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  • The brief
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Generated Oct 21, 2026
  1. Programmable
  2. Playbooks
  3. Theraplex
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growth playbook · Oct 21, 2026

theraplex.com (opens in a new tab)

Theraplex growth playbook

Diagnosis

Theraplex has a credible story (dermatologists bought it to keep it available), formulas that have not changed in 30 years and a site real visitors find fast. But the store undercuts itself: two bundles cost more than buying the parts, the subscription banner promises 20% when plans give 10%, return policies contradict each other, and placeholder link labels and an empty Mission page remain.

This playbook fixes pricing and promises first, then adds condition guides, a trial kit, dermatologist cards, affiliates and reorder emails, and bets on new channels, patient groups and international sales.

Growth Score

6/10

Biggest Opportunity

Turn the dermatologist ownership and recommendations into a tracked channel, with bundles and subscriptions that make repeat buying obviously cheaper.

Biggest Risk

Vanicream, Eucerin, CeraVe and Aquaphor are on pharmacy shelves with large budgets, and inconsistent prices and policies make a small brand look less trustworthy.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Make the bundles cheaper than buying the two products separately

    Change the two bundle prices today and add a compare-at price to all four.

    High impact First result in 2 weeks
  2. 2

    Make the "up to 20%" subscription banner match the plans, or raise the plans to match it

    Decide between changing the banner and adding a 20% tier.

    High impact First result in 2 weeks
  3. 3

    Replace the 32 "Label for the product link" placeholders and give the homepage a real title

    Fix the theme snippet that writes the link label.

    Medium impact First result in 1 week

02

Your idea portfolio

20 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 6 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 3Big bets · 5Fill-ins · 8Reconsider · 4
Effort →

Showing 20 of 20 ideas

This week 5

Quick wins with a clear first action.

  • 01

    Two of Theraplex's four bundles cost a cent more than the same two products bought on their own: the Daily Hydration Bundle (Hydrolotion and ClearLotion Pour) is $40.99 against $40.98, and the Sensitive Skin Bundle (ClearLotion and Barrier Balm) is $47.99 against $47.98. The Daily Hydration Spray bundle saves $0.99. Yet the bundle copy promises "all while saving money", and the single products can be put on subscription for up to 10% off while bundles cannot. A shopper who checks, and sensitive-skin shoppers compare carefully, finds the bundle is the worst way to buy.

    High impactLow effort First result in 2 weeks Ecommerce Manager

    First action

    Change the two bundle prices today and add a compare-at price to all four.

    How to measure it

    Orders that include a bundle

    Now
    –
    Target
    25%
    By
    60 days

    Steps

    1. 1

      Agree prices

      A 10-15% saving on every bundle, checked against margin.

      CEO 1 day

    2. 2

      Update prices

      New bundle prices and compare-at prices in Shopify.

      Ecommerce Manager 1 hour

    3. 3

      Fix the copy

      Show the dollar saving in each bundle description.

      Ecommerce Manager 1 hour

    4. 4

      Add subscriptions

      Subscribe and save on the four bundles.

      Ecommerce Manager 1 day

    5. 5

      Suggest bundles

      On the matching single-product pages.

      Ecommerce Manager 1 day

    6. 6

      Email the list

      Announce the routine bundles to newsletter subscribers.

      Marketing Manager 1 week

    7. 7

      Measure

      Bundle share and average order value.

      Ecommerce Manager monthly

    First result
    2 weeks
    Cost
    Lower margin per bundle
    Owner
    Ecommerce Manager

    Smallest test

    Reprice the Daily Hydration bundle for two weeks and compare orders.

    Why it works

    Set every bundle at a visible saving of 10% to 15% (for example Daily Hydration at $36.99, Sensitive Skin at $42.99), show the separate price crossed out with "Save $4" on the bundle page and in the menu, and add subscribe and save to bundles at the same rate as single products. Use bundles as the default suggestion on the Hydrolotion, ClearLotion and Barrier Balm pages.

    A real saving is what makes a bundle work, and it lifts order value: a two-product bundle is a bigger first order and starts a two-product routine that customers reorder.

    Ready to use

    CopyBundle prices now and proposed

    Bundle | Now | Separate | Proposed
Daily Hydration (Pour) | $40.99 | $40.98 | $36.99
Sensitive Skin | $47.99 | $47.98 | $42.99
Daily Hydration (Spray) | $39.99 | $40.98 | $36.99
Eczema Therapy | $42.99 | $47.98 | $41.99

    Risks and how to handle them

    • Margin falls

      The larger order and repeat rate should cover a 10% saving; check after 60 days.

    • Subscription stacking

      Cap the combined discount at the bundle rate plus 10%.

    Evidence

    • Your catalogueBundle prices against the same products bought separately (product feed, October 20, 2026): Daily Hydration Bundle - Hydrolotion & Clearlotion Pour $40.99 vs Hydrolotion 8oz $20.99 + ClearLotion Pour 8oz $19.99 = $40.98; Sensitive Skin Bundle - ClearLotion & Barrier Balm $47.99 vs ClearLotion $19.99 + Barrier Balm 6oz $27.99 = $47.98; Daily Hydration Spray Bundle $39.99 vs $40.98 (saves $0.99); Eczema Therapy Bundle (AIM 3oz and Eczema Therapy 6oz) $42.99 vs $47.98 (saves $4.99). Both Daily Hydration bundle descriptions promise "all while saving money".Source
    • Your catalogueSubscriptions: the site-wide banner says "Save up to 20% off your subscription orders". The subscription plans on single products (Hydrolotion, ClearLotion, Barrier Balm, Eczema Therapy, Emollient, AIM) take 5% off the first order and 10% after, with a two-order minimum, delivered every 1, 2 or 3 months; the FAQ says subscribers "receive 10% off each order". None of the four bundles offers a subscription.Source
    • Your catalogue12 products from $19.99 to $47.99: Hydrolotion 8oz, ClearLotion Pour and Spray, Barrier Balm 6oz, Emollient (3oz sold out), Eczema Therapy (colloidal oatmeal), AIM anti-itch cream (with hydrocortisone use directions), FT Exfoliating Emollient Cream Peppermint 3oz (added July 2026, "for callused feet & Keratosis Pilaris"), and four bundles. The homepage announces "New ClearLotion Spray" and "FT Emollient It's back".Source
  • 02

    The banner on every page says "Save up to 20% off your subscription orders", but the plans give 5% on the first order and 10% after, and the FAQ says 10%. A subscriber who expected 20% feels misled at the first charge.

