--- title: LaMarie Pricing Strategy — Service Variant Pages type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-10-30-zoom-meeting-98127146.md tags: - lamarie-beauty - pricing-strategy - ecommerce-strategy - web-design - ux - content-strategy layer: 2 client_source: null industry_context: null transferable: true --- # LaMarie Pricing Strategy — Service Variant Pages ## Overview During the October 2025 service variant page design review, LaMarie Beauty and Asymmetric aligned on a pricing display strategy that balances transparency with conversion risk. The core concern: LaMarie's services carry higher price points (e.g., microneedling, injectables), and surfacing costs too prominently risks losing users before they understand the value proposition. The resulting approach uses framing, placement, and progressive disclosure to present pricing in a way that informs without alarming. See also: [[clients/lamarie-beauty/_index]] | [[meetings/2025-10-30-lamarie-service-variant-design-review]] --- ## Key Decisions ### 1. Rename "Price Range" → "Estimated Investment" The section header was changed from "Price Range" to **"Estimated Investment"** to reframe cost as a value exchange rather than a barrier. The word "estimated" also provides flexibility for services where pricing varies by treatment area or customization. > *"Investment estimate, we could call it and just have the ranges, because then it maybe would not scare some away if they see a lower price point, because it does vary."* — Roxana Lopez **Final label:** `Estimated Investment` (confirmed in meeting as "final answer") --- ### 2. Hide Pricing in an Accordion Pricing is placed inside a collapsed accordion section rather than displayed openly on page load. Users must actively click to reveal cost information. **Rationale:** - Prevents sticker shock before users have engaged with the service description and benefits - Aligns with LaMarie's existing pattern of using the top of the page for conversion-focused content; pricing is secondary - Keeps the page visually clean, especially on mobile **Structure of the "Estimated Investment" accordion when expanded:** | Sub-item | Status | Notes | |---|---|---| | Price Range | Active | Service-specific range (e.g., $600–$750); varies by variant | | Packages / Memberships | Hidden | Accordion built but hidden; no content or system exists yet | | Financing Options | Active | Links to Cherry; label changed from "Financing" to "Financing Options" | --- ### 3. Financing via Cherry Only LaMarie currently has a single financing partner: **Cherry**. The accordion sub-item is labeled "Financing Options" (plural, for future flexibility) and links directly to the Cherry application/landing page. The label "Financing Options" was chosen over "Financing" to leave room for additional partners without requiring a label change later. --- ### 4. Packages and Memberships: Build Now, Show Later Accordion slots for Packages and Memberships were built into the page structure but set to hidden. No content or operational system exists for either at this time. This approach allows the sections to be activated without a development cycle once LaMarie is ready to launch them. > *"I wondered if it was possible to have these built out and hide them so that, yeah."* — Roxana Lopez --- ## Implementation Notes - **Developer:** Eshak (Asymmetric) - **Reference page for styling:** Cleansing Complex product page (cited as the visual benchmark for font sizing, spacing, and accordion icon design) - **Accordion icon consistency:** All `+` icons across the variant page should be unified in style; a visual inconsistency was flagged between the pricing section icons (left-aligned, compact) and lower-page accordions (right-aligned, expanded spacing) - **Content owner:** Roxana Lopez is responsible for providing service-specific price ranges before rollout --- ## Strategic Context ### Why Pricing Was Absent Originally The original LaMarie service pages did not display pricing. The rationale was explicit: high price points for some services (e.g., microneedling, Botox) could deter users before they understood the value. The variant page reintroduces pricing but mitigates this risk through accordion placement and reframing. ### Upsell Consideration Some services are not listed on the public menu and are offered as in-appointment upsells (e.g., mini peels, custom treatments). Displaying a price range — rather than fixed prices — preserves flexibility for these scenarios and avoids locking in expectations that don't match the in-clinic experience. ### Product Page vs. Service Page Tension Lisa (LaMarie owner) referenced Glossier's product pages as a design model. The team noted that Glossier's pricing display patterns (inline, always visible, with financing shown near the add-to-cart button) are optimized for e-commerce products, not service bookings. The accordion approach is a deliberate adaptation for the service context. --- ## Open Questions - **Packages/Memberships:** When will LaMarie have an operational system for these? Sections are built and hidden pending this. - **Additional financing partners:** Will Cherry remain the sole option, or should the infrastructure support multiple partners? - **Price display by variant:** Should the price range update dynamically when a user selects a different service variant (e.g., face only vs. face + neck + décolleté), or remain static? This was discussed but not resolved. --- ## Related - [[meetings/2025-10-30-lamarie-service-variant-design-review]] - [[knowledge/ecommerce-strategy/accordion-vs-open-sections-ux]] - [[clients/lamarie-beauty/_index]]