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Good Dye Young

Good Dye Young is a cruelty-free, vegan hair dye and hair-care brand focused on artistry, community, and self-expression.

The brand was founded in 2016 by Hayley Williams, frontwoman of the pop-punk band Paramore – known in the early noughties for her signature, flame-orange locks.

Williams teamed up with best friend and longtime stylist Brian O’Connor to create a range of rainbow-hued dyes, low-maintenance hair makeup, and color-friendly hair care.

The duo set out to build a fun, super-dynamic brand — from their choice of product names (oh hello, Poser Paste) to their candy-colored site photography. But beyond the aesthetics, they both wanted to create a community:

“Good Dye Young is us trying to empower people and give them the tools, but also to say ‘Hey, we’re right here with you and there are other people like you’. We are trying to break down that wall of this just being a company, and this is really more a community you can be a part of.”
– Hayley Williams, founder

To help bring about the inclusive vibe O’Connor and Williams were looking for, developer Adrian Fraim recommended WooCommerce:

“Good Dye Young decided [that] they needed a website that better reflects who they are as a business, and wanted to explore a different eCommerce solution with more flexibility.

I recommended WooCommerce and revamped their entire website to be more visually appealing and easier to navigate than before. More color, animated product banners, [and] more functionality such as membership accounts, wish lists, and dynamic pricing.”
– Adrian Fraim, Ironside Marketing

To amp up sales and reach new customers, Marketing Manager Jackie Myers changed up the brand’s marketing strategy to focus on hyper-targeted, personalized email campaigns.

To do that, the marketing team used Mailchimp and WooCommerce.

With the Mailchimp integration, GDY seamlessly synced customer data from their WooCommerce store and transformed it into customer segments — which they then used to create fun, personalized customer emails, and exclusive coupon codes.

The result? GDY increased its monthly eCommerce revenue by 305%.


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