How BaBylissPRO Built Its Highest-Converting Digital Touchpoint

About BaBylissPRO

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BaBylissPRO is a professional hair tools brand serving stylists, barbers, and consumers across a broad retail and ecommerce footprint. Such meaningful distribution also meant the vast majority of customers were purchasing outside of its owned ecosystem.
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BaBylissPRO turned to Brij to modernize product registration and own the customer relationship wherever they shopped.

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The Challenge

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Turning retail purchases into customer relationships

With a majority of sales happening through retail and Amazon, BaBylissPRO had limited visibility into who was actually buying its products.

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Once a product left a retailer’s shelf or an Amazon fulfillment center, the brand had few opportunities to identify that customer, understand their purchase, or bring them into an owned lifecycle marketing journey.

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Modernizing a fragmented registration experience

Existing registration tools were rigid, difficult to update, and limited in how closely the experience could reflect the BaBylissPRO brand. At the same time, customers could encounter different QR destinations for registration, manuals, and other product resources, creating unnecessary friction after purchase.

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BaBylissPRO wanted registration to also connect customers with education, offers, reviews, and other relevant post-purchase experiences.

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Activating high-intent website traffic

BaBylissPRO also saw an opportunity hiding in plain sight: customers were already coming to its website specifically looking to register their tools.

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The challenge was giving those high-intent visitors a clear, frictionless path to registration despite broader website and platform constraints, and capturing deterministic purchase data in the process.

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The Brij Solution

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Branded product registration 

BaBylissPRO launched Brij-powered registration experiences tailored to its two key product lines: Styling and Barber.

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Customers can register their products while sharing actionable first-party data including email, SMS opt-in, product details, purchase location, and purchase date.

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Rather than stopping at registration, Brij gives BaBylissPRO the flexibility to connect customers with educational resources, product content, and a 15% follow-up purchase incentive.

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Registration and initiation events also flow into Klaviyo, allowing BaBylissPRO to trigger welcome journeys, segment customers, and follow up with users who begin but don't complete registration.

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Turning the website into a high-converting activation channel

Website activation quickly emerged as one of the strongest parts of BaBylissPRO's Brij strategy.

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BaBylissPRO placed "Register Your Tools" prominently on BaBylissPRO.com, giving customers an easy path to registration even if they never encountered, or no longer had access to, a product QR code.

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The experience lives on the custom reg.BaBylissPRO.com domain and is optimized so customers searching online for BaBylissPRO registration can reach the Brij-powered experience directly.

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The result: website visitors arrive with strong intent and convert at an exceptional rate.

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The website is delivering BaBylissPRO's highest-quality traffic and some of its strongest conversion rates.

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Building an omnichannel activation engine

Brij also allowed BaBylissPRO to extend the same strategy beyond its website.

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QR codes across packaging, inserts, stickers, and instruction materials create registration opportunities at the moment of unboxing. New products are being equipped with Brij QR codes in partnership with the product team.

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On social, BaBylissPRO replaced Linktree with a branded Brij experience, creating another path into its digital ecosystem across Instagram, TikTok, and other platforms.

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Each entry point can be tracked separately, giving the team visibility into not only how much traffic each channel generates, but how effectively that traffic turns into first-party customer relationships.

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Creating a flexible platform the team can evolve

Unlike its previous registration infrastructure, Brij gives the BaBylissPRO team the ability to update experiences and content without lengthy development cycles.

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That flexibility enables the brand to experiment with education, community experiences, offers, product-specific journeys, and new acquisition channels while maintaining a consistent branded experience.

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The Results

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Within months of launch, BaBylissPRO began seeing its Brij-powered registration ecosystem scale across website, packaging, and social traffic.

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Website activation has been a standout performer:

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• 27% overall data capture rate from website traffic, well above benchmarks
• 24% conversion for Styling web registration
• 52% conversion for Barber web registration
• Website traffic is currently the highest-intent, highest-converting traffic source

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At the same time, the broader omnichannel program continues to gain momentum:

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• Monthly registrations, visitors to the Brij experience, and social-generated scans all continue to rise 
• On-product traffic converted at more than 2x the rate of social traffic
• Registration data is flowing into Klaviyo for segmentation and lifecycle activation

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More importantly, BaBylissPRO can now compare customer behavior across website, social, and physical product touchpoints, giving the team a clearer picture of where its highest-intent customers are engaging and what content/CTAs each channel responds best to.

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The website results demonstrate the value of that approach. Rather than treating the website simply as a product catalog or brand destination, BaBylissPRO is using Brij to turn existing high-intent traffic into identifiable, actionable customer relationships.

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What’s Next

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Closing the retail attribution loop with Brij Signal

The next phase of BaBylissPRO's strategy is focused on a particularly important challenge: connecting advertising to retail purchase behavior.

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BaBylissPRO is exploring using Brij Signal to connect known retail purchases back to advertising campaigns and give ad platforms better signal based on customers who actually bought BaBylissPRO products.

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Signal could help address two major opportunities: 

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1. Measuring paid media against retail outcomes 
2. Optimizing campaigns using signal from real retail purchasers, not only DTC conversions

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The progression is a natural extension of the strategy BaBylissPRO has already built with Brij: first, create digital touchpoints that identify retail customers. Then, activate that first-party data across lifecycle marketing. Finally, use those customer signals to better understand and optimize the marketing that drives retail demand.

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With its website already converting high-intent visitors into known customers, BaBylissPRO is building the first-party data foundation needed to make that next phase possible.

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