From Bestseller Brand to Scalable Business
Client: René Fris Haircare
Role: Fractional CMO (Strategy, Execution & Oversight)
Scope: Shopify migration · Paid Ads · Email · Brand Strategy · Profitability
The Situation
René Fris Haircare had a strong foundation. A well-known name. A standout hero product. But when one product carries the weight of your entire business, you hit a ceiling fast.
The mission?
Build a brand that sells more than a single bestseller. And do it in a way that feels high-end, structured, and long-term—without breaking what already works.
What We Took On (and Why)
From outdated to scalable
We transitioned the brand from an old, clunky WordPress setup to a conversion-focused Shopify store. Faster, cleaner, and finally built to sell the entire product line—while matching the feel of a premium haircare brand.
From push to pull
We stopped shouting “buy now” and shifted into pull-based marketing. With only ~3% of people being ready to buy at any given time, the focus became building interest, trust, and demand with the other 97%.
We used storytelling, education, and product insights to warm up cold audiences. Lead gen campaigns pulled in qualified leads (more on that below), and ads started working harder—without working louder.
Full funnel, full control
We rebuilt the entire ads structure:
Product diversity across campaigns
Messaging tailored by awareness level
Creative frameworks based on real customer problems, not generic claims
This wasn’t just “media buying.” This was creative direction, offer logic, and structure designed to convert—not guesswork.
Lead generation that actually matters
We built lead magnets and funnels that spoke to people’s actual hair concerns—not random giveaways. The result? A +487% increase in the email list with engaged leads who were nurtured properly, not just dumped into flows.
Email flows that match the brand
No more “Insert Discount Here” templates. We built brand-aligned Klaviyo flows that guided people naturally through welcome, education, post-purchase, and winback journeys. The tone? Helpful, confident, and clear. Like the brand itself.
Profit first. Always.
Behind the scenes, I audited costs and cut what didn’t serve growth. We cleaned up overhead, sharpened metrics, and stayed focused on scalable profit — not just topline.
The Outcome
+97% Total revenue
+35% Conversion rate
+28% Returning customers
+487% Lead list growth
All driven by one person overseeing strategy, creative, ads, website, email, and profit discipline — from idea to execution.
Final Thought
This wasn’t a big team. No expensive agency. No fluff. Just clarity, systems, and consistent execution.
René Fris Haircare now has a stronger foundation, a broader customer base, and a setup built to scale — all without losing its soul.
