Compare accounts with everyday actions
Read comments on consumption and dispensing alongside the diaries. This helps locate the moment when packaging or texture complicates the ritual and turns it into a product question.
ADWOA BEAUTY / TEXTURED HAIR
Adwoa Beauty: turning the first wash day into lasting loyalty
A US retention study combining 50 hair-care diaries, 40 in-depth interviews, 2,000 CAWI respondents, audits of 25 Sephora locations and 18 months of D2C sales data.
CONCEPTUAL ILLUSTRATIONROUTINE / TRUST / LOYALTY
5014-day video diaries
40in-depth interviews
2,000CAWI respondents
25Sephora locations
01 / CONTEXT
Growth starts with understanding everyday care
Adwoa Beauty is a textured-hair care brand founded by Julian Addo in Dallas, Texas. In the project context, its premium ranges served hair types 3A–4C through Sephora in the US and Canada and its own direct-to-consumer channel, adwoabeauty.com.
Initial interest in an aesthetically distinctive Clean Beauty brand created room to grow. Customers also had a choice of specialist competitors and premium ranges from larger manufacturers. Retention depended on a connected experience: product performance, consumption, packaging, instructions and availability.
The project covered the United States, with a focus on Texas, California, New York, Georgia and Illinois. The quantitative survey ran nationwide. Research included women and men with hair types 3A–4C across the 18–24, 25–34 and 35–45 age groups.
Multicultural loyalty was explored through people’s routines, experiences of embracing natural hair and expectations of results. The strategic challenge was to retain the trust of the existing community while making the brand accessible to new customers with varied needs.
Scale while staying close to the community
Build an analytical foundation for retention strategy, the product portfolio and omnichannel presence. Connect product choices to real care routines and identify changes that support the next purchase.
02 / QUESTIONS
From first choice to the next order
- 01
Understand each step of wash day
Examine cleansing, conditioning, styling, night-time care and the intervals between full wash days. Identify friction, excessive consumption and gaps between expected and experienced results.
- 02
Explain switching between brands
Explore moves to and from Adwoa Beauty, including comparisons with Pattern Beauty, Bread Beauty Supply, Briogeo and Mielle. Consider formula preference alongside the appeal of a complete set, price, availability and instructions.
- 03
Compare D2C with Sephora
Understand what people know when they arrive at the shelf or website, what selection support they receive and how the first purchase channel connects to subsequent product use.
- 04
Make Inclusive Clean Beauty specific
Explore the importance of ingredients and expectations around parabens, sulfates and silicones alongside visual and tactile styling results. Pay particular attention to 4B/4C experiences and how clearly the brand communicates its promise.
03 / MIX-METHOD
Five methods, one research framework
50Digital hair-care diaries
14 days · Baomint, Melonberry and Blue Tansy+
Digital hair-care diaries
14 days · Baomint, Melonberry and Blue TansyParticipants recorded their routines on video and commented on texture, fragrance, consumption, dispensers and scalp sensations. The diaries placed products inside everyday care, including combinations and preparation for the next wash day.
Method role: compare expected convenience with observed actions and notice recurring friction that can be difficult to recall in a single retrospective conversation.
40In-depth online interviews
Natural hair · choice history · trust+
In-depth online interviews
Natural hair · choice history · trustInterviews explored perceptions of natural hair, the influence of TikTok and Instagram, first contact with the brand and switching experiences. Discussing specific situations helped explain what people considered a successful result and why they chose to buy again.
Method role: understand what care means to the individual, the language of their expectations and how a practical inconvenience becomes a reason to leave.
2,000Quantitative online survey — CAWI
Nationwide US · premium textured-hair care+
Quantitative online survey — CAWI
Nationwide US · premium textured-hair careThe project materials describe a representative sample of premium curly- and textured-hair care users, used to validate qualitative hypotheses and segment the audience. Topics included selection criteria, usage experiences and barriers to repeat purchase.
Method role: examine the prevalence of identified needs and compare responses across age groups, hair types and purchase channels.
25Sephora shelf audits and mystery shopping
Locations · visibility · consultation+
Sephora shelf audits and mystery shopping
Locations · visibility · consultationResearchers assessed brand visibility in Textured Hair, consultants’ knowledge of Adwoa Beauty ingredients and product characteristics, and cross-recommendations. The audit connected shelf presentation with the information customers needed before first use.
Method role: establish how the retail environment helps shoppers choose a range and move from an appealing bottle to an understandable care routine.
18 mo.D2C cohort and basket analysis
Anonymized transactions · repeat purchase by SKU+
D2C cohort and basket analysis
Anonymized transactions · repeat purchase by SKUEighteen months of direct-sales data complemented observation and interviews. Analysis focused on repeat purchase frequency for individual SKUs, basket composition and order sequences within customer cohorts.
Method role: connect customer accounts with ordering behavior and identify products that need different replenishment rhythms.
