When Pureology discovered from its market research that 63 percent of Americans use the Internet to search for products and 61 percent use it to visit a brand, the company decided to redesign pureology.com to better serve consumers and stylists.
"The new pureology.com site is an easy-to-use destination for salon professionals to learn about products, grow their businesses and connect with other salon professionals," says Rachel Weiss, senior director of interactive marketing for Pureology.
Pureology's pro site lets users get personal.
The new Web site promotes the Pureology brand through its expandable, interactive framework. Through the Education feature, stylists can learn about new color, cutting and styling techniques. The Business Building feature provides salons with tools to grow their businesses. The Pureology desktop widget, a free downloadable application, updates stylists with the latest product and industry news. To help stylists better serve their clients, the Hair Consultation feature provides Pureology expert recommendations for products based on the questions clients may have.
Perhaps the most powerful aspect of the new Web site is its ability to connect beauty pros with each other and their clients. With the Pureology Connect feature, users can share the site with friends via e-mail or sites like Facebook, while Community allows stylists to connect in a chat-room setting. "What's unique about pureology.com is how many opportunities consumers and professionals have to communicate within the Web site," Weiss says. "It also encourages consumers to further consult with their stylists when they visit the salon."