    High impactLow effort First result in 2 weeks Ecommerce Manager

    First action

    Decide between changing the banner and adding a 20% tier.

    How to measure it

    Orders on subscription

    Now
    –
    Target
    20%
    By
    90 days

    Steps

    1. 1

      Decide

      Banner or plan change.

      CEO 1 day

    2. 2

      Update plans

      Add the tier if chosen.

      Ecommerce Manager 1 day

    3. 3

      Update banner

      Exact wording.

      Ecommerce Manager 1 hour

    4. 4

      Update FAQ

      Same numbers.

      Customer Service Lead 1 hour

    5. 5

      Product pages

      Show the saving.

      Ecommerce Manager 1 day

    6. 6

      Measure

      Subscription share and cancellations.

      Ecommerce Manager monthly

    First result
    2 weeks
    Cost
    $0
    Owner
    Ecommerce Manager

    Smallest test

    Change the banner wording today.

    Why it works

    Either change the banner to "Save 10% on every subscription order", or add a 20% tier (for example after the third order) so the claim is true. Show the exact saving on each product page next to the subscription option.

    Accurate promises protect trust, and daily moisturizers are natural repeat purchases worth selling on subscription.

    Risks and how to handle them

    • Higher discount cuts margin

      Apply 20% only from the third order.

    Evidence

    • Your catalogueSubscriptions: the site-wide banner says "Save up to 20% off your subscription orders". The subscription plans on single products (Hydrolotion, ClearLotion, Barrier Balm, Eczema Therapy, Emollient, AIM) take 5% off the first order and 10% after, with a two-order minimum, delivered every 1, 2 or 3 months; the FAQ says subscribers "receive 10% off each order". None of the four bundles offers a subscription.Source
    • Your websiteFAQ: products made in the USA, vegan and cruelty free; samples or trial sizes "At this moment; no but its coming soon!"; "a fully flexible 30 day return policy" with free returns; a wholesale program with an inquiry form; influencers by email; "We are currently working on setting up a formal affiliate progam through ShareASale".Source
  • 03

    The product grid uses the theme's placeholder link label "Label for the product link" 32 times on the homepage, so screen reader users hear it instead of product names. The homepage title is just "Theraplex" with no description or share image, and one bundle is spelled "Hydrlotion".

    Medium impactLow effort First result in 1 week Ecommerce Manager

    First action

    Fix the theme snippet that writes the link label.

    How to measure it

    PageSpeed accessibility score

    Now
    –
    Target
    95+
    By
    30 days

    Steps

    1. 1

      Fix label

      Theme product card snippet.

      Ecommerce Manager 2 hours

    2. 2

      Write title

      Homepage title and description.

      Marketing Manager 1 hour

    3. 3

      Share image

      For link previews.

      Marketing Manager 1 hour

    4. 4

      Fix names

      "Hydrlotion" and other typos.

      Ecommerce Manager 1 hour

    5. 5

      Check other pages

      Collections and product pages.

      Ecommerce Manager 1 hour

    6. 6

      Retest

      PageSpeed and a screen reader.

      Ecommerce Manager 1 day

    First result
    1 week
    Cost
    $0
    Owner
    Ecommerce Manager

    Smallest test

    Fix the label snippet today.

    Why it works

    Set the link labels to the product name, write a homepage title and description ("Theraplex: dermatologist-recommended moisturizers for eczema and sensitive skin"), add a share image, and fix the bundle name.

    People with skin conditions include many shoppers who rely on accessible sites, and a descriptive title helps search and link previews.

    Risks and how to handle them

    • Theme update overwrites fixes

      Note changes for the next update.

    Evidence

    • Your websiteHomepage: the page title is just "Theraplex", there is no meta description or social share image, and the hidden link label "Label for the product link" appears 32 times in the product grid, so screen readers announce it on every product. One bundle is named "Daily Hydration Bundle - Hydrlotion & Clearlotion Spray". Claims: "Innovating for over 30 years", "Simple, effective formulation", "Dermatologists tested and recommended".Source
    • Google PageSpeedHomepage on mobile: performance 62/100 (desktop 55); in the lab test the main slider image takes 16.2s to appear, the page downloads 4.7 MB in 297 requests, 1.5 MB of it from 13 third-party services; two review apps (Yotpo and Judge.me) both load. Real visitors pass Core Web Vitals (Chrome UX Report: largest content in 1.3s at the 75th percentile, interaction delay 79 ms, layout shift 0.08).Source
  • 04

    The FAQ promises a full refund for any reason within 30 days, but an older page at /pages/refund-policy says personal care goods "such as beauty products" cannot be returned and items need "tags".

    Medium impactLow effort First result in 1 week Customer Service Lead

    First action

    Redirect the old page.

    How to measure it

    Policy questions to support

    Now
    –
    Target
    -50%
    By
    60 days

    Steps

    1. 1

      Decide the rule

      Opened products and time limit.

      CEO 1 day

    2. 2

      Rewrite policy

      Plain language.

      Customer Service Lead 2 hours

    3. 3

      Redirect old page

      To the store policy.

      Ecommerce Manager 1 hour

    4. 4

      Update FAQ

      Same wording.

      Customer Service Lead 1 hour

    5. 5

      Link from product pages

      Short "30-day returns" note.

      Ecommerce Manager 1 hour

    6. 6

      Track

      Questions and returns.

      Customer Service Lead monthly

    First result
    1 week
    Cost
    $0
    Owner
    Customer Service Lead

    Smallest test

    Redirect the page today.

    Why it works

    Delete or redirect /pages/refund-policy to the store policy, rewrite the store policy in the FAQ's plain language (30 days, free returns, opened products accepted if that is the rule), and link one policy everywhere.

    A clear, generous return promise reduces the risk of trying a new moisturizer, which matters for sensitive skin.

