core Diagnosis
The Dangerous Silence Gap
The most dangerous time to go quiet is when she is still waiting for proof.
Day 0
Order
Day 7
Start
Day 30
⚠ Critical
Day 60
Decision
Day 90
Milestone
Day 120
Habit
Today: Activity Front-Loaded in First 30 Days
  • Buyer's remorse
  • Usage questions unaddressed
  • No visible regrowth yet
  • Billing and product build-up anxiety
Opportunity: Structured Support Through Day 120
  • Expectation-setting at every stage
  • Proof delivered at the right moment
  • Control language throughout
  • Progress and habit-building
10
The Retention Point
The customer does not become loyal when she receives product.
She becomes loyal when the journey feels worth continuing.
"I understand what is happening. I know what to do. I feel supported. I believe this is for me. I need to keep going."
Before the Retention Point
She is a buyer evaluating a product — sensitive to doubt, surprise shipments, and slow visible progress.
At the Retention Point
She becomes a guided participant in a 90-day confidence journey. Consistency feels like progress.
After the Retention Point
She sees continuity as support, not surprise billing. Ongoing routine feels rational and worth protecting.
Blueprint Implication
Make Day 0 / Day 7 / Day 21 / Day 30 / Day 60 intentional, measurable, and impossible to miss.
11
Five Beliefs That Must Be Installed
Every touchpoint should create one of these beliefs
before the customer is asked to keep paying.
1
I made the right decision
Immediate reassurance and post-order confirmation
2
I know how to use it
Simple instructions, video, packaging, and phone reinforcement
3
I know what to expect
Month-by-month timeline and progress normalization
4
Women like me stay with it
Real proof from women 40–70, including gray/silver representation
5
I am in control
Clear continuity language, cancel-anytime reassurance, no surprise shipments
Blueprint Question
Where in the first 120 days does Keranique deliberately create each of these five beliefs?
12
The Five Retention Systems
Retention should be managed as systems
that move women to the Retention Point — not isolated tactics.
1
120-Day Success On-Ramp
Fixes the Day 30–120 belief gap and guides women through the full decision window.
Must-Have
2
Five Retention Point Beliefs
Gives every touchpoint a job: reassure, educate, set expectations, prove, or reinforce control.
Must-Have
3
90-Day Success Map in the First Box
Makes the journey visible before the second shipment can feel like surprise billing.
Must-Have
4
Early Wins Before Visible Regrowth
Rewards consistency, correct use, and styling confidence while she waits for visible progress.
Priority
5
Diagnostic Save Desk
Saves solvable cancels, reduces discount leakage, lowers call time, and protects trust.
Priority
02
Section Two
Build the 120-Day Success On-Ramp
A retention system that tells each woman what to do, what to expect, what progress means, and why she should keep going.
14
Priority 1
120-Day Success On-Ramp
The new backbone of Keranique retention.
Day
0–7
Set Up Success
Confirm decision, introduce routine, remove confusion.
First impression is the belief foundation. Make her feel she made the right call before she uses the product once.
Day
8–30
Build Consistency
Create early wins before visible regrowth.
Routine, compliance cues, and styling confidence — not result promises.
Day
31–60
Fight Doubt
Normalize slower progress and reinforce proof.
Real-women stories, expert reassurance, and shipment reframing as Month 2 of the journey.
Day
61–90
Make Meaning
Help her see signs, track progress, and stay committed.
Progress checklist, photo tracking, before/after framing — give her evidence to hold on to.
Day
91–120
Convert to Habit
Move from trial to routine and continuing confidence.
Maintenance mindset, loyalty language, and continuity framed as protecting what she built.
Executive Recommendation
Make "90 days" the customer's visible success path, then extend support through Day 120 when habit and continuation are decided.
15
Quit Point Map
Retention improves when Keranique answers the customer's doubt
before she acts on it.
Timing Likely Customer Thought Retention Intervention
Day 7 "Am I using this correctly?" Usage video + routine checklist + short SMS reminder
Day 21 "I do not see anything yet." Expectation-setting email: why consistency matters now
Day 30 "Why is more product coming?" Reframe shipment as Month 2 support in the 90-day journey
Day 45 "Maybe this is not for me." Real-women proof + expert reassurance + styling win
Day 60 "Should I keep paying?" Progress checklist + "do not stop before 90 days" message
Day 90 "Now what?" Maintenance plan + next milestone + loyalty benefit
Day 120 "Do I still need this?" Routine protection story + social proof + continued-care offer
16
Priority 2
Rebuild the First Box as a 90-Day Success Guide
The first box is one of Keranique's most powerful retention moments because it arrives before visible proof.