The counts refer to separate methods: 50 diary participants, 40 interviews, 2,000 CAWI respondents and 25 retail locations. The project account does not specify participant overlap between stages.
Connect accounts, behavior and transactions
Diaries show actions, interviews explain their meaning, the survey examines prevalence, retail audits reveal selection context and transactions capture product repurchase. Together, these sources connect customer experience research to product, education and retention decisions.
04 / RETENTION SCENARIOS
Different routines, different support needs
The four scenarios below interpret the case findings for strategy. They organize decisions rather than introduce additional measured segments with established population shares.
01Discovering the brand on the shelf
Confidence in selection and first use+
Discovering the brand on the shelf
Confidence in selection and first useDesign and gender-neutral packaging attract attention. Knowledge of a particular formula and application technique may still be limited: an important part of the experience starts at home.
What supports valueOffer short instructions near the product, on packaging and through a QR code, with clear guidance on each range’s purpose and application steps.
02An established routine for a dense curl pattern
Predictable results and suitable consumption+
An established routine for a dense curl pattern
Predictable results and suitable consumptionPeople with an established ritual care about richness, product combinations and the desired feel of their hair. Among participants with 4C hair, a need for richer products was particularly relevant.
What supports valueShow application by curl pattern and care context; align volume, dispensing and expected results while allowing for differences within any hair type.
03Replenishing a regular D2C basket
Replace the product that has actually run out+
Replenishing a regular D2C basket
Replace the product that has actually run outProducts within the same range are used at different speeds. A customer needs to replace conditioner separately and preserve a working combination without switching the entire set.
What supports valueProvide flexible delivery intervals per SKU, clear order controls and larger formats for frequently consumed products.
04Men using textured-hair care
Clear care guidance without a gender barrier+
Men using textured-hair care
Clear care guidance without a gender barrierAround 18% of regular users of the baobab-and-mint ranges in the project materials were men with short or medium-length textured hair and beards. Gender-neutral packaging helped make the category approachable.
What supports valueInclude relevant routines in education and communication; examine specific needs while retaining the brand’s shared expert and inclusive voice.
05 / CUSTOMER JOURNEY
Six stages in the customer routine
The journey connects selection through Sephora and D2C to care at home. The stages below interpret the project findings, from discovery to replenishment.
- 01
Discovering the brand
Understand whether it fits my routineWhere does a person encounter the brand: Sephora, content or D2C? What attracts attention and which promise do they remember?
Communication priority: connect visual appeal to a clear explanation of the range’s purpose. - 02
Choosing a formula and combination
Build a sequence of careDoes the shopper understand Baomint, Melonberry and Blue Tansy, the roles of individual products and how they fit existing routines?
Selection priority: explain each product’s role and support an appropriate care sequence. - 03
The first wash day
Apply with understandable dosingWhat friction appears around texture, dispensers, layering and sequence? How do sensations of heaviness or stickiness arise?
Education priority: demonstrate application and explain LOC/LCO as Liquid–Oil–Cream and Liquid–Cream–Oil sequences. - 04
Between wash days
Maintain the routineWhat needs appear around scalp care, night-time routines and protective styles? What feels missing between complete wash cycles?
Development priority: translate observed needs into briefs for new categories and relevant educational content. - 05
The first product runs out
Replenish one SKU without changing the systemWhat happens when conditioner runs out before shampoo? How easy is it to replace the right format or change a subscription interval?
Retention priority: support individual consumption rhythms and availability of the right pack size. - 06
Repurchase and recommendation
Trust the whole systemDid results and convenience match expectations? Which reasons for returning recur in orders and feedback?
Team priority: connect product changes, education and D2C service to repeat purchase and customer value.
06 / ANALYSIS
Use different sources to test explanations
Connect purchase channel with usage experience
Sephora and D2C create different conditions for discovery. Consider familiarity with the formula and instructions alongside the channel to identify where selection and application support is needed.
Understand SKU rhythms within cohorts
Basket and cohort analysis place individual products inside a system. Different depletion rates become an input for flexible replenishment and pack-size decisions.
Translate inclusion into practical support
Working with diverse needs calls for useful examples, accessible instructions and attention to context. Hair type, age and channel guide questions; individual experience helps specify the response.
07 / KEY INSIGHTSConsumption, guidance
Consumption, guidance
and the next wash day.
Richer textures and care between wash days
Participants with 4C hair described some Clean Beauty formulas as too light, requiring substantial consumption. Baomint was valued for richness and a cooling mint sensation, alongside a desire for targeted scalp care between wash days.
WHAT THIS CHANGES
Distinguish the main wash-day ritual from between-wash care. Translate reported sensations into product briefs with clear usage contexts and category expectations.
Packaging plays a role in retention
According to the research account, Deep Conditioner was used up 2.5 times faster than shampoo from the same range. An empty conditioner could trigger a switch of the entire set. Large packs without pumps were less convenient in the shower.
