Philocaly

Not a hair out of place

Client: Philocaly

Key Focus: Brand, Website, Growth

Hair is identity. And Philocaly gets it. This Canadian brand is redefining premium extensions, ethically sourced, stylist-approved, and built on trust. But after six years of growth, the brand was ready to level up. Philocaly’s identity was reimagined to reflect that evolution: bold, modern, and grounded in the values that set them apart. The new website brings it all together: elevated UX, a streamlined backend, and room to scale. Beauty, brains, and better workflows. Since launch, the collaboration has only deepened, now spanning growth marketing, ongoing development, and strategy across the board. A modern glow-up for a brand on the rise.

66%

YoY Growth in Sales

400%

YoY increase in revenue contributed by paid ads

27%

YoY growth in Average Order Value

240%

YoY increase in revenue contributed by email

“Yayyyyy! Thanks for the update guys and all your incredibly hard work getting this site up ! We are sooo happy with it and the response from our customers has been amazing.”

Chelsea Dressler
Co-Founder & Co-CEO, Philocaly

Loyalty that pays off

Greathairbringspeoplein.Agreatloyaltyprogrammekeepsthemcomingback.WeworkedwiththePhilocalyteamtobuildafour-tierrewardssystemdesignedtoturnone-timebuyersintorepeatcustomersandgrowspendovertime.Pointsoneverypurchase,bonusesforreferrals,birthdaysandsocialfollows,pluseducationdiscounts,freeshipping,earlyaccesstolaunches,andadedicatedaccountmanageratthetoptier.Pointsneverexpire.Perksactivateautomatically.Nofriction,justreasonstoreturn. →21.3%oftotalrevenuesincelaunch →3.2xhigherLTVthannon-members →10.6xmoretotalrevenuethannon-members →2.4xhigherpurchasefrequency

Found by humans. And machines.

Searchischanging.Peopledon'tjustGoogleanymore—theyaskChatGPT.SowemadesurePhilocalyshowsupwhentheydo.Threemovesunderthehood:acleanrobots.txt,structuredSchema.orgdata,andanllms.txtfilesoAItoolscanreadthestoreanditsinventoryclearly.Thenwerewrotethecontenttomatchhowpeopleactuallyask—natural,conversationalcopyacrossFAQs,productpagesandblogs,answeringrealquestionsaboutbenefits,careandinstallationinsteadofstackingpromotionallabels.Earlysignal:ChatGPTreferralsup263%,purchases+305%andconversionrate+12%sittingsteadyat7%.

Kudos to

Strategist / Sofia Gruchalla-Wesierski

Growth Marketing / Sabrina BK

Consultant / Felix Lamarre

Designer / Sasha Ng

Developer / Pedro Padron

Related work

Rapport London

Preservers of Time

Client: Rapport London

Partnership Lead: Jamie Vaughan

Key Focus: Brand and E-commerce

Rapport London has been at the forefront of horological excellence for over 125 years, providing high-quality watch winders, boxes and accessories. Though the British heritage brand had a spike in sales during COVID-19, their results began to stagnate after the pandemic, despite working with previous agencies. Although Rapport was investing in various marketing initiatives, they didn’t seem to resonate with the modern luxury watch buyers. It became our job to reestablish Rapport as a brand that referenced its established history whilst also catering to the contemporary and future consumer. The solution was a multi-stage strategy focused on timeless rebranding, revamping e-commerce interaction and developing numerous growth initiatives.