Keep / Reinforce
  • Made-for-women positioning and 3-step system explanation
  • Clear application instructions and current kit visuals
  • Before/after proof and real-user examples approved by legal
  • Clinical/product role clarity in plain language
Upgrade Immediately
  • Make the dominant theme: "Your First 90 Days With Keranique."
  • Add AM/PM checklist and "use twice daily" cue where approved
  • Add photo/progress tracker with same mirror, light, and part instructions
  • Add QR codes to stage-matched videos, FAQ, real stories, and support
First-Box Rule
The insert should help her believe before she has visible proof.
17
Priority 3
Use the Phone Order to Begin Retention
For phone-driven TV buyers, retention starts before product ships.
What the Agent Should Install
  • 90-day expectation
  • Correct usage importance
  • Auto-ship purpose and delivery timing
  • Cancel-anytime reassurance
  • Watch-for/welcome message
  • "Stay with the journey" language
Recommended Retention Close
"You are all set. The most important thing is to use Keranique consistently and give your hair the full 90-day opportunity. We will send you simple reminders and tips along the way, and you are always in control of your plan."
Owner: Jeffrey for scripts and call center implementation. Legal language approval: Zachary + Ian.  |  Measure: Day 30/60 active rate by call center script version, call duration, complaint rate, and first-shipment cancellation reason.
18
Priority 4
Make Continuity Feel Like Control and Support
Clear, calm language can protect trust without suppressing response.
Risk to Avoid
  • Under-disclosure creates distrust, complaints, and cancellation anger
  • Overly legal wording can scare customers and depress response
  • Vague continuity wording can make the second shipment feel like a trap
  • Inconsistent phone, web, TV, and insert language increases service risk
Recommended Customer-Control Language
  • Offer screen: "Includes auto-ship delivery plus shipping. Cancel anytime."
  • Softer option: "Your plan includes auto-ship delivery plus shipping. Cancel anytime."
  • VO support: "And you are always in control — cancel anytime."
  • Final language to be approved by Keranique Legal before deployment
Note
Final continuity language should reflect the actual shipment and billing cadence and be approved across TV, phone, web, SMS, and call-center order paths.
19
Email + SMS Blueprint
The post-purchase flow should be rebuilt around timing, emotion, and behavior.
Owner: Peter for email/SMS implementation with Eforce strategy and copy support.
20
High-Impact Copy
Day 30 / Day 60 Messaging
Copy should sound like a trusted guide, not a promotional blast.
Day 30 Email
Subject Line
Month 2 Is Where Many Women Make the Biggest Mistake
You have already done the most important thing: you started. Now comes the part that matters most — staying consistent. Hair regrowth does not happen all at once, and many women stop too soon because they do not know what to expect. Keep going. Your 90-day journey is just getting started.
Day 60 SMS
You are at an important point in your Keranique journey. If you are not seeing everything you hoped for yet, do not panic — consistency through 90 days matters. Watch this 60-second reminder before making any changes.
Subject Line Bank
  • Before You Start Keranique, Read This
  • The First 7 Days Matter More Than You Think
  • Not Seeing Results Yet? Here Is Why That Can Be Normal
  • Do Not Stop Before Your Hair Has Had a Fair Chance
03
Section Three
Prioritize the Growth Plays
Use impact, speed, proof required, and economics to decide what Keranique should build first.
22
Force-Ranked Priorities
By financial impact and speed.
Do the work that prevents early doubt first; scale content and intelligence after the path exists.
Rank Initiative Impact Logic Speed
1Day 0–120 Success On-RampPrevents doubt before it becomes cancellation; all other plays feed into it.Fast
2First-Box 90-Day Success MapPhysical, immediate, impossible to miss; makes continuity feel like the path.Fast
3Phone-Order Retention CloseIf phone is the dominant TV order path, the call center is the first retention moment.Fast
4Continuity Control LanguageReduces subscription anxiety and complaints while preserving response.Fast
5Diagnostic Save DeskImmediate churn/cost lever; stops discount leakage and saves solvable cancels.Medium
6Day 30/60 Proof + YouTube Confidence LayerMakes CRM believable while customers wait for results.Medium
7Mature Women / Creator Proof SystemBelonging and trust multiplier after core flow is defined.Medium
8Lapsed Survey + Amazon Language LabCritical learning loop; best after immediate leakage points are covered.Fast
23
Blueprint Priority Matrix
Prioritize the work that changes behavior before cancellation risk increases.
