BLOWN, building the digital brand ecosystem for a new haircare launch
BLOWN is the science-led haircare brand created by internationally recognised hairstylist Olivier Lebrun.
Ahead of its April 2026 launch, the brand needed more than an e-commerce website. It needed a complete digital environment that could translate Olivier’s expertise, explain the brand’s biomimetic approach, and guide customers through a new premium product range.
Slava led and produced the digital brand experience from pre-launch through the brand’s first months on the market.
We developed the website, customer journey and complete copy across four core products and five product packs.
We also created the supporting AI imagery, built three automated email flows and continue to produce three to four editorial and commercial newsletters each month.
Rather than treating the website, CRM, imagery and brand voice as separate deliverables, we built them as one connected system.
Every touchpoint was designed to make the science understandable, the products desirable and the customer journey coherent.
Slava continues to advise BLOWN on its digital presentation, customer experience and ongoing brand development.
Our role
Digital brand direction
Customer-journey development
Website production and copywriting
Product and pack presentation
AI image creation
Email strategy and automated flows
Ongoing newsletters
Ongoing brand consultancy
Early results
Email has become a meaningful commercial channel during the brand’s first months:
- 23.31% of attributed revenue generated through email
- More than 58% average newsletter open rate
The result is not simply a collection of launch assets, but a working digital infrastructure designed to support the brand as it grows.
7 July 2026