    Risks and how to handle them

    • More returns

      Track the rate; most moisturizer buyers keep products.

    Evidence

    • Your websiteTwo return policies disagree. The store policy (/policies/refund-policy) gives 30 days for unused items. The older page /pages/refund-policy (dated July 20, 2023) says personal care goods "such as beauty products" cannot be returned and items must be "unworn or unused, with tags". The FAQ promises a full refund for any reason.Source
    • Your websiteFAQ: products made in the USA, vegan and cruelty free; samples or trial sizes "At this moment; no but its coming soon!"; "a fully flexible 30 day return policy" with free returns; a wholesale program with an inquiry form; influencers by email; "We are currently working on setting up a formal affiliate progam through ShareASale".Source
  • 05

    The Our Mission page has no content, while the Media page tells the strongest story the brand has: Dr. Kenneth Beer and his peers bought the company because their patients could not find it.

    Medium impactLow effort First result in 1 month Marketing Manager

    First action

    Draft the story from the Media page.

    How to measure it

    Conversion after visiting the page

    Now
    –
    Target
    +20%
    By
    90 days

    Steps

    1. 1

      Interview

      The owners.

      Marketing Manager 1 week

    2. 2

      Write

      Story and timeline.

      Marketing Manager 1 week

    3. 3

      Film

      Short video.

      Marketing Manager 2 weeks

    4. 4

      Publish

      Our Mission page.

      Ecommerce Manager 1 day

    5. 5

      Link

      Homepage and About.

      Ecommerce Manager 1 hour

    6. 6

      Use in ads

      Story as creative.

      Marketing Manager ongoing

    First result
    1 month
    Cost
    Staff time only
    Owner
    Marketing Manager

    Smallest test

    Publish the written story this week.

    Why it works

    Write the page around that story: why the dermatologists bought it, the early-90s science, 30 years of the same formulas, and what they recommend for each condition, with a short video. Link it from the homepage.

    Doctors buying a brand to keep it available is a rare and credible reason to trust a skincare company.

    Risks and how to handle them

    • Medical claims

      Keep to the doctors' own published statements.

    Evidence

    • Your websiteAbout page: products "built upon a groundbreaking discovery made by research scientists in the early 90s"; "Dermatologists have recommended our products for 30 years and counting"; free of preservatives, parabens, fragrances, lanolins and phthalates; hypoallergenic, noncomedogenic, not tested on animals. The separate Our Mission page has no content apart from the newsletter signup and footer.Source
    • Your websiteMedia page: dermatologists Dr. Peter Lio and Dr. Mona Gohara discuss Theraplex AIM for eczema, psoriasis and dermatitis; "When Dr. Kenneth Beer could no longer find Theraplex ... he and his peers decided to buy the company to ensure it would be available to help patients nationwide"; press includes a Martha Stewart segment on winter skin and a local TV news story about a child with psoriasis.Source
    • Search resultsWalmart.com has a Theraplex brand page and Hydrolotion listings. Trade coverage from 1989-1990 describes the line as an early product of Medicis Pharmaceutical, for "dry or certain inflammatory skin conditions, such as psoriasis, eczema and icthyosis".Source

This quarter 10

The core plays for the next three months.

  • 06

    Theraplex was made for "dry or certain inflammatory skin conditions, such as psoriasis, eczema and icthyosis", and it now sells for keratosis pilaris too. The site has collections but only one blog article from 2023.

    High impactMedium effort First result in 1 quarter Marketing Manager

    First action

    Write the ichthyosis guide first.

    How to measure it

    Monthly clicks

    Now
    –
    Target
    2,000
    By
    2 quarters

    Steps

    1. 1

      Pick conditions

      Four.

      Marketing Manager 1 day

    2. 2

      Write

      With a dermatologist review.

      Marketing Manager 1 month

    3. 3

      Routines

      Products per step.

      Ecommerce Manager 1 week

    4. 4

      Publish

      Linked from collections.

      Ecommerce Manager 1 week

    5. 5

      Promote

      Newsletter and social.

      Marketing Manager ongoing

    6. 6

      Measure

      Clicks and sales.

      Ecommerce Manager monthly

    First result
    1 quarter
    Cost
    Writing time
    Owner
    Marketing Manager

    Smallest test

    Publish one condition guide.

    Why it works

    Write one guide per condition: what helps, a routine with the right products, what dermatologists say, and common questions. Link each to the matching bundle.

    People search by condition, not by product name, and few sensitive-skin brands cover ichthyosis well.

    Risks and how to handle them

    • Drug claims

      Have the dermatologists review wording.

    Evidence

    • Search resultsWalmart.com has a Theraplex brand page and Hydrolotion listings. Trade coverage from 1989-1990 describes the line as an early product of Medicis Pharmaceutical, for "dry or certain inflammatory skin conditions, such as psoriasis, eczema and icthyosis".Source
    • Your websiteSitemap: 42 URLs (18 pages, 12 products, 8 collections, the blog and agents.md). The blog has one article, "The Ultimate Guide to Sensitive Skin Lotions", from July 19, 2023. Collections: Daily Hydration, Eczema Therapy, Keratosis Pilaris and Bundles.Source
    • Your catalogue12 products from $19.99 to $47.99: Hydrolotion 8oz, ClearLotion Pour and Spray, Barrier Balm 6oz, Emollient (3oz sold out), Eczema Therapy (colloidal oatmeal), AIM anti-itch cream (with hydrocortisone use directions), FT Exfoliating Emollient Cream Peppermint 3oz (added July 2026, "for callused feet & Keratosis Pilaris"), and four bundles. The homepage announces "New ClearLotion Spray" and "FT Emollient It's back".Source
    • Your websiteMedia page: dermatologists Dr. Peter Lio and Dr. Mona Gohara discuss Theraplex AIM for eczema, psoriasis and dermatitis; "When Dr. Kenneth Beer could no longer find Theraplex ... he and his peers decided to buy the company to ensure it would be available to help patients nationwide"; press includes a Martha Stewart segment on winter skin and a local TV news story about a child with psoriasis.Source
  • 07

    The FAQ answers the samples question with "no but its coming soon!". Sensitive-skin shoppers hesitate to buy a full bottle of something new.