High Business Impact
Tier 1: Build First — Easier to Implement
Day 0–120 flow reset
90-Day Success Map
Phone-order close
Continuity language
Tier 2: Scale After Learning — More Complex
Save Desk
YouTube confidence hub
Dashboard rebuild
Lower Impact — Easier
Lapsed survey
Amazon lab
Lower Impact — Complex
Creator proof system
Easier to Implement → More Complex
24
Priority 5
The Keranique Save Desk
A diagnostic retention system — not a cancellation rebuttal.
1
Identify
"What is the main reason?"
2
Route
Auto-ship / too much product / no results / price / risk
3
Offer Once
One solution matched to the real issue
4
Resolve
Save, delay, cancel cleanly, or escalate
5
Follow-Up
Reason-based email/SMS after the call
Diagnostic Opener
"I can help with that. Just so I handle this the right way, is the main reason you want to cancel because you do not want auto-ship delivery, you have too much product, or you have not seen the results you were hoping for yet?"
Owner: Jeffrey — scripts and call center training. Peter — post-save email/SMS triggers. Zachary + Ian — approved language.
25
Save Paths
Solve by reason, not by pressure.
Do not train customers to call for discounts. Match the solution to the true objection.
Cancel Reason What It Means Best Save Do Not Do Measure
No auto-ship deliveryControl concernDelay 60 days; 90-day cadence; cancel cleanlyArgue about subscriptionSave + no complaints
Too much productTiming problemSkip; delay; slow cadenceDiscount firstSaved without discount
No results yetExpectation / consistency gapUsage check; 90-day guide; delay shipmentPromise resultsSurvival 30/60 days
PriceValue / cash-flow issueShort-term care discountPermanent discount firstDiscount ROI
Medical / scalp concernRisk issueCancel or escalate cleanlySave attemptLow complaint risk
Angry / chargebackTrust breakdownResolve immediatelyLong rebuttalReduced chargebacks
30
Priority 8
Use Amazon as a Retention Learning Lab
Amazon data suggests women will subscribe and reorder when the experience feels trusted, easy, and low-friction.
9,757
Subscribe & Save subscribers (peak)
1.62×
Revenue vs. non-subscribers
$923K
Gross sales last 30 days
Signal from Amazon Insights Strategic Implication
S&S subscribers average 1.62× revenue vs. non-subscribers; projected 90-day S&S revenue of $444,154.66. Routine is not the enemy. Trust, clarity, and friction may be the bigger barriers.
YTD gross sales $5,075,276.20; YoY up more than $1.6M; last 30 days: $923,920.11. Demand is healthy — improve the post-order journey instead of assuming weak interest.
Overall conversion 29–36%; FBA listings convert at 39–41% vs. FBM at 15%. Simplicity, trust, and fulfillment confidence materially change behavior.
Owner: David for Amazon intelligence and testing. Data should be rechecked against current Amazon dashboard before financial decisions.
26
Save Desk Dashboard
Measure profitable saves, not just save rate.
Metric Group What to Track Management Question
Call reason tags No auto-ship delivery, too much product, no results, price, usage confusion, medical/scalp concern, billing/shipping issue. Which cancels are actually solvable?
Outcome tags Saved active, skipped shipment, moved to 60/90 days, discount applied, canceled cleanly, refunded, escalated. Which path creates the best survival?
Economic tags Call duration, discount cost, refund after save, chargeback after save, survival after 30/60 days. Which agents save profitably?
KPI upgrades Save rate by reason and agent, calls over 8 minutes, discount by reason, post-save survival, complaint rate. Where does education beat discounting?
27
Priority 6
YouTube Confidence Engine
Use video as the visual proof layer inside the 120-day journey.
Why It Matters
  • Customers search for reassurance, usage help, proof, and answers while they wait for visible progress
  • General YouTube search can expose old packaging, mixed instructions, outdated visuals, or competitor narratives
  • Video makes email, SMS, package inserts, and call center saves more believable
What to Build
  • "Start Here" playlist with current kit, current claims, and current packaging
  • Day 0 / 7 / 21 / 30 / 60 / 90 videos mapped to the journey
  • Usage demos, expectation videos, expert Q&A, real-women proof, and styling help
  • Stage-specific links in every email/SMS and QR code in the first-box guide
Owner: Olivya for creative videos + YouTube, with Eforce strategy and Zachary/Ian legal review for claims and testimonial disclosures.
28
90-Day Confidence Journey Videos
Answer the questions she is afraid to ask
before they become cancellations.
Day Customer Question Recommended Video
0"Did I make the right decision?"Welcome from a mature woman + expert reassurance.
