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Decoding Overtone’s Marketing Strategy: How Innovation and Inclusivity Drive Success

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Overtone Haircare has achieved impressive growth in the competitive beauty industry. By mid-2025, the company had reached around $7 million in annual revenue with a team of 35 employees. 

By August 2025, that revenue had surged to $15 million, reflecting the success of their strategic marketing and operational efforts. 

This growth has been driven by several key initiatives, including optimized conversion rate strategies that significantly boosted revenue.

Overtone’s success can be credited to a mix of strong brand positioning, influencer marketing, and innovative digital strategies, including AI-powered advertising. 

Let’s dive deeper into how these strategies work.

1. Refresh your brand

In 2024, Overtone reinvented its visual and verbal identity to solidify its leadership in the beauty sector. The goal was to align the brand’s voice, tone, and aesthetics with the evolving preferences of its audience, primarily digital native millennials and Gen Z consumers who value self-expression through color.

Overtone reinvented its visual and verbal identity

This brand refresh ensured that Overtone was not just seen as a trendsetter in the hair color space but also as an inclusive and eco-conscious choice. 

Overtone is eco-conscious choice

The updated packaging, modernized website, and messaging that emphasizes vegan and cruelty-free principles helped strengthen this identity.

2. Leverage digital influence

Authenticity is at the core of Overtone’s influencer marketing strategy. Instead of relying solely on high-profile celebrities, Overtone collaborates with a wide range of creators who genuinely share the brand’s values of inclusivity, self-expression, and sustainability.

By working with influencers who embody these qualities, Overtone ensures that each message is not just promotional, but a reflection of the brand’s ethos. For instance, the “For Brown” line campaign, which featured influencers showcasing before-and-after transformations, has been particularly effective. 

@overtonecolor

Beetle Juice Hair Transformation with @chicadeluz__ 🖤🪲🧃 Overtone products used: Pastel Green Coloring Conditioner Extreme Green Coloring Conditioner

♬ original sound - oVertone Color

These types of campaigns feel more organic to the audience because they focus on real, relatable results rather than glossy, unrealistic beauty standards. 

When influencers authentically demonstrate how Overtone’s products work on various hair types, it connects with consumers who feel represented by the content.

3. Build a community with user-generated content

Overtone excels at integrating user-generated content (UGC) into its marketing strategy, turning customers into active brand advocates. 

By encouraging customers to share their hair transformation stories and tag the brand on social media, Overtone fosters a sense of community and engagement.

The use of branded hashtags like #OvertoneColor not only amplifies customer voices but also creates a shared space where users can connect over their experiences with the brand.

This UGC is then cleverly incorporated into email marketing campaigns, allowing Overtone to showcase real, authentic product results. 

Overtone e-mail: what our community says

4. Take advantage of AI-powered advertising

Overtone stands out by using AI-driven contextual intelligence to elevate its advertising strategy. This innovative approach goes beyond traditional demographic targeting by analyzing the content and context in which ads are placed. 

Overtone Facebook ads.

The AI system allows Overtone to place ads within highly relevant, culturally resonant environments that align with current trends, events, and consumer sentiments.

In addition to precise targeting, Overtone leverages visually engaging creative assets, including short-form videos and dynamic banner ads. These creatives showcase vibrant hair colors, real-life transformations, and the brand’s fun, inclusive personality.

For example, Overtone’s AI ensures that advertisements are shown during conversations around self-expression, sustainability, or beauty diversity, topics that their target audience cares about deeply. 

Overtone Google Advertisements

This strategic ad placement helps the brand reach the most relevant consumers in moments that matter to them, which not only boosts ad engagement but also improves ROI by increasing conversion rates. 

By moving beyond traditional brand safety measures, Overtone creates a deeper, more meaningful connection with consumers, tapping into trends in real-time.

4. Optimize the website experience

When it comes to website optimization, Overtone focuses on providing a seamless user experience that encourages conversions at every touchpoint. 

Their CRO strategy includes a well-structured mega menu with clear categories and product visuals, simplifying the user journey. 

Overtone well-structured mega menu with clear categories

Upon entering the website, visitors are immediately greeted by a multi-step popup designed to capture valuable customer information. 

Overtone has multi-step popup

The first step requests the customer’s email address and prompts them to share their hair goal to help personalize their shopping experience. 

In the next step, customers have the option to provide their phone number for SMS updates, though they can skip this step by selecting the “No thanks” option if they prefer.

Overtone popup also asks for phone number

Overtone’s detailed product pages include high-quality images and comprehensive descriptions, instilling confidence in consumers. 

They integrate customer reviews and testimonials to enhance credibility, helping potential buyers feel comfortable enough to click “buy.”  

Overtone integrates customer reviews and testimonials

When customers add a product to their cart, Overtone prompts them with upsell opportunities to enhance their shopping experience. For instance, they may receive an offer to “Upgrade to the Ultimate Duo,” which pairs the product with a matching shampoo and conditioner. 

Overtone offer to “Upgrade to the Ultimate Duo"

This strategy not only encourages a higher average order value but also guides customers toward complementary products that improve the overall value of their purchase—and their results.

5. Perfect your lifecycle marketing

Overtone excels at lifecycle marketing, leveraging both email and SMS campaigns to keep customers engaged and loyal. 

They send personalized messages at key moments—like welcome emails, VIP campaigns, and reactivation messages—ensuring that each email feels timely and relevant. 

These communications often feature product recommendations, exclusive offers, and loyalty rewards, which encourage repeat purchases.

Overtone excels at lifecycle marketing.

By segmenting their audience, Overtone sends tailored messages based on customer behavior. Whether it’s reaching out to lapsed customers or rewarding loyal buyers, this approach has led to strong results, with VIP campaigns achieving conversion rates up to 40%.

SMS campaigns further boost engagement by delivering real-time updates and offers directly to customers’ phones, keeping the brand top of mind. Combining email and SMS helps Overtone strengthen customer relationships and improve open and conversion rates across both channels.

6. Think long-term success

Overtone’s subscription service and membership program are essential for fostering customer loyalty and ensuring long-term engagement. 

The subscription model guarantees that customers never run out of their favorite products by offering regular deliveries, making it simple for them to stay stocked up on essential hair care items.

The Membership program further strengthens this relationship by allowing customers to earn points for every purchase, which can be redeemed for discounts or other rewards. 

Overtone also has a club membership.

This creates an incentive for repeat purchases, deepening the connection with the brand and encouraging ongoing engagement.

Overtone also uses teaser notifications on its website. When visitors click on the teaser, a side message appears saying “Welcome to the Color Club.” 

Color Club is also promoted by a side message.

This message, featuring clickable buttons, clearly outlines the exclusive benefits of the program, offering a quick snapshot of what customers can gain by joining. 

Wrapping up

Overtone’s marketing strategy is a perfect example of how innovation and inclusivity drive success. Through a bold brand refresh, AI-driven advertising, strategic influencer partnerships, and a focus on user-generated content, Overtone has built a strong connection with its audience.

By staying true to its core values of inclusivity and sustainability, Overtone has solidified its position as a leader in the beauty industry. This approach doesn’t just boost sales, it fosters long-term customer loyalty and advocacy, ensuring sustained growth for the brand.

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Anna Varga

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