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Alterna Haircare
Alterna's clean, healthy, skincare-inspired formulas elevate everyday moments into self-care experiences that transform the hair and delight the senses.
Alterna's clean, healthy, skincare-inspired formulas elevate everyday moments into self-care experiences that transform the hair and delight the senses.
Champagne websites and caviar dreams
We redesigned Alterna Haircare's website, creating a branded product journey that guided customers to retail partners, while improving content management and enabling continuous evolution through a flexible, headless development approach.
Highly visual content for a hyper-focused target
We reimagined Alterna’s website as a branded product journey, emphasizing user-friendly navigation that allowed customers to easily find products suited to their needs. We developed an efficient workflow that enabled Alterna’s team to update and cross-index lists of North American retailers based on the specific Alterna products they carried.The website’s design provided a beautiful and intuitive journey for users to locate nearby salons and retailers or complete their purchase online through partners like Ulta, Sephora, and Amazon. Using Craft CMS and a headless development approach, we ensured flexibility and the ability to continuously evolve the website without full-scale rebuilds, enabling month-to-month improvements, for years on end.
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Driving Results and Ongoing Improvement
The foundational website empowered Alterna's small digital team to manage complex campaigns across multiple channels effectively. Skyrocket's ongoing partnership supported continuous optimization as new products launched and audience insights emerged. The editorial focus successfully engaged professional stylists seeking education and inspiration. Industry-leading digital experiences impressed stakeholders throughout Henkel's organization. The strong foundation positioned Alterna for sustained growth in the clean beauty movement while minimizing operational burden.
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First Year – 15x Traffic Growth
Alterna's digital presence generated 51 million impressions in 2019, representing 1,560% growth versus 2018. The digital marketing team won Henkel's "Digital Difference Maker" company award for their contributions. Website capabilities expanded with professional sections and interactive hair quizzes. Optimized marketing bandwidth enabled significant content creation acceleration across all channels while maintaining quality standards through successful contractor relationships.
Digital strategies improving with age
We crafted a multi-year digital strategy for Alterna Haircare, enhancing their online presence, refining their brand positioning, and driving revenue through ecommerce and retail channels.
Putting Personas to the Name
We began by conducting a deep analysis of Alterna’s audience using existing website and social media data, compensating for the lack of direct customer data from retailer channels. We reviewed online traffic patterns, page visits, and engagement on key product pages to understand consumer behavior.Building on this, we developed and tested hypotheses about potential customer segments, conducting audience research with key demographics to discover who would resonate with Alterna’s products. From these insights, we created detailed personas that aligned with the company’s marketing and brand strategy, guiding the repositioning of their product lines.
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Adapting for Ageless Strategies
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The new digital strategy resulted in a robust online presence that supported Alterna’s sales efforts, not just through physical retailers but also through ecommerce platforms like Ulta and Amazon. With ongoing industry research and trend analysis, we consistently adapt the strategy to evolving consumer preferences.
Our efforts also enhanced Alterna’s online brand, creating a sustainable, continuously improving revenue stream that supported their network of salons, professionals, and retailers. The strategy’s success lay in its ability to transform Alterna’s digital identity into a key revenue driver across multiple platforms.
What drives our success
At the heart of our company lies a commitment to integrity, innovation, and collaboration. These values guide our decisions and shape our culture.
Connect
We build trust through genuine human connection.
Align
We own outcomes completely. Your goals become ours.
Propel
We explore widely, then lead with clear conviction.
"Working with this team has transformed our approach to marketing and significantly boosted our engagement rates."
Alice Johnson
Marketing Director, TechCorp
"Working with this team has transformed our approach to marketing and significantly boosted our engagement rates."
Alice Johnson
Marketing Director, TechCorp
