Hair & Co — a hair-extension brand house
An internal case study: three brands, a B2B audience, and a site built in-house.
Hair & Co is a business of the group. We own it, so the work here is open in full.
The business and the problem
Three brands whose differences are hard to explain
Three hair-extension brands we own — TOPEGO PREMIUM+, Tapeit and Smartape — imported directly for more than 12 years. The main business is with salons and hair stylists in Israel, with an agent in every area, alongside a consumer shop.
The audience is salons and hair stylists, which is to say B2B. That changes everything: there is no shopping cart, there are no prices on the site, and the question a professional asks is "which of the three suits the work I do" — a question no single brand can answer on its own.
Starting point
Brands with no single place explaining them
All three brands existed and were being sold, but there was no umbrella site presenting them against each other. A salon's enquiry arrived straight on WhatsApp, with no stage at which the differences could be understood before the conversation.
What was done
One umbrella site for all three brands
- A bilingual umbrella site — Hebrew RTL and English LTR — with a page per brand and a page comparing them
- A single source of truth for the three brands in the code — order, colour and facts — from which the menu, the footer, the brand strip on the home page and the page openings are all derived. Change a brand and it changes across the site at once
- Our own enquiry form instead of an external plugin: the enquiry is kept as a record in the site admin, with CSV export
- No prices on the site — a commercial decision of a B2B business, not an omission
- Structured data for search results
Delivered
What was actually handed over
| Site | hairandco.folo-ads.com |
|---|---|
| Pages | Home, three brand pages, a brand comparison, a professional area, catalogue, shop, about, contact and the legal pages — in both languages |
| Enquiry system | Form, lead stored in the database, an enquiries screen in the admin and CSV export |
| Build period | 28/09/2026 – 02/10/2026 (from the repository history) |
FOLO's part
All of it, on both sides
FOLO built the site, wrote the content and built the enquiry system. Hair & Co supplied the products, the facts about the products, and the commercial decisions.