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How Genuine Haircare builds lasting customer relationships through WhatsApp automation
How Genuine Haircare builds lasting customer relationships through WhatsApp automation
How Genuine Haircare builds lasting customer relationships through WhatsApp automation
How Genuine Haircare builds lasting customer relationships through WhatsApp automation
Within just four months, Genuine Haircare transformed its post-purchase communication through automated WhatsApp Journeys. The brand generated over €1,240 in attributed revenue, achieved an average 24% CTR, and collected more than 3,300 WhatsApp subscribers — all while staying true to its calm, authentic brand voice.
Generated Revenue
Generated Revenue
Generated Revenue
€1,242.45
€1,242.45
€1,242.45
€1,242.45
€1,242.45
CTR
CTR
CTR
24%
24%
24%
24%
24%
Subscribers Gained
Subscribers Gained
Subscribers Gained
3,336
3,336
3,336
3,336
3,336
Industry
Beauty & Personal Care (Premium Haircare)
Company description
Genuine Haircare is a German D2C brand founded by master hairdresser Jörg Wilken, offering salon-grade haircare products designed for home use. As a third-generation family business, Genuine focuses on honest, minimalist formulations made in Germany — free from silicones, parabens, and unnecessary additives. Each product combines effectiveness, sustainability, and the feeling of “fresh-from-the-salon” care.
Company size
10–20 employees
Website
Use case
Automated post-purchase Journeys via WhatsApp
Business need
Strengthen customer retention and drive repeat purchases while maintaining brand authenticity
Messaging channel
Company Challenge & Testimonial
Before Keaz, Genuine Haircare relied mainly on email communication, which often went unnoticed in customers’ inboxes. For a brand built on personal relationships and salon-quality expertise, this lacked the immediacy and warmth needed to stay connected.
Before Keaz, Genuine Haircare relied mainly on email communication, which often went unnoticed in customers’ inboxes. For a brand built on personal relationships and salon-quality expertise, this lacked the immediacy and warmth needed to stay connected.
Before Keaz, Genuine Haircare relied mainly on email communication, which often went unnoticed in customers’ inboxes. For a brand built on personal relationships and salon-quality expertise, this lacked the immediacy and warmth needed to stay connected.
“Our brand stands for honesty and care — and Keaz helps us communicate exactly that. Every WhatsApp message feels personal, just like a conversation in the salon. It’s our way of staying close to our customers — naturally, without pressure.”
— Jörg Wilken, Founder of Genuine Haircare
Campaign Goal
The main objective was to build a stronger post-purchase experience by automating genuine, human communication.
From order confirmation to feedback and reactivation, every message was designed to reflect Genuine’s natural tone — thoughtful, personal, and never intrusive.
The main objective was to build a stronger post-purchase experience by automating genuine, human communication.
From order confirmation to feedback and reactivation, every message was designed to reflect Genuine’s natural tone — thoughtful, personal, and never intrusive.
The main objective was to build a stronger post-purchase experience by automating genuine, human communication.
From order confirmation to feedback and reactivation, every message was designed to reflect Genuine’s natural tone — thoughtful, personal, and never intrusive.
Campaign Setup
Abandoned Checkout Journey
Abandoned Checkout Journey
Abandoned Checkout Journey
Triggered when a customer leaves the checkout without completing the order.
Personalized reminder crafted in Genuine’s warm, calm tone
CTR: 70.3% (first message), 48% (follow-up)
Triggered when a customer leaves the checkout without completing the order.
Personalized reminder crafted in Genuine’s warm, calm tone
CTR: 70.3% (first message), 48% (follow-up)
Triggered when a customer leaves the checkout without completing the order.
Personalized reminder crafted in Genuine’s warm, calm tone
CTR: 70.3% (first message), 48% (follow-up)
Second Purchase / Customer Bond Journey
Second Purchase / Customer Bond Journey
Second Purchase / Customer Bond Journey
A short post-purchase flow thanking customers and keeping the conversation open.