    High impactMedium effort First result in 1 quarter Ecommerce Manager

    First action

    Price the trial kit.

    How to measure it

    Trial buyers who buy full size

    Now
    –
    Target
    35%
    By
    2 quarters

    Steps

    1. 1

      Source sizes

      Small containers.

      Operations Manager 1 month

    2. 2

      Price

      With credit back.

      CEO 1 week

    3. 3

      Build product

      Shopify listing.

      Ecommerce Manager 1 day

    4. 4

      Follow-up emails

      Day 7 and 14.

      Marketing Manager 1 week

    5. 5

      Promote

      Ads and social.

      Marketing Manager ongoing

    6. 6

      Measure

      Conversion to full size.

      Ecommerce Manager monthly

    First result
    1 quarter
    Cost
    Packaging costs
    Owner
    Ecommerce Manager

    Smallest test

    Offer 100 kits to newsletter subscribers.

    Why it works

    Sell a $9.99 trial kit (small Hydrolotion, ClearLotion and Barrier Balm) with a code for the price back on the first full-size order, and follow up by email after seven days.

    A low-risk first purchase turns hesitant visitors into customers who reorder full sizes.

    Risks and how to handle them

    • Low margin on kits

      Count it as acquisition cost.

    Evidence

    • Your websiteFAQ: products made in the USA, vegan and cruelty free; samples or trial sizes "At this moment; no but its coming soon!"; "a fully flexible 30 day return policy" with free returns; a wholesale program with an inquiry form; influencers by email; "We are currently working on setting up a formal affiliate progam through ShareASale".Source
    • Your catalogue12 products from $19.99 to $47.99: Hydrolotion 8oz, ClearLotion Pour and Spray, Barrier Balm 6oz, Emollient (3oz sold out), Eczema Therapy (colloidal oatmeal), AIM anti-itch cream (with hydrocortisone use directions), FT Exfoliating Emollient Cream Peppermint 3oz (added July 2026, "for callused feet & Keratosis Pilaris"), and four bundles. The homepage announces "New ClearLotion Spray" and "FT Emollient It's back".Source
    • Social profilesInstagram (@theraplexco), TikTok, Facebook and YouTube are linked; the YouTube channel has 26 subscribers, 31 videos and about 12,500 views. Newsletter "The Skinny on All Things Skin" runs on Klaviyo.Source
  • 08

    The owners are dermatologists and the brand has been recommended by dermatologists for 30 years. There is no way to track which patients come from a recommendation.

    High impactMedium effort First result in 1 quarter CEO

    First action

    Print cards for the owners' practices.

    How to measure it

    Office-code orders

    Now
    –
    Target
    200 a month
    By
    2 quarters

    Steps

    1. 1

      Design cards

      With code.

      Marketing Manager 1 week

    2. 2

      Create codes

      Per office.

      Ecommerce Manager 1 day

    3. 3

      Start with owners

      Their practices.

      CEO 2 weeks

    4. 4

      Recruit offices

      Through peers.

      CEO 1 quarter

    5. 5

      Report

      Orders per office.

      Ecommerce Manager monthly

    6. 6

      Expand

      Best regions.

      CEO quarterly

    First result
    1 quarter
    Cost
    Printing and samples
    Owner
    CEO

    Smallest test

    Run cards in one practice for a month.

    Why it works

    Give dermatology offices cards with a code for the patient's first order and samples, and report to each office. Start with the owners' own networks.

    A recommendation at the appointment is the most trusted route for a sensitive-skin product.

    Risks and how to handle them

    • Professional rules

      Avoid paying for recommendations.

    Evidence

    • Your websiteMedia page: dermatologists Dr. Peter Lio and Dr. Mona Gohara discuss Theraplex AIM for eczema, psoriasis and dermatitis; "When Dr. Kenneth Beer could no longer find Theraplex ... he and his peers decided to buy the company to ensure it would be available to help patients nationwide"; press includes a Martha Stewart segment on winter skin and a local TV news story about a child with psoriasis.Source
    • Your websiteAbout page: products "built upon a groundbreaking discovery made by research scientists in the early 90s"; "Dermatologists have recommended our products for 30 years and counting"; free of preservatives, parabens, fragrances, lanolins and phthalates; hypoallergenic, noncomedogenic, not tested on animals. The separate Our Mission page has no content apart from the newsletter signup and footer.Source
    • Your websiteFAQ: products made in the USA, vegan and cruelty free; samples or trial sizes "At this moment; no but its coming soon!"; "a fully flexible 30 day return policy" with free returns; a wholesale program with an inquiry form; influencers by email; "We are currently working on setting up a formal affiliate progam through ShareASale".Source
  • 09

    The FAQ says a formal affiliate program "through ShareASale" is being set up. Skin bloggers and creators already review sensitive-skin products.

    Medium impactMedium effort First result in 1 quarter Marketing Manager

    First action

    Open the ShareASale account.

    How to measure it

    Affiliate revenue share

    Now
    –
    Target
    10%
    By
    2 quarters

    Steps

    1. 1

      Set terms

      Commission.

      CEO 1 week

    2. 2

      Set up

      ShareASale.

      Ecommerce Manager 1 week

    3. 3

      Creator kit

      Claims and images.

      Marketing Manager 1 week

    4. 4

      Invite

      30 creators.

      Marketing Manager 1 month

    5. 5

      Update FAQ

      Link to apply.

      Customer Service Lead 1 hour

    6. 6

      Review

      Top affiliates.

      Marketing Manager monthly

    First result
    1 quarter
    Cost
    Commissions
    Owner
    Marketing Manager

    Smallest test

    Invite ten creators.

    Why it works

    Launch it with 10-15% commission, a creator kit (claims allowed, photos, routines) and a short list of eczema and skin-care creators to invite.

    Affiliates pay only on sales and reach shoppers searching for reviews.

    Risks and how to handle them

    • Off-label claims

      Require approved wording.