7"Am I using this correctly?"2-minute usage demo: exactly how to apply and stay consistent.
21"Why do I not see more yet?"Expectation-setting: early consistency is the first win.
30"Why am I getting more?"Reframe shipment as Month 2 of the 90-day commitment.
60"Should I keep going?"Real-women proof + progress checklist + styling confidence.
90+"What now?"Maintenance mindset: protect routine and continue care.
Action
Every post-purchase email/SMS should carry one stage-matched video link. The flow should not ask her to read more; it should help her believe more.
29
Priority 7
Mature Proof and Representation System
Representation is a retention issue, not just brand aesthetics.
Brand Gap to Fix
  • If imagery does not reflect women 50, 60, 70+ — including gray-haired women — customers may not fully believe Keranique is for them
  • Younger-only beauty imagery can weaken trust with the core TV customer
  • Retention needs customers to think: "women like me stay with it"
Recommended Proof Mix
  • Real customers 40–70
  • Gray/silver-haired women and textured/varied hair types
  • Mature beauty creators and stylists for thinning hair
  • Stories from women who almost quit but continued
  • Clear Actual User / Real User / consideration disclosures as required
Voice Standard
Dignity, honesty, beauty, confidence, control, and progress over perfection.
31
Priority 9
Ask Lapsed Customers Why They Left
The fastest way to improve retention is to learn the actual cancellation language from women who already left.
Survey Questions
  • What made you start Keranique?
  • When did you decide to stop?
  • What disappointed or confused you?
  • Did you use it consistently?
  • What would have helped you stay?
  • Would you try again with better guidance?
Outputs Keranique Should Use
  • Top 10 cancellation reasons
  • Customer language library
  • Save-flow routes and proof assets
  • New Day 30/60 messaging
  • Winback offers and reactivation paths
  • Insight loop for Amazon/reviews/social listening
04
Section Four
Measure Before Scaling
The Blueprint should prove business impact, not just launch more activity.
33
CEO / CFO Economic Model
The business case is not "send more emails."
It is: reduce preventable churn after acquisition cost is already paid. Model the upside at 1-point, 3-point, and 5-point retention improvement.
The Model
Incremental retained customers × contribution per shipment × incremental shipments
minus program cost, discount cost, refunds, and service cost
Model at 1, 3, and 5-Point Retention Lift
  • New customers per month by source
  • Gross margin per continuity shipment
  • Average continuation shipments
  • Cancel rate by Day 30/60/90/120
  • Discount, refund, call time, and chargeback cost
Decisions This Model Should Answer
  • Which initiative pays back fastest?
  • What is the value of one extra retained shipment?
  • Where does discounting hurt profit?
  • Which cancel reasons are worth saving?
  • What should be funded first?
34
Measurement Framework
Keranique should measure commitment signals,
not just orders and cancellations.
Metric Family What to Measure Why It Matters
EngagementEmail opens/clicks, SMS clicks, video views by dayShows whether the On-Ramp is being consumed
ComplianceUsage video clicks, tracker downloads, insert QR scansSignals correct product use and understanding
ContinuationDay 30/60/90 active status, shipment acceptance, skips vs. cancelsShows whether belief survives the journey
Customer VoiceCancellation reasons, survey responses, call center notesIdentifies objections before they become systemic
FinancialGross retention, net revenue retention, LTV by cohort, payback periodProves business impact
CreativeProof video views, testimonial clicks, YouTube retention audiencesShows what content creates belief
35
Before Scaling
What Must Be Measured Before Scaling
Each test needs an audience, KPI, decision rule, and failure metric.
Before scaling... Must Know Decision Rule
Day 0–120 flow Day 60 and Day 90 active lift vs. holdout; opt-out/complaint rates. Scale only if continuation improves without meaningful complaint or unsubscribe lift.
90-Day Success Map QR scans, support contacts, Day 90 retention by insert version. Scale if scans and retention improve enough to pay for insert cost.
Phone close Day 30/60 retention by script version, call time, complaints. Scale if retention improves without longer calls or new service risk.
Save Desk Save by reason, discount cost, 30/60-day post-save survival, refunds/chargebacks. Scale paths that create profitable saves; retire paths that create delayed churn.
YouTube/video Video view completion, click behavior, downstream retention by cohort. Scale only videos tied to measurable commitment or lower cancel reasons.
36
90-Day Testing Plan
A small number of focused tests can create fast learning.
Test Audience Primary KPI Why It Matters
Day 30 reassurance emailNew customersDay 60 active rateAddresses the dangerous silence gap.
