The challenge
4-year-old haircare D2C had hit a plateau — repeat-rate decent, but new-customer acquisition was flat.
All case studies
Skin Care
Relaunch of a stagnating haircare D2C brand
Repositioned, redesigned, refunneled — flat brand returned to 12% MoM new-customer growth.
5 monthsClient: Haircare D2C · 4-year-old brand
+12%
New-customer MoM growth
32%
Regimen-quiz conversion
41%
Subscription take-rate
+9 pp
Repeat rate
The transformation
Before vs After
BeforeWhere they started
—
★ —
- Plateaued new-customer acquisition.
- Generic brand positioning.
- No subscription option.
- Tired paid creative.
AfterWhere Sphyx took them
Buy ₹999
★ 4.9
Free Ship
💇♀️
+12%
- Outcome-led brand positioning.
- Regimen-quiz funnel for new customers.
- Subscription drives retention.
- Refreshed paid creative library.
Our approach
A sequential playbook — each step builds on the one before it.
1
Brand repositioning around hair-concern outcomes.
2
Site redesign with regimen-quiz funnel.
3
Subscription option for repeat customers.
4
Refreshed paid creative library.
Outcomes
New-customer MoM growth
+12%
Regimen-quiz conversion
32%
Subscription take-rate
41%
Repeat rate
+9 pp