    Evidence

    • Your websiteFAQ: products made in the USA, vegan and cruelty free; samples or trial sizes "At this moment; no but its coming soon!"; "a fully flexible 30 day return policy" with free returns; a wholesale program with an inquiry form; influencers by email; "We are currently working on setting up a formal affiliate progam through ShareASale".Source
    • Social profilesInstagram (@theraplexco), TikTok, Facebook and YouTube are linked; the YouTube channel has 26 subscribers, 31 videos and about 12,500 views. Newsletter "The Skinny on All Things Skin" runs on Klaviyo.Source
  • 10

    The Media page has dermatologists discussing AIM, but the YouTube channel has only 26 subscribers and the product pages do not show the videos.

    Medium impactLow effort First result in 1 month Marketing Manager

    First action

    Embed the AIM video on the AIM page.

    How to measure it

    Conversion on pages with video

    Now
    –
    Target
    +10%
    By
    90 days

    Steps

    1. 1

      Pick videos

      Per product.

      Marketing Manager 1 day

    2. 2

      Embed

      Product pages.

      Ecommerce Manager 1 day

    3. 3

      Cut clips

      Short versions.

      Marketing Manager 1 week

    4. 4

      Record new

      Owners answering questions.

      Marketing Manager 1 month

    5. 5

      Post

      Weekly.

      Marketing Manager weekly

    6. 6

      Measure

      Conversion.

      Ecommerce Manager monthly

    First result
    1 month
    Cost
    Editing time
    Owner
    Marketing Manager

    Smallest test

    Embed one video.

    Why it works

    Embed the relevant doctor video on each product page, cut 30-second clips for TikTok and Instagram, and record new short answers from the owners.

    Seeing a dermatologist explain a product builds trust at the moment of purchase.

    Risks and how to handle them

    • Video slows pages

      Load on click.

    Evidence

    • Your websiteMedia page: dermatologists Dr. Peter Lio and Dr. Mona Gohara discuss Theraplex AIM for eczema, psoriasis and dermatitis; "When Dr. Kenneth Beer could no longer find Theraplex ... he and his peers decided to buy the company to ensure it would be available to help patients nationwide"; press includes a Martha Stewart segment on winter skin and a local TV news story about a child with psoriasis.Source
    • Social profilesInstagram (@theraplexco), TikTok, Facebook and YouTube are linked; the YouTube channel has 26 subscribers, 31 videos and about 12,500 views. Newsletter "The Skinny on All Things Skin" runs on Klaviyo.Source
  • 11

    Both Yotpo and Judge.me load on the site, adding weight, and the homepage shows one testimonial.

    Medium impactLow effort First result in 1 month Ecommerce Manager

    First action

    Compare review counts in both apps.

    How to measure it

    Monthly new reviews

    Now
    –
    Target
    50
    By
    90 days

    Steps

    1. 1

      Compare apps

      Counts and cost.

      Ecommerce Manager 1 day

    2. 2

      Migrate

      Reviews to one.

      Ecommerce Manager 1 day

    3. 3

      Remove other

      Uninstall.

      Ecommerce Manager 1 hour

    4. 4

      Request flow

      14 days after delivery.

      Marketing Manager 1 day

    5. 5

      Show ratings

      Collections.

      Ecommerce Manager 1 day

    6. 6

      Reply

      To reviews.

      Customer Service Lead ongoing

    First result
    1 month
    Cost
    App fee
    Owner
    Ecommerce Manager

    Smallest test

    Remove one app and retest speed.

    Why it works

    Pick one app, move reviews to it, remove the other, and send a review request 14 days after delivery. Show ratings on collection pages.

    One review system is faster and gathers more reviews in one place.

    Risks and how to handle them

    • Losing reviews in migration

      Export first.

    Evidence

    • Google PageSpeedHomepage on mobile: performance 62/100 (desktop 55); in the lab test the main slider image takes 16.2s to appear, the page downloads 4.7 MB in 297 requests, 1.5 MB of it from 13 third-party services; two review apps (Yotpo and Judge.me) both load. Real visitors pass Core Web Vitals (Chrome UX Report: largest content in 1.3s at the 75th percentile, interaction delay 79 ms, layout shift 0.08).Source
    • Your websiteHomepage: the page title is just "Theraplex", there is no meta description or social share image, and the hidden link label "Label for the product link" appears 32 times in the product grid, so screen readers announce it on every product. One bundle is named "Daily Hydration Bundle - Hydrlotion & Clearlotion Spray". Claims: "Innovating for over 30 years", "Simple, effective formulation", "Dermatologists tested and recommended".Source
  • 12

    Real visitors pass Core Web Vitals, but in Google's slow-phone test the slider image takes 16 seconds and the page downloads 4.7 MB in 297 requests.

    Medium impactMedium effort First result in 1 month Ecommerce Manager

    First action

    Compress the first slider image.

    How to measure it

    PageSpeed mobile score

    Now
    –
    Target
    80
    By
    60 days

    Steps

    1. 1

      Compress images

      Slider.

      Ecommerce Manager 1 day

    2. 2

      Load first slide

      Others later.

      Ecommerce Manager 1 day

    3. 3

      Defer scripts

      Reviews and apps.

      Ecommerce Manager 2 days

    4. 4

      Remove unused apps

      Audit.

      Ecommerce Manager 1 day

    5. 5

      Retest

      PageSpeed.

      Ecommerce Manager 1 hour

    6. 6

      Monitor

      Monthly.

      Ecommerce Manager monthly

    First result
    1 month
    Cost
    $0
    Owner
    Ecommerce Manager

    Smallest test

    Compress the first slide today.

    Why it works

    Compress and size the slider images, load only the first slide early, defer review and app scripts, and drop unused apps.

    Shoppers on slower connections see products sooner and the store is ready for traffic spikes from ads.

    Risks and how to handle them

    • Breaking app features

      Test each change.

    Evidence

    • Google PageSpeedHomepage on mobile: performance 62/100 (desktop 55); in the lab test the main slider image takes 16.2s to appear, the page downloads 4.7 MB in 297 requests, 1.5 MB of it from 13 third-party services; two review apps (Yotpo and Judge.me) both load. Real visitors pass Core Web Vitals (Chrome UX Report: largest content in 1.3s at the 75th percentile, interaction delay 79 ms, layout shift 0.08).Source
  • 13

    The FT Exfoliating Emollient Cream Peppermint is for callused feet and keratosis pilaris, a different audience from eczema shoppers.

