How Evolve Saved £10k in Inventory Costs with Data-Driven Product Decisions

Customer

Evolve Organic Beauty is a clean beauty brand with a portfolio of hero products and a long-running free sample program designed to introduce customers to new products and drive repeat purchase.

The Challenge

Evolve had historically assumed that best-selling hero products should always be included as free sachets. However, despite strong full-size sales, some of these products underperformed when sampled.

Without visibility into how individual sachets influenced downstream purchases, it was difficult to understand whether the issue was product demand, sample format, or customer experience. Decisions about which samples to include were therefore based largely on brand intuition rather than evidence.

The team needed a way to evaluate product experience in context, not just top-line sales performance.

How Evolve Used Menza

Using Menza, Evolve compared sachet exposure to downstream full-size purchases at the individual product level.

Menza made it possible to identify products where the sachet format removed key elements of the product experience, such as application method or texture, which negatively impacted repurchase behavior. This allowed the team to separate strong product demand from poor sample suitability and quantify the true impact of each sachet on conversion.

Impact

• Removed underperforming sachets even when the full-size product was a hero SKU
• Reintroduced previously discontinued sachets that showed unexpectedly strong repurchase rates
• Replaced assumption-driven decisions with quantified product experience insights
• Improved both customer experience and conversion outcomes

Customer Quote

We realized the sachet removed the key experience of the product, which explained the poor repurchase rate. — Beatrice Piazza, Head of Ecommerce