During the Covid-19 pandemic, salon closures and social distancing measures left our customers without access to traditional hair care services. At HairitageHub—a luxurious healthy hair brand in Lagos, Nigeria—we needed to quickly adapt by providing effective at-home solutions while maintaining customer engagement and trust.

The Objective

• Empower customers with DIY at-home hair care solutions.
• Introduce a new product that replicates salon-quality treatment at home.
• Drive customer engagement and boost sales during the pandemic.

Product innovation

• Thermal deep conditioning cap: I spearheaded the launch of a thermal deep conditioning cap designed for at-home hair steaming, offering a salon-like experience in a safe, home environment.

Multi-channel digital campaign

• • SMS & email marketing: Developed and executed a targeted 5-day campaign using SMS and Mailchimp. The campaign featured practical at-home hair care tips, DIY tutorials, and step-by-step guidance on using the new product.
• • Content creation: Produced engaging, empathetic content—including graphics, before-and-after visuals, and customer testimonials—to resonate with the immediate needs of our audience

• Achieved a 20% increase in weekly sales of the thermal deep conditioning cap, consistently generating over 10 weekly sales.
• Noticed an uptick in customer inquiries and interactions, validating the campaign’s effectiveness.
• Successfully reinforced HairitageHub’s reputation as a trusted source for healthy hair care, even in challenging times.