Matter Of Form works in close partnership with Tangle Teezer to deliver successful digital transformation

2 months ago  •  By  •  0 Comments

Since 2007, Tangle Teezer founder Shaun Paulfrey has been revolutionising haircare with his award-winning detangling hairbrushes through innovative design and their unique ‘teeth’ technology. The British designed and manufactured company continues to take the beauty industry by storm, driven by new ideas and product development. 

In close partnership with Tangle Teezer, Matter Of Form have re-platformed their former site from Magento 2 to Shopware, whilst delivering a brand new bolder design concept and improved user experience. The new, exceptionally-crafted website captures Tangle Teezer’s vivacious spirit as a brand, whilst reinforcing their haircare expertise and originality.

In recent years, growth in copycat products and a growth in sales via channels like Amazon and Boots has led to the brand story being diluted. Tangle Teezer needed a refresh of their digital experience to offer a point of difference to their customers and better reflect their ground-breaking products. 

The new consumer journey weaves brand and educational content throughout the consumer journey, to champion Paulfrey’s story and promote the innovation behind the teeth technology and products.

The site also includes a new professional section of the site for B2B salon partners of the brand.

Commenting on the partnership, Kirsten Romo De Vivar Graves, e-Commerce Manager at Tangle Teezer reflected on the teams’ dedication to quality and full-service approach:

“Matter Of Form worked collaboratively with us from research and UX phase, through design and finally to a complete re-platform and redevelopment of the site onto Shopware. With a view to creating much more content management flexibility, Matter Of Form delivered a unique and enhanced user journey, weaving educational content throughout to promote the brand story whilst still maintaining a focus on conversion. We’re very excited  with the outcome and have seen a positive uplift in metrics in the weeks since launch.

Holly Selby, Account Manager at Matter Of Form added,

“Having worked with Tangle Teezer for over five years, we were delighted to be given the opportunity to collaborate with them on the latest iteration of their website. For us, achieving the right tension between brand and conversion is key to a successful ecommerce experience. We were excited by the opportunity to bring Tangle Teezer’s amazing and innovative product story to the forefront, whilst still working to deliver successful sales metrics. We’ve thoroughly enjoyed working with Tangle Teezer to problem-solve on this project and look forward to continuing our successful partnership.”

Matter Of Form is thrilled with the outcome and very much look forward to future engagements with Tangle Teezer. 


About Matter Of Form

At MOF we’re passionate about creating exceptional brand-led experiences that leverage our knowledge, design methodologies and the latest in what technology has to offer in terms of human interactions and business efficiencies.

If you’d like to discuss how Matter Of Form partner to provide strategic design and tech services, please get in touch via [email protected] to arrange a time to speak with our team of consultants or visit www.matterofform.com.