    Medium impactMedium effort First result in 1 quarter Marketing Manager

    First action

    Write the foot-care page.

    How to measure it

    Monthly units

    Now
    –
    Target
    500
    By
    2 quarters

    Steps

    1. 1

      Page

      Foot care.

      Marketing Manager 1 week

    2. 2

      Samples

      Podiatrists and salons.

      Operations Manager 1 month

    3. 3

      Wholesale offer

      For salons.

      CEO 2 weeks

    4. 4

      Ads

      Runners and walkers.

      Marketing Manager 1 month

    5. 5

      Reviews

      From buyers.

      Marketing Manager ongoing

    6. 6

      Measure

      Sales by channel.

      Ecommerce Manager monthly

    First result
    1 quarter
    Cost
    Samples and ad budget
    Owner
    Marketing Manager

    Smallest test

    Send samples to ten podiatrists.

    Why it works

    Create a foot-care page, send samples to podiatrists and pedicure salons, and test ads to runners and walkers.

    A new audience grows sales without competing with the eczema line.

    Risks and how to handle them

    • Small audience

      Test before scaling.

    Evidence

    • Your catalogue12 products from $19.99 to $47.99: Hydrolotion 8oz, ClearLotion Pour and Spray, Barrier Balm 6oz, Emollient (3oz sold out), Eczema Therapy (colloidal oatmeal), AIM anti-itch cream (with hydrocortisone use directions), FT Exfoliating Emollient Cream Peppermint 3oz (added July 2026, "for callused feet & Keratosis Pilaris"), and four bundles. The homepage announces "New ClearLotion Spray" and "FT Emollient It's back".Source
    • Your websiteFAQ: products made in the USA, vegan and cruelty free; samples or trial sizes "At this moment; no but its coming soon!"; "a fully flexible 30 day return policy" with free returns; a wholesale program with an inquiry form; influencers by email; "We are currently working on setting up a formal affiliate progam through ShareASale".Source
  • 14

    The newsletter runs on Klaviyo and the products are used daily. Reminders sent when a bottle is likely empty bring back customers who are not on subscription.

    High impactLow effort First result in 1 month Marketing Manager

    First action

    Estimate days of use for the top three products.

    How to measure it

    90-day repeat rate

    Now
    –
    Target
    +15%
    By
    2 quarters

    Steps

    1. 1

      Estimate usage

      Per product.

      Customer Service Lead 1 week

    2. 2

      Build flow

      Klaviyo.

      Marketing Manager 1 week

    3. 3

      Offer subscription

      In the email.

      Marketing Manager 1 day

    4. 4

      Test timing

      Earlier and later.

      Marketing Manager 1 month

    5. 5

      Exclude subscribers

      From reminders.

      Marketing Manager 1 day

    6. 6

      Measure

      Repeat rate.

      Ecommerce Manager monthly

    First result
    1 month
    Cost
    $0
    Owner
    Marketing Manager

    Smallest test

    Turn on the Hydrolotion reminder.

    Why it works

    Estimate days of use per product and size, send a reorder email a week before, and offer the subscription.

    Timely reminders are among the highest-converting emails for consumables.

    Risks and how to handle them

    • Too many emails

      One reminder per order.

    Evidence

    • Social profilesInstagram (@theraplexco), TikTok, Facebook and YouTube are linked; the YouTube channel has 26 subscribers, 31 videos and about 12,500 views. Newsletter "The Skinny on All Things Skin" runs on Klaviyo.Source
    • Your catalogueSubscriptions: the site-wide banner says "Save up to 20% off your subscription orders". The subscription plans on single products (Hydrolotion, ClearLotion, Barrier Balm, Eczema Therapy, Emollient, AIM) take 5% off the first order and 10% after, with a two-order minimum, delivered every 1, 2 or 3 months; the FAQ says subscribers "receive 10% off each order". None of the four bundles offers a subscription.Source
    • Your catalogue12 products from $19.99 to $47.99: Hydrolotion 8oz, ClearLotion Pour and Spray, Barrier Balm 6oz, Emollient (3oz sold out), Eczema Therapy (colloidal oatmeal), AIM anti-itch cream (with hydrocortisone use directions), FT Exfoliating Emollient Cream Peppermint 3oz (added July 2026, "for callused feet & Keratosis Pilaris"), and four bundles. The homepage announces "New ClearLotion Spray" and "FT Emollient It's back".Source
  • 15

    Email is signed with DKIM, but DMARC is at "p=none".

    Low impactLow effort First result in 1 month Operations Manager

    First action

    Add a DMARC report address.

    How to measure it

    Policy

    Now
    –
    Target
    quarantine
    By
    60 days

    Steps

    1. 1

      Add reports

      rua address.

      Operations Manager 1 hour

    2. 2

      Check senders

      Shopify, Klaviyo, Google.

      Operations Manager 1 week

    3. 3

      Fix SPF

      Include all senders.

      Operations Manager 1 hour

    4. 4

      Read reports

      Two weeks.

      Operations Manager 2 weeks

    5. 5

      Tighten

      p=quarantine.

      Operations Manager 1 hour

    6. 6

      Monitor

      Monthly.

      Operations Manager monthly

    First result
    1 month
    Cost
    $0
    Owner
    Operations Manager

    Smallest test

    Add the report address today.

    Why it works

    Add DMARC reporting, check that Shopify, Klaviyo and Google Workspace pass, then move to "p=quarantine".

    Stronger authentication protects deliverability for reorder and subscription emails.

    Risks and how to handle them

    • Blocking a sender

      Read reports before tightening.

    Evidence

    • DNS checktheraplex.com uses Google Workspace and Klaviyo; SPF ends "~all", DKIM is present and DMARC is "p=none".Source

Big bets 3

Larger plays that can change the trajectory.

  • 16

    Theraplex already appears on Walmart.com and has a wholesale program, but competitors like Vanicream, Eucerin and Aquaphor are on pharmacy shelves.

    High impactHigh effort First result in 2 quarters CEO

    First action

    Compare Amazon and pharmacy terms.

