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Barrel's Director of Strategy and Design Director hosted a live optimization session deep diving a brand who submitted their site for review, including a roadmap of fixes to implement before BFCM.
Reclaiming Fekkai Ownership Over the Haircare Market
Founded 20 years ago by Frédéric Fekkai, Fekkai offers high-performance, sustainable, salon-quality haircare at home. Barrel collaborated with Fekkai to seamlessly integrate the brand's core values—founder authority, performance-driven formulas, and sustainability—while optimizing for conversion and subscriptions.
After years of collaborating with their sister brand Bastide, Fekkai partnered with Barrel to reimagine their website and drive e-commerce growth through a seamless shopping experience that showcases their salon expertise, high-performance formulas, and commitment to sustainability.
To reflect Fekkai's salon grade quality, the updated product pages use expert-led how to videos to showcase effective ingredients, real usage, sustainable packaging, and the legacy of founder Frédéric Fekkai.
We integrated before-and-after content and UGC throughout the site to reinforce product effectiveness and build credibility.
The new website promotes long-term use of Fekkai's products for stronger, healthier hair and supports this with a robust loyalty program that rewards customers for purchases, events, and referrals.
We created a comprehensive blog hub with expert tips, founder insights, and product deep dives to boost SEO, drive traffic, and establish the Fekkai as the go-to resource for hair and scalp education.
To support the launch of Fekkai's Apple Cider Vinegar line, we created a dedicated marketing landing page to drive traffic, educate customers on its benefits, and promote product bundling through curated routines.
We developed email automations including a welcome series, win back campaign, and order tracking emails to share the brand’s founding story, haircare philosophy, sustainability efforts, and loyalty program with new and existing subscribers.
