Challenge
Paul Mitchell aimed to revitalise its digital presence to better reflect its status as a global, market-leading haircare brand. The existing site didn't fully showcase the range of products, brand story, or philanthropic values. A key requirement was to mirror the energy and engagement of Paul Mitchell’s social channels while creating a modern, scalable platform for education, discovery, and commerce.
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Solution
Equator partnered with Paul Mitchell to create a visually engaging, high-performance digital experience. Built on Umbraco, the platform combined brand storytelling, education, and utility to serve both professionals and consumers.
- Designed and built a responsive Umbraco platform aligned to Paul Mitchell’s brand ethos
- Integrated rich storytelling to connect products with values and purpose
- Showcased key product lines and educational content through tutorials
- Delivered an Ask a Stylist forum to drive engagement and community
- Implemented a salon locator to support discovery and conversion
- Enabled e-commerce for selected territories
- Delivered through close collaboration across global teams using flexible, remote delivery
Results
Gold W3 Award within two months of launch
Nominated as Communication Arts Web Pick of the Day
Shortlisted for Awwwards Site of the Day
Substantial uplift in engagement across content and brand experience
Outcome
Paul Mitchell now runs an award-winning digital platform that combines its products, education, and values into one seamless experience. The website enhances the global brand presence, increases engagement, and offers a scalable foundation for future growth across markets.