I dislike going full angry customer, especially on a fellow beauty brand CEO but the dark patterns on #MeritBeauty’s return process should worry @KatherinePower and @L_Catterton for their customer lifetime value jfredrickson.com/day-659-and-e-…
They won’t give me a return label until I review each product. Sorry guys but you ask for “why” on a return after letting the customer begin the process. Doing anything else is meant to hinder a return 
I’m the sort of person who is easily derailed by dark patterns when it’s like $70 of stuff. I can eat it. But I will hit a point of irritation and simply escalate my concerns for the business straight to your board and private equity firm simply because customers matter
Small petty indignities are making people snap. It’s crucial CEOS see where in a process a minor detail (ask for why before giving a return label) can add up into cascades in your data that tanks success metrics like return customers and LTV
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