Sohee Lash Atelier

Background

Sohee Lash Atelier does classic and volume lash extensions out of a small two-bed studio above a Cheongdam optician. The economics of lashes depend on one thing: customers coming back every 3–4 weeks for a touch-up. Without the cycle, a ₩180,000 full set is a one-time ticket. With the cycle, the same customer is worth ₩60,000 in touch-ups every month for a year or more. Sohee knew this. She also knew that roughly 62% of her customers weren't returning — they were getting their lashes done somewhere else for the touch-up, or letting them fall out and restarting months later somewhere new.

What we tried

We built her a joayo "cycle offer": every customer who completed a full set was automatically enrolled in a 25-day follow-up sequence. On day 25, joayo sent a push — "your touch-up slot is available, Thursday or Saturday, ₩54,000 (₩6,000 off) if you book this week." No spam. One nudge, one window, one small discount that made the decision automatic.

What happened

The return rate jumped almost immediately. Within six weeks, 79% of new full-set customers were booking the touch-up inside the 28-day window — up from 38% before. More importantly, those customers kept coming. By month four, Sohee's average customer was completing 3.2 touch-up cycles. Her revenue per new customer over the first 120 days went from ₩198,000 to ₩364,000.

Why the 25-day timing

Sohee tested 21, 25, and 28. Twenty-one was too early — customers felt their lashes still looked fine. Twenty-eight was too late — a meaningful number had already lost enough lashes to feel they needed a new full set, and some had booked elsewhere. Twenty-five was the sweet spot: the lashes looked worn but redeemable, and the nudge hit before the customer had actively decided to go anywhere else.

What Sohee says

"리마인더를 제가 직접 보내려고 하면 까먹거나, 너무 많이 보내거나 둘 중 하나였어요. 25일 딱 한 번, joayo가 대신 해주니까 손님들이 '아 맞다' 하면서 그냥 예약하시더라고요. 제가 영업을 안 해도 되는 게 제일 편해요."

What's next

Sohee is testing a 6-month paid membership — ₩330,000 for six touch-ups booked through joayo — for her top-tier regulars. Early sign-ups suggest it will lock in roughly 35% of her book into predictable revenue.