Back to Basics recently revamped its product line—all-new packaging and formulations were introduced—and the company redesigned its website to reflect the new look and feel of the brand. “We wanted to connect with the consumer and stylist by providing a resource that offered easy-to-access information that was both educational and entertaining,” explains Lisa O’Connor, executive director of marketing for Back to Basics. “It’s also an incredible guide to client outreach and relationship building for stylists and salon owners.”

The interactive website, www.backtobasics.com, is consumer- and stylist-friendly. The Discover page explains what has changed about the product line and why. Back to Basics devotes several pages to descriptions of its hair care products, as seen on the Haircare and Styling & Finishing pages. But it also produces a range of skin care products, each item fully explained on the Bath & Body page. On the Learn page, users can decide which Back to Basics product is right for them, find out more about the products’ ingredients, discover how to achieve certain styles, and be advised by a pro, Jarrod Harms, Graham Webb’s national educational director.

The members-only Salon Professional page features information on retail selling tips and Styling Technicals, downloadable videos that offer step-by-step instructions on how to achieve different hairstyles. Because Back to Basics distributes only to salons, diversion can be a problem. The Diversion page discusses the problems associated with selling salon-only brands outside of licensed salons. As it explains on the website, diversion “degrades the professionalism and credibility of Graham Webb products and negatively affects the salon industry as a whole, both ethically and financially.” Other gems within the Salon Professional pages include the Salon Finder Enrollment page, which provides the opportunity for salons to be listed on the website so potential clients can locate them; details on the recently enhanced salon loyalty program are explained on the Designer Salon page; and other tools, including promotional selling tips, downloadable templates for e-news blasts, referral cards, product recommendation pad and counter cards.

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