90-Day Success Map insertNew shipmentsQR scans + Day 90 retentionMakes the journey visible in the box.
Call center retention closePhone ordersDay 30/60 retentionStarts retention at acquisition.
YouTube usage video in SMSNew customersVideo view + Day 60 retentionImproves usage and confidence.
Cancel reason routingCancel-intent customersSave rate + complaint rateStops treating all cancels the same.
Lapsed surveyPast cancelsResponse rate + reactivationFinds the real language of lost customers.
37
Implementation Roadmap
30 / 60 / 90 Day Plan
Start with the highest-confidence, highest-impact moves.
Days 1–30
Foundation
Confirm data baseline
Build Day 0–60 flow map
Draft first 12 email/SMS touches
Write call center retention close
Design 90-Day Success Map
Define cancel reason codes
Select proof videos and testimonials
Days 31–60
Launch
Launch Day 0–60 communications
Add YouTube/video assets to flows
Test Month 2 message
Implement cancel reason routing
Launch lapsed customer survey
Begin weekly dashboard review
Days 61–90
Scale
Expand flow to Day 120
Add creator and stylist content
Test package insert lift
Build winback tracks
Optimize by cohort and source
Present retention lift and next roadmap
Management Cadence
Weekly 30-minute working session — Biweekly KPI review — Monthly priority reset
38
Operating Cadence and Ownership
The Blueprint needs named ownership
or it becomes another set of ideas.
Workstream Owner / Lead Weekly Output
Priority DecisionsIan, Keranique + EforceDecision log and force-ranked priority list
Email + SMSPeterFlow status, copy approvals, test results, next creative
Call Center ScriptsJeffreyScript adherence, objections, call time, and retention insights
Data Cubes + DashboardsPeter & AndrewCohort report by source, offer, cancel reason, and economics
Creative Videos + YouTubeOlivyaVideo, testimonial, insert, and YouTube content roadmap
AmazonDavidAmazon subscription, conversion, review, and bundle learning loop
Legal / ComplianceZachary + IanClaim, offer, testimonial, continuity, and package language approvals
39
Legal, Claim, and Trust Guardrails
Keep the Blueprint persuasive without overclaiming.
Area Guardrail
Product / regrowth claims Use Keranique-approved claim language only. Avoid unsupported guaranteed-result language. Exact "FDA-approved" wording and graphics require legal approval.
Expectations Emphasize consistency, correct use, and a fair 90-day opportunity. Do not promise individual results.
Continuity disclosures Make terms clear, proximate, and control-oriented across phone, web, TV, SMS, insert, and order path.
Testimonials / social proof Use first name / last initial / age when available. Add Actual User / Real User and promotional consideration disclosures when required.
Data and economics Label unvalidated metrics as reported or hypothesis. Do not quantify financial upside until Cubes are received.
Note
Final deployment language should be approved by Keranique Legal before use.
40
Implementation Risks and Controls
The Blueprint is an operating system, not a campaign.
Risk Control
Flow reset becomes more noise Each message has one job: reassure, educate, prove, or recommit.
90-Day Map is ignored Make it premium, visual, QR-enabled, and referenced by email/SMS/call center.
Agents over-promise results Ask duration + consistency; say "give it the best chance," not "it will work."
Save Desk becomes discount desk Discount only after diagnosis confirms price as the true issue.
YouTube becomes a content project Only build videos that answer cancellation questions or create commitment signals.
Dashboard reports activity only Track survival, skips, cancels, refunds, complaints, chargebacks, and engagement by cohort.
41
Decisions Requested from Keranique
Five decisions required to move from Blueprint to implementation.
1
Approve the strategy frame Retention is a 120-day belief system, not a 30-day email flow.
2
Approve the first 30-day build Day 0–60 flow, phone close, Success Map, cancel reason codes, Save Desk guardrails.
3
Approve the data pull Cubes by source, offer, Day 30/60/90/120, cancel reason, refund/chargeback, and margin.
4
Approve the legal review path Continuity wording, regrowth claims, testimonial disclosures, and package copy.
5
Approve the proof and content plan 90-Day Confidence Journey videos, mature representation, real-user proof, and YouTube usage videos.
Decision Standard
Launch low-risk Tier 1 fixes immediately. Use Cubes to quantify lift and prioritize scale.
Keranique Retention Blueprint — Eforce Brands
A customer who cancels before Day 60 may not be rejecting Keranique.
She may simply not have reached her Retention Point yet.

Eforce can help Keranique turn first-time buyers into supported participants in a guided regrowth and confidence journey.
Eforce Brands — Confidential Strategy Blueprint