Messages Delivered: 702
Reads: 585
Journey Completion: 100%
A short post-purchase flow thanking customers and keeping the conversation open.
Messages Delivered: 702
Reads: 585
Journey Completion: 100%
A short post-purchase flow thanking customers and keeping the conversation open.
Messages Delivered: 702
Reads: 585
Journey Completion: 100%
First Purchase → Feedback → Repurchase Journey
First Purchase → Feedback → Repurchase Journey
First Purchase → Feedback → Repurchase Journey
A 3-step automation connecting every stage after purchase:
Order Confirmation
Feedback Request
Reactivation after 30 days with a tailored comeback message
Messages Delivered: 1,333
Reads: 1,052
Engagement Rate: 70.8%
A 3-step automation connecting every stage after purchase:
Order Confirmation
Feedback Request
Reactivation after 30 days with a tailored comeback message
Messages Delivered: 1,333
Reads: 1,052
Engagement Rate: 70.8%
A 3-step automation connecting every stage after purchase:
Order Confirmation
Feedback Request
Reactivation after 30 days with a tailored comeback message
Messages Delivered: 1,333
Reads: 1,052
Engagement Rate: 70.8%
Campaign Results
Over the course of four months, Genuine Haircare achieved:
€1,242.45 in attributed revenue
3,336 WhatsApp subscribers collected
24% average CTR across all Journeys
1.24x ROAS (based on total Meta + Stripe spend)
70.8% engagement rate on the Repurchase Journey
Fully automated setup integrated with Shopify
Every WhatsApp message feels like a one-on-one conversation — reflecting Genuine Haircare’s philosophy of well-aging, not anti-aging: beauty that adapts to life, not the other way around.
Over the course of four months, Genuine Haircare achieved:
€1,242.45 in attributed revenue
3,336 WhatsApp subscribers collected
24% average CTR across all Journeys
1.24x ROAS (based on total Meta + Stripe spend)
70.8% engagement rate on the Repurchase Journey
Fully automated setup integrated with Shopify
Every WhatsApp message feels like a one-on-one conversation — reflecting Genuine Haircare’s philosophy of well-aging, not anti-aging: beauty that adapts to life, not the other way around.
Over the course of four months, Genuine Haircare achieved:
€1,242.45 in attributed revenue
3,336 WhatsApp subscribers collected
24% average CTR across all Journeys
1.24x ROAS (based on total Meta + Stripe spend)
70.8% engagement rate on the Repurchase Journey
Fully automated setup integrated with Shopify
Every WhatsApp message feels like a one-on-one conversation — reflecting Genuine Haircare’s philosophy of well-aging, not anti-aging: beauty that adapts to life, not the other way around.
📱Experience Genuine Haircare’s WhatsApp Journey firsthand at genuine-haircare.de
What’s Next
Following the success of its WhatsApp Journeys, Genuine Haircare plans to:
Launch Well-Aging product campaigns via WhatsApp
Connect loyalty rewards (“genuine Coins”) directly to subscriber engagement
Expand personalized Journeys with product-based recommendations
The next step: turning every subscriber into a long-term Genuine advocate — for honest care that lasts a lifetime.
Following the success of its WhatsApp Journeys, Genuine Haircare plans to:
Launch Well-Aging product campaigns via WhatsApp
Connect loyalty rewards (“genuine Coins”) directly to subscriber engagement
Expand personalized Journeys with product-based recommendations
The next step: turning every subscriber into a long-term Genuine advocate — for honest care that lasts a lifetime.
Following the success of its WhatsApp Journeys, Genuine Haircare plans to:
Launch Well-Aging product campaigns via WhatsApp
Connect loyalty rewards (“genuine Coins”) directly to subscriber engagement
Expand personalized Journeys with product-based recommendations
The next step: turning every subscriber into a long-term Genuine advocate — for honest care that lasts a lifetime.