    How to measure it

    Revenue from the new channel

    Now
    –
    Target
    20% of sales
    By
    4 quarters

    Steps

    1. 1

      Compare channels

      Terms and fees.

      CEO 1 month

    2. 2

      Choose

      One channel.

      CEO 1 week

    3. 3

      Price

      Channel pricing.

      CEO 1 month

    4. 4

      List

      Products and content.

      Ecommerce Manager 1 month

    5. 5

      Promote

      Launch support.

      Marketing Manager 1 quarter

    6. 6

      Review

      Profit by channel.

      CEO quarterly

    First result
    2 quarters
    Cost
    Channel fees
    Owner
    CEO

    Smallest test

    List the top two products on one marketplace.

    Why it works

    Pick one channel (Amazon brand store or a regional pharmacy chain), price for it, and support it with the dermatologist story and reviews.

    Shoppers with skin conditions buy where they already shop.

    Risks and how to handle them

    • Channel conflict

      Keep bundles and subscriptions on the site.

    Evidence

    • Search resultsWalmart.com has a Theraplex brand page and Hydrolotion listings. Trade coverage from 1989-1990 describes the line as an early product of Medicis Pharmaceutical, for "dry or certain inflammatory skin conditions, such as psoriasis, eczema and icthyosis".Source
    • Your websiteFAQ: products made in the USA, vegan and cruelty free; samples or trial sizes "At this moment; no but its coming soon!"; "a fully flexible 30 day return policy" with free returns; a wholesale program with an inquiry form; influencers by email; "We are currently working on setting up a formal affiliate progam through ShareASale".Source
    • Competitor researchRivals' homepages: Vanicream, "products for people with sensitive skin", "free of fragrance, dyes, parabens, lanolin and formaldehyde releasers. Dermatologist tested"; Eucerin, "Skin Care Products & Eczema Relief" for "over 100 years"; Aquaphor, "Skin Protection and Healing"; CeraVe, "Your Skincare & Haircare Expert".Source
  • 17

    The product line was built for eczema, psoriasis and ichthyosis, and patient communities share product advice.

    High impactMedium effort First result in 2 quarters CEO

    First action

    List the main patient organizations.

    How to measure it

    Orders from partner codes

    Now
    –
    Target
    300 a month
    By
    3 quarters

    Steps

    1. 1

      List groups

      By condition.

      Marketing Manager 1 week

    2. 2

      Design offer

      Member discount.

      CEO 1 week

    3. 3

      Approach

      Three groups.

      CEO 1 month

    4. 4

      Content

      Doctor talks.

      Marketing Manager 1 quarter

    5. 5

      Events

      Sponsorships.

      CEO 2 quarters

    6. 6

      Measure

      Orders per group.

      Ecommerce Manager monthly

    First result
    2 quarters
    Cost
    Sponsorships
    Owner
    CEO

    Smallest test

    Contact one ichthyosis group.

    Why it works

    Offer patient organizations member discounts, educational content from the dermatologist owners, and support for events.

    Trusted communities bring loyal customers with ongoing needs.

    Risks and how to handle them

    • Rules on endorsements

      Follow each group's policy.

    Evidence

    • Search resultsWalmart.com has a Theraplex brand page and Hydrolotion listings. Trade coverage from 1989-1990 describes the line as an early product of Medicis Pharmaceutical, for "dry or certain inflammatory skin conditions, such as psoriasis, eczema and icthyosis".Source
    • Your websiteMedia page: dermatologists Dr. Peter Lio and Dr. Mona Gohara discuss Theraplex AIM for eczema, psoriasis and dermatitis; "When Dr. Kenneth Beer could no longer find Theraplex ... he and his peers decided to buy the company to ensure it would be available to help patients nationwide"; press includes a Martha Stewart segment on winter skin and a local TV news story about a child with psoriasis.Source
    • Your websiteAbout page: products "built upon a groundbreaking discovery made by research scientists in the early 90s"; "Dermatologists have recommended our products for 30 years and counting"; free of preservatives, parabens, fragrances, lanolins and phthalates; hypoallergenic, noncomedogenic, not tested on animals. The separate Our Mission page has no content apart from the newsletter signup and footer.Source
  • 18

    The store offers prices in Australian, Canadian, New Zealand, UK, Hong Kong, Mexican and euro currencies, but no country pages or campaigns.

    Medium impactMedium effort First result in 2 quarters Marketing Manager

    First action

    Check Canada shipping costs.

    How to measure it

    International share

    Now
    –
    Target
    10%
    By
    4 quarters

    Steps

    1. 1

      Check rules

      Product rules per country.

      Operations Manager 1 month

    2. 2

      Shipping

      Rates and times.

      Operations Manager 2 weeks

    3. 3

      Prices

      Local rounding.

      Ecommerce Manager 1 week

    4. 4

      Campaign

      One country.

      Marketing Manager 1 quarter

    5. 5

      Measure

      Orders and cost.

      Ecommerce Manager monthly

    6. 6

      Decide

      Expand or stop.

      CEO quarterly

    First result
    2 quarters
    Cost
    Ad budget
    Owner
    Marketing Manager

    Smallest test

    Run one Canadian ad.

    Why it works

    Check shipping costs and product rules for Canada and the UK, then run a small campaign in one with local prices and delivery times.

    The store already supports these currencies; demand for gentle moisturizers exists everywhere.

    Risks and how to handle them

    • Drug rules for AIM

      Start with moisturizers only.

    Evidence

    • Your websiteThe footer currency selector offers USD, AUD (Australia), EUR (Belgium), CAD, HKD, MXN, NZD and GBP. The store also publishes Shopify's agents.md, so AI shopping assistants can search the catalogue and build carts on a buyer's behalf.Source
    • Your websiteFAQ: products made in the USA, vegan and cruelty free; samples or trial sizes "At this moment; no but its coming soon!"; "a fully flexible 30 day return policy" with free returns; a wholesale program with an inquiry form; influencers by email; "We are currently working on setting up a formal affiliate progam through ShareASale".Source

Wildcards 2

Unexpected experiments, each with a cheap way to test it.

  • 19

    The store publishes agents.md so AI assistants can search and buy. They answer questions like "best fragrance-free lotion for eczema" from product data.