WHAT THIS CHANGES
Revisit conditioner formats and dispensers. Make individual replenishment convenient and accommodate different product lifecycles in subscriptions.
First purchase needs an application guide
Appealing bottles and gender-neutral design attracted Sephora shoppers. Without clear LOC/LCO video guidance, an unsuccessful application could result in heavy or sticky sensations and discourage a second purchase.
WHAT THIS CHANGES
Continue the consultation after the store visit with QR access, short videos, application sequences and examples for different curl patterns.
Men already have a place in the community
Around 18% of regular users of the baobab-and-mint ranges in the project materials were men. Packaging without a strongly gendered code helped reduce the entry barrier.
WHAT THIS CHANGES
Support existing demand with relevant scenarios and audience representation in content, retaining shared brand recognition and clear product purposes.
08 / OMNICHANNEL EXPERIENCE
Continue support after purchase
A consistent promise across channels
The shelf, consultation, product page and owned website should explain the same application logic. A connected experience helps customers understand what to select, how to use it and when to replenish.
Clean Beauty in the language of expectations
The project examined ingredient expectations alongside styling results. The practical task is to explain product properties and use cases clearly, with a value proposition that also describes the intended experience.
Education as an extension of service
QR-linked micro-instructions connect packaging to support after purchase. A short video should answer a specific question about amount, sequence or combinations and remain accessible to a new user.
09 / TRANSFORMATION
Four directions for a coherent experience
01PACKAGING AND VOLUMEAlign the format with actual consumption
+
Align the format with actual consumption
The solution
Introduce family and professional Value Size formats for popular deep conditioners, with pump dispensers for convenient use of larger packs.
Customer logicWhen one product runs out first, convenient individual replenishment helps preserve a familiar care system.
Measured result: conditioner-category repeat purchases increased by 28%.
02EDUCATIONAL CONTENTGuide the customer through first use
+
Guide the customer through first use
The solution
Create short application videos for curl types 3A–4C. Place QR codes on packaging and in Sephora brand displays so guidance remains available after purchase.
Customer logicSeeing the application sequence helps customers connect the formula’s promise to their own technique and routine.
Measured result: the share of negative reviews about formula heaviness fell by 42%.
03D2C AND SUBSCRIPTIONSSet a delivery rhythm for each SKU
+
Set a delivery rhythm for each SKU
The solution
Introduce flexible automatic delivery with individual product intervals. The materials give an example of conditioner every three weeks and shampoo every six weeks, adjusted to actual consumption.
Customer logicA subscription supports the existing ritual when products arrive at the right cadence and individual items can be replenished without replacing the whole set.
Measured result: D2C customer LTV increased by 35% in the first quarter after implementation.
04NEW PRODUCT DEVELOPMENTExtend care between full routines
+
Extend care between full routines
The solution
Develop a roadmap for Scalp Serums and care during Protective Styles, including braids, locs and other plaited styles. Translate diary and interview scenarios into requirements for future products.
Customer logicPortfolio expansion should address an observed routine need and complement the understandable roles of existing ranges.
Direction outcome: a medium-term assortment roadmap and identified development niches; no separate numerical effect was specified.
10 / BUSINESS RESULTS
Measured results of the changes
Conditioner repeat purchases
Measured change in category Repeat Rate following packaging and volume initiatives.
Share of negative reviews about formula heaviness
Measured reduction in this review share following the educational-content initiative.
D2C customer LTV
Measured increase in the first quarter after flexible automatic delivery was introduced.
Additional care scenarios
A roadmap for scalp care and protective styles; no separate growth metric is claimed.
The client confirmed +28%, −42% and +35% as measured results. LTV refers to the first quarter after implementation; the project materials do not detail comparison periods or baselines for the other measures.
11 / OPERATING LOGIC
Connect product, education and retention
Product and packaging
Combine feedback about consumption, dispensers and convenience in one brief. Align conditioner formats with actual use frequency and replenishment behavior.
Content and education
Connect application videos, product pages and consultant materials. Maintain a consistent explanation from shelf selection through the first independent routine.
CRM and retention
Account for different consumption intervals and SKU behavior. Relate repeat purchase and LTV to subscription changes while helping people manage their own ordering rhythm.
Community and portfolio development
Continue listening to dense-curl routines, men’s experiences, protective styles and between-wash care. Use feedback to inform product decisions and representation in communication.
12 / OUTCOME
Retention starts inside the everyday ritual
The project connected usage experience with packaging, education, subscriptions and new-category decisions. For Adwoa Beauty, research supported a move from initial interest in a distinctive Clean Beauty aesthetic toward a deeper understanding of its community. Growth strategy rests on accessible expertise, convenient replenishment and alignment between the brand promise and everyday care.
NEEDROUTINEREPEAT CHOICE
FROM UNDERSTANDING TO TRANSFORMATION
Understand why customers return — or leave
We investigate real product use, barriers to repurchase and choice behavior. Turn diaries, interviews, surveys and sales data into a product and retention strategy.