Retention Edge E13: MASC's Proven Retention Formula

We just dropped a new episode of the Retention Edge podcast with Patrick Levesque, co-founder of MASC.

MASC is a leading men’s grooming and skincare brand, founded in 2007 and operating a brick-and-mortar store out of Vancouver, Canada, as well as a successful online store.

Patrick and Eric discussed the origins of MASC, how they keep customers coming back (in an industry where repeat business is essential), and how their mobile app fits into the picture.

This was a reminder of what’s really important in ecommerce — customer experience, giving customers an easy way to come back, and most importantly, solving a real customer need.

That’s why MASC is still going strong after 18 years. Because they focus on fundamentals, not passing fads.

Check out the full episode below, or jump over to YouTube or Spotify (don’t forget to like, rate, comment & subscribe).

We’ve also launched the perfect guide to help you maximize results this holiday season.

The 2025 BFCM Mobile App Playbook breaks down the secret weapons brands use to turn BFCM hype into margins and momentum.

We look at how to actually come out of the weekend with decent profit margins, how to make your BFCM campaigns drive stronger loyalty, and how to make your results stick (when most brands fall back to Earth come January).

Hit the button below to get the free guide, and start building a BFCM strategy that drives long-term results, not a short-term spike.

Now, let’s dive into the key takeaways from the pod with Patrick Levesque from MASC.

Building a Business Around Real Service

• The foundation of MASC’s business is building personal connections with their customers, and solving real problems that people are facing.

• Every customer interaction is built on trust: fast replies, honest advice, handwritten notes, and samples in each order.

• They bridge online and offline with consistent service: same-day local delivery, unified support, and a seamless feel between channels.

• This “service-first” approach has created long-term loyalty; some customers have placed 100+ orders over the years.

Education and Authentic Marketing

• Patrick and his team focus on helping men solve real skincare problems (ingrown hairs, thinning hair, dryness) rather than just pushing products.

• The tone of their site, app and online customer service mirrors an in-store conversation — approachable, knowledgeable, never pushy.

• By focusing on education and usefulness, they build credibility and organic retention.

• The messaging avoids vanity or influencer-style angles. It’s practical, relatable, and designed to build trust.

Retention Systems That Actually Drive Revenue

• Loyalty is central: their loyalty program ties together in-store and online experiences (web and app), and customers actively check and redeem points.

• They’ve built reliable sales cycles around “double-points” periods four times a year, which consistently spike revenue.

• Customers see real value in the program because it’s simple, transparent, and tied to genuine rewards.

• The combination of loyalty, service, and education compounds over time, leading to retention that doesn’t rely on discounting.

The Mobile App As a Retention Power Tool

• MASC launched their mobile app to make it even easier for loyal customers to reorder and stay connected.

• They find app users are more engaged: higher repeat rates, faster checkouts, and better participation in loyalty events.

• They chose MobiLoud to build their app because it maintains complete consistency with their website, so users can browse and check out exactly as they would online.

• They’re using push notifications sparingly at this point (for promos, double-points alerts, and product launches), but Patrick identified this as an area they can do more in.

👉 Watch or listen to the full conversation with Patrick here.

If you want to read more about MASC’s mobile app, how it drives 20% of their online revenue, and how the MobiLoud team helped them integrate a crucial feature in their app that other tools couldn’t, check out this article.

For all of our conversations with leading marketing, CX and retention experts, head over to YouTube or Spotify.

Like and leave a comment on YouTube, and give us a review on Spotify if you found this content helpful. It’ll help us get the word out and bring more expert guests onto the pod to share their secrets.

Also, remember to check out the BFCM Strategy Guide, if you want your BFCM this year to drive long-term gains, not just a short-term spike.

Talk ,

Pietro and The Retention Edge Team

PS: thinking about launching your own app? Go to our website to get a preview of your app for free, or shoot me a DM on LinkedIn to talk about it.