Our friends at Sally Beauty recently came to us with an assignment to give their Ion Professional hair color and care brand a fresh makeover. Madplum Creative was tasked with redesigning the overall brand aesthetic, creating new strategic positioning around the Ion at Home line, developing a logo, and implementing a revamped website complete with digital marketing to drive increased traffic and brand awareness. To fit the needs of this international, professionally-celebrated hair care brand, our deliverables needed to reflect a marriage of science and beauty, with a healthy dose of color mixed in.
For decades, Ion Color Brilliance professional hair color has built a notable reputation on delivering superior quality, brilliantly rich hair color results. Madplum Creative was responsible for developing new positioning around their Ion at Home line, which brings their salon-quality hair color to at-home users for the first time. When developing the website, we looked for ways to enhance the color experience by providing the recommendations and inspiration you’d expect from a fancy salon—no stylist appointment required.
Our primary goal in developing the Ion at Home online presence was to go beyond a landing page and create a fully immersive, interactive color experience. We managed a photoshoot chronicling real-life before-and-after results of Ion hair color users, which we included as “Real Women. Real Results.” inspiration content. To help further bring the salon experience home, we developed a unique online product recommendation tool—the Ion Color Coder: an easy-to-use colorist tool that asks all the right questions to help recommend the ideal shade, taking the guesswork (and the stress) out of finding a perfect hair color. The Ion Color Coder is a web app layered on top of a mobile-responsive WordPress CMS, complete with integrated e-commerce functionality connecting to Sally Beauty’s backend engine for real-time purchases. To help keep our loyal consumers updated on the latest color trends, the website includes a blog resource that delivers valuable and trusted tips and advice from the experts. We made it easier than ever before to DIY professional hair color at home with tools such as “Formulation 411” as well as an easy, step-by-step “Application Information” tutorial. Coupon code promotional banners inspire online purchase and a “Love It” section provides a new way to shop by hair color preference. Additionally, we developed a robust social presence for the brand with a new #ionathome hashtag, which allows consumers to browse real-time color inspiration from fellow Ion Color Brilliance lovers.
Since launching the new Ion at Home website, we’ve already seen some very promising results. Thanks to a robust social marketing plan, influencer and blogger outreach, and paid and earned ad spends, traffic to the site has more than tripled with nearly 1 million impressions to date. Out of the nearly 70,000 unique visits in the past month, over 13,000 hair color enthusiasts have found color confidence by using our unique Color Coder tool. The new Ion social presence has increased by 1,000% and we continue to reach nearly 230,000 Ion fans on Facebook week over week.
Madplum Creative’s work developing the Ion at Home website and digital presence is our latest example of thoughtful design and consumer-centric execution. It’s a gift wrapped in brilliant color for the at-home hair color DIY-er.
We invite you to experience Ion at Home color for yourself: http://ionathome.com/
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