    Medium impactLow effort First result in 1 month Ecommerce Manager

    First action

    Rewrite the Hydrolotion description.

    How to measure it

    Assistant recommendations in 20 test prompts

    Now
    –
    Target
    5
    By
    2 quarters

    Steps

    1. 1

      Test prompts

      20 questions.

      Marketing Manager 1 day

    2. 2

      Rewrite data

      All products.

      Ecommerce Manager 2 weeks

    3. 3

      Add metafields

      Ingredients and free-from.

      Ecommerce Manager 1 week

    4. 4

      Retest

      Same prompts.

      Marketing Manager 1 month

    5. 5

      Fix gaps

      Missing details.

      Ecommerce Manager ongoing

    6. 6

      Repeat

      Quarterly.

      Marketing Manager quarterly

    First result
    1 month
    Cost
    $0
    Owner
    Ecommerce Manager

    Smallest test

    Rewrite one product today.

    Why it works

    Add conditions, ingredients, free-from lists, sizes and use instructions to each product's description and metafields, and test what assistants recommend.

    Assistants recommend products they can describe confidently.

    Risks and how to handle them

    • Medical claims in data

      Keep to approved wording.

    Evidence

    • Your websiteThe footer currency selector offers USD, AUD (Australia), EUR (Belgium), CAD, HKD, MXN, NZD and GBP. The store also publishes Shopify's agents.md, so AI shopping assistants can search the catalogue and build carts on a buyer's behalf.Source
    • Your websiteAbout page: products "built upon a groundbreaking discovery made by research scientists in the early 90s"; "Dermatologists have recommended our products for 30 years and counting"; free of preservatives, parabens, fragrances, lanolins and phthalates; hypoallergenic, noncomedogenic, not tested on animals. The separate Our Mission page has no content apart from the newsletter signup and footer.Source
    • Your catalogue12 products from $19.99 to $47.99: Hydrolotion 8oz, ClearLotion Pour and Spray, Barrier Balm 6oz, Emollient (3oz sold out), Eczema Therapy (colloidal oatmeal), AIM anti-itch cream (with hydrocortisone use directions), FT Exfoliating Emollient Cream Peppermint 3oz (added July 2026, "for callused feet & Keratosis Pilaris"), and four bundles. The homepage announces "New ClearLotion Spray" and "FT Emollient It's back".Source
  • 20

    One of Theraplex's press hits is a Martha Stewart segment on winter skin. Dry winter skin is a seasonal search every year.

    Medium impactLow effort First result in 1 quarter Marketing Manager

    First action

    Find the segment link.

    How to measure it

    Winter revenue

    Now
    –
    Target
    +20%
    By
    1 year

    Steps

    1. 1

      Find the clip

      Media page.

      Marketing Manager 1 day

    2. 2

      Routine page

      Winter.

      Marketing Manager 1 week

    3. 3

      Emails

      Three over winter.

      Marketing Manager 1 week

    4. 4

      Social

      Weekly posts.

      Marketing Manager weekly

    5. 5

      Bundle offer

      Daily Hydration.

      Ecommerce Manager 1 day

    6. 6

      Measure

      Sales.

      Ecommerce Manager monthly

    First result
    1 quarter
    Cost
    Ad budget
    Owner
    Marketing Manager

    Smallest test

    Post the clip this week.

    Why it works

    Build a winter routine page with the segment, the Daily Hydration bundle, and emails and social posts across the winter months.

    Seasonal need plus press proof gives a ready campaign.

    Risks and how to handle them

    • Old press

      Add a new doctor clip.

    Evidence

    • Your websiteMedia page: dermatologists Dr. Peter Lio and Dr. Mona Gohara discuss Theraplex AIM for eczema, psoriasis and dermatitis; "When Dr. Kenneth Beer could no longer find Theraplex ... he and his peers decided to buy the company to ensure it would be available to help patients nationwide"; press includes a Martha Stewart segment on winter skin and a local TV news story about a child with psoriasis.Source
    • Your catalogueBundle prices against the same products bought separately (product feed, October 20, 2026): Daily Hydration Bundle - Hydrolotion & Clearlotion Pour $40.99 vs Hydrolotion 8oz $20.99 + ClearLotion Pour 8oz $19.99 = $40.98; Sensitive Skin Bundle - ClearLotion & Barrier Balm $47.99 vs ClearLotion $19.99 + Barrier Balm 6oz $27.99 = $47.98; Daily Hydration Spray Bundle $39.99 vs $40.98 (saves $0.99); Eczema Therapy Bundle (AIM 3oz and Eczema Therapy 6oz) $42.99 vs $47.98 (saves $4.99). Both Daily Hydration bundle descriptions promise "all while saving money".Source
    • Social profilesInstagram (@theraplexco), TikTok, Facebook and YouTube are linked; the YouTube channel has 26 subscribers, 31 videos and about 12,500 views. Newsletter "The Skinny on All Things Skin" runs on Klaviyo.Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

ProgrammableDigital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

Make a demo (opens programmable.digital in a new tab)
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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 21, 2026, and cites them throughout. Theraplex did not commission, review or endorse it, and Programmable is not affiliated with Theraplex. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Theraplex runs its business.

Something wrong, or do you represent Theraplex? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 306 ideas

    Bundle prices, the subscription banner, labels and titles, one return policy and the Mission page; DMARC.

  2. Days 31 to 6011 ideas

    Condition guides, trial kit, dermatologist cards, affiliates, videos, reviews, speed, foot care and reorder emails; AI product data and the winter campaign.

  3. Days 61 to 903 ideas

    New channels, patient organizations and international.

The research behind the plan

2 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value non-greasy moisturizers that work on very dry skin. The most cited problem: eczema itch and flare-ups.

  • Few ingredients and no fragrance
  • Products that irritate sensitive skin
  • In their words: “sensitive skin”

Market

Competitive landscape

4 competitors compared: Vanicream, Eucerin, Aquaphor and CeraVe.

  • Gap to exploit: Ichthyosis and keratosis pilaris guidance
  • Vanicream: Not dermatologist owned
  • Eucerin: Large-brand formulas

From the team that wrote this playbook

All products
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  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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