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.
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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.
Alterna Haircare sought to refine its product line and positioning, facing challenges in identifying and engaging its target audience effectively. While the Alterna Caviar Anti-Aging line had been successful with mature women, there was uncertainty about the broader appeal of other product lines, as well as doubts about whether the Caviar line could attract new demographics.
The lack of first-party data due to retail distribution relationships further complicated audience analysis, leaving Alterna unsure of who was engaging with their brand.
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.
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.
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.
Alterna is continually redefining luxury hair care, combining the latest in clean beauty innovations with sustainable practices. Alterna empowers stylists and consumers alike with products that elevate self-care into transformative experiences, ensuring beauty and health go hand-in-hand with environmental stewardship for generations to come.
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