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Alterna Haircare
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Alterna's clean, healthy, skincare-inspired formulas elevate everyday moments into self-care experiences that transform the hair and delight the senses.
Digital strategies improving with age
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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.
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