A New Voice, Style, and Look for Hair Care Experts, L’ANZA
Digital Experience Strategy
L’ANZA, a hair care pioneer for over 30 years, is known for its ethically sourced products made with ingredients that customers are excited to put in their hair.
While their products have traditionally been distributed and sold by major retailers, including ULTA Beauty and Amazon, they recently contacted Corra to devise a strategy to accelerate their growth by launching a brand-owned direct-to-consumer commerce channel.
Previously, L’ANZA sold their products almost exclusively to salon professionals. The move to a brand-owned D2C commerce channel needed to include an evaluation and overhaul of their brand strategy, brand voice, and visual language of their website to appeal to different market segments.
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A New Look for A New Era
L’ANZA needed to maintain the presentation of their products as sustainably sourced luxury items of salon-quality while also positioning themselves as a major player in the D2C hair care vertical.
The result of the rebrand will see L’ANZA maintaining their position in providing quality products to hair care professionals while expanding their clientele to millennial-aged consumers that want a top-end product sourced with ethical considerations and practices.
Corra partnered with L’ANZA to understand their business model, strategize an expansion of that model, and ensure their ROI was maximized throughout this repositioning and strategy consultation process.
The project began with a brand position serving an old strategy model—Corra’s task was to reevaluate L’ANZA’s market position and reposition the brand to meet their new strategic initiatives.
A Brand New L’ANZA
L’ANZA is in the middle of growing into a significant player in the D2C luxury hair care market, and Corra gave them a visual language and brand strategy to match their long-term goals.
The strategies of the redesign focused on acquiring new and younger customers while continuing to serve core demographics with an enticing presentation that drives conversion through compelling experiences. The redesign strategies are consistent across all aspects of the website to emphasize the environmentally conscious production of their products.
L’ANZA’s new website highlights all of their goals equally—provide customers with sustainable and cruelty-free hair care products, consult science to use the best naturally sourced ingredients, and provide loyal and clear service to their customers.
The updated visual language and brand voice are precisely positioned between all of these goals. It took minding every detail and listening closely to our client partners, but L’ANZA is now every neighborhood’s highly scientific, ethically produced, and depended upon D2C hair product source thanks to Corra’s brand strategy.
A Feature-Rich Look
One of the changes necessary in a switch to D2C was for L’ANZA to have a website with experiential components. Customers need to be able to shop their products and experience them before they buy.
Corra built a product recommender that walks customers through a style quiz asking for information about hair type, texture, color, and style aspirations before unveiling a detailed recommendation list for customers to shop. The product recommender provides multiple products for each product category to give customers options.
There is also a salon locator on the website so that customers can make sure they’re always going to a hairstylist that carries their favorite L’ANZA products.
The decision was made for Shopify Plus to be the platform housing L’ANZA’s newly redesigned website. Shopify offers robust customization options and significant extension compatibility to ensure the website offers high-level performance treating LANZA’s customers to a one-of-a-kind experience.
L’ANZA is a high-quality and well-known brand that wanted to open their doors to D2C sales channels. By partnering with Corra, L’ANZA now has a well-performing website platformed on Shopify Plus that is feature-rich and immersive. A website’s design is as important as its code when it comes to UX, and the L’ANZA website is a testament to that. The new redesign and brand guidelines created by Corra not only showcase L’ANZA’s history and lineage but also invite new customers to see their offerings.
Now, instead of only buying L’ANZA’s sustainably sourced and cruelty-free products at brick-and-mortar retailers, customers can find the products that make them look their best from their couch. Thanks to Corra, L’ANZA is a stylist that shoppers can bring anywhere.