AI powered curl segmentation and 12 personalized landing paths that increased AOV, conversion, and new customer acquisition.
InHAIRitance Curl Spa is a Canada based haircare brand focused exclusively on textured, curly, and coily hair. Built around the philosophy that every curl pattern requires distinct care, the brand combines education driven content with targeted formulations designed for specific curl identities.
With clearly segmented product lines and routine led merchandising, Inhairitance helps customers move beyond generic haircare into structured curl care.
The rollout was executed in close partnership with CNW Digital, led by Clarissa Wright. Clarissa worked alongside Tangent across the full experience build, from Figma design and quiz structuring to curl mapping logic and the development of 12 personalized landing pages. Her involvement ensured the Curl ID Quiz was not just a personalization layer, but a cohesive conversion journey aligned with Inhairitance's brand identity and routine first merchandising strategy.
InHAIRitance organizes its products around distinct curl identities, but translating curl type, texture, and hydration needs into the right routine online required more than static product pages.
Shoppers struggled to connect their curl type to the right product routine.
Multiple wash, condition, and styling steps increased decision friction.
Customers purchased single products instead of full curl systems.
Browsing the catalog lacked a personalized, conversion focused path.
To transform curl identity into a measurable growth engine, Tangent built a guided Curl ID experience that segments shoppers into one of 12 personalized landing paths.
Logic connects curl type and texture to a defined routine.
Each curl identity redirects to a dedicated routine page.
High intent curl data fuels lifecycle marketing.
Pages are structured to drive full system purchases.
Figma led flow ensures consistency from quiz to landing page.
"The goal was to make each curl path feel intentional. From the quiz flow to the landing pages, everything needed to connect. When the structure is right, conversion naturally improves."
Personalization transformed curl discovery into a structured routine engine that drives higher value, stronger conversion, and measurable revenue impact.
Quiz & Conversion Performance
Strong engagement and conversion across every curl segment.
Engagement & Retention
Quiz data powered new acquisition and high-performing lifecycle campaigns.
Inhairitance turned curl identity into 12 personalized landing paths, driving higher AOV, stronger conversion, and measurable new customer growth.
