Client: NouriTress Hair Products | Project: Relaunch E-Commerce Website | Role: Graphic/Web Designer, UI | URL: nouritress.com
Founded in 1999 by licensed Cosmetologist and certified trichologist DeShawn Bullard, NouriTress Hair Products is a vitamin-based hair regrowth product line that offers women who experience hair thinning and hair loss a safe and effective way to regrow hair from the inside out. In 2018, NouriTress hired me to redesign its e-commerce website.
While NouriTress had successfully established itself online as a trusted go-to haircare brand, its primary focus as being a source for those seeking help with hair loss had become overshadowed. More than just simply creating a new look, the website's overall messaging needed updating also.
After consulting with the owner, it was clear that the goal of the relaunch was to focus on positioning NouriTress as a brand known for regrowing hair as well as maintaining it.
Other important goals and objectives were also determined which included:
- Increasing brand awareness
- Becoming an industry expert
- Visitor/Prospect conversion
- Improving the website's user experience
After researching and studying hair care statistical data from the NPD Group and talking to the owner, it became was discovered that not only does hair loss affect middle-aged and elderly people, but many young people also have serious hair loss issues too. Mental stress, poor diet, insufficient rest, and a host of other common life pressures play a role. With that data in hand, an ideal customer persona was established:
- The ideal age ranged from 25 and 44 with most between 25 to 34.
- The ideal prospect was usually a single or engaged woman. According to the data, women seeking solutions to hair loss were nearly 60% compared to just over 40% of men.
- The person was college-educated or had received some form of higher education.
- Lastly, the person was typically an employed professional working in management or sales.
Furnished with statistical data and a target customer profile, the redesign strategy could begin to take shape. Because of its user-friendliness and extensive app library, Shopify was selected as the CMS of choice. The website's revised messaging became more centrally focused on educating consumers about their hair and which products work best for them. The redesign and ongoing marketing now highlight NouriTress' Perfect Hair Vitamins Plus which it promotes as a natural solution for preventing hair thinning and hair loss.
After several months of planning, creating concepts, client revisions, and programming, the final product was launched in 2019.
Founded in 1999, NouriTress Hair Products needed to update and modernize its website to make it more engaging and informative to consumers seeking hair restoration products online. To accomplish this, the website's messaging was refocused and a new look was created. In 2019, the new NouriTress.com website was launched. The website now boasts a dramatic rise in onine sales and revenue as well as an ever-growing loyal customer base that comes from cities, states, and countries around the world.
