DevaCurl

Branding, Marketing, User Research + Testing, UX/UI/Development

Doing it for the curls

How do we help DevaCurl fully realize its mission of helping people with curls get the haircare they deserve? 

  • 01

    A singular digital experience

    DevaCurl is dedicated to all things curly hair, from products and branded salons to stylist education programs. They brought us on to help them create a cohesive world in which their distinct B2C, B2B, and salon businesses could sit together seamlessly. Starting with an overhaul of their master brand, we helped them reimagine the overarching company mission, as well as the values of each sub-brand. The result? A clearly defined brand architecture with a best-in-class digital experience to go along with it.

  • 02

    Customer education

    DevaCurl was heavily distributed by third parties through various retail sites. This created an issue for them since customers are rarely informed about their very specific hair needs, so they didn’t know which DevaCurl product to purchase. Our work focused on educating customers so DevaCurl could help them get the results, and style, they were looking for.

03

Brand refresh

DevaCurl is a complex business with multiple audiences. In order to create a consistent look, tone, and feel, we refreshed the brand and established web best practices. To refine their story, we focused on their unique mission to help make the lives of curly-haired people easier, transforming their “All Things Curly” tagline into a rallying cry. We reimagined the brand as not only a place for product and hair tips, but as a hub for support, conversation, inspiration, and community.

  • 04

    Best in class D2C

    To streamline their online experience across three separate brands, we built DevaCurl a B2C site with a loyalty program, an online quiz to help customers find the right products, and a locator for knowledgeable curl specialists. We also created a new design system and did all site development.

  • 04

    Best in class D2C

    To streamline their online experience across three separate brands, we built DevaCurl a B2C site with a loyalty program, an online quiz to help customers find the right products, and a locator for knowledgeable curl specialists. We also created a new design system and did all site development.

  • 04

    Best in class D2C

    To streamline their online experience across three separate brands, we built DevaCurl a B2C site with a loyalty program, an online quiz to help customers find the right products, and a locator for knowledgeable curl specialists. We also created a new design system and did all site development.

  • 05

    Building a B2B site

    Additionally, we developed a B2B site for recruiting and training certified stylists, with features that highlight the latest hair trends, information about DevaCurl products, and content focused on building hair styling businesses.

  • 06

    The results

    As a result of our work, DevaCurl saw:

    • 10% growth year-to-date for DevaCurl.com 
    • 32% increase in sitewide conversion rate
    • 21% increase in average daily revenue
    • 25% increase in email capture conversion rate
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