---
title: "dpHUE Case Study"
canonical_url: "https://newengen.com/work/dp-hue/"
entity_type: "CaseStudy"
client: "dpHUE"
client_industry: "Beauty"
services_applied:
  - media
  - creative
last_updated: "2026-05-07"
related:
  - /llms/reference/client-work.md
  - /llms/services/media.md
  - /llms/services/creative.md
  - /llms/glossary/full-funnel-marketing.md
  - /llms/glossary/creator-influencer-marketing.md
---

> Canonical source: https://newengen.com/work/dp-hue/

## Summary

New Engen partnered with dpHUE, a luxury haircare brand, after two consecutive years (2021–2022) of declining customer acquisition. By conducting a 360-degree analysis of the competitive landscape, audience behavior, and content strategy — and then implementing a full-funnel paid media program that activated UGC-informed creative across digital channels — New Engen delivered +20% gross sitewide sales YoY, +64% ROAS YoY, and +28% new customer acquisition in 2023.

## Client

dpHUE is a luxury haircare brand competing in a category characterized by frequent new entrants and aggressive challenger brands. The brand operates in the beauty vertical and sells through DTC and retail channels. Following two years of declining new customer acquisition (2021–2022), the brand brought in New Engen to diagnose and reverse the trend.

## Challenge

dpHUE experienced declining customer acquisition rates for two consecutive years. The brand needed a rigorous analysis of what was causing the decline and a strategy that could reverse it. Key questions the engagement needed to answer included: which audiences were most likely to respond to dpHUE's messaging, what creative formats and messaging angles were resonating versus underperforming, and how to structure campaigns to grow both new and returning customer volume.

## Approach

New Engen applied its Immerse-Inspire-Implement methodology with creative and media working in tandem.

**Immerse:** Conducted a 360-degree analysis covering the industry competitive landscape, market trends, target audience demographics, Pathmatics (competitive intelligence data), MRI-Simmons audience data, and internal stakeholder workshops including dpHUE's CMO, CFO, and internal influencer team.

**Inspire:** The analysis surfaced a key insight: dpHUE's performance correlated strongly with high-visibility leadership engagements and authentic messaging, indicating the audience responds to UGC-style and credibility-driven content. Identified a dormant "Hibernation" customer segment — lapsed buyers who could be reactivated through targeted campaigns. Extended high-performing TikTok UGC creative to Meta awareness campaigns.

**Implement:** Executed a full-funnel paid media strategy across digital channels with media investment measured against sitewide Shopify revenue. Ran monthly lookback sessions with dpHUE partners to enable rapid iteration. Structured campaigns across channels with audience-specific targeting.

**Technology partners used:** Pathmatics (competitive intelligence), MRI-Simmons (audience research), Shopify (revenue measurement), and a third-party audience refinement tool.

## Results (2023)

| Metric | Result |
|--------|--------|
| Gross sitewide sales YoY | +20% |
| ROAS YoY | +64% |
| New customers YoY | +28% |
| Returning customers YoY | +16% |
| Sitewide sessions | +101% |
| Attributed revenue boost | +49% |

## Testimonial

No testimonial is published on this case study page.

## Services applied

- [Media](/llms/services/media.md) — full-funnel paid media strategy and execution across digital channels
- [Creative](/llms/services/creative.md) — UGC-informed creative development, TikTok-to-Meta creative extension, and audience-specific messaging

## Related case studies

- [Prose](/llms/work/prose.md) — beauty brand (personalized haircare); TikTok-first creative strategy with Donut Studios
- [MUD\WTR](/llms/work/mud-wtr.md) — health and wellness brand; landing page and creative optimization driving conversion rate improvement
- [MeUndies](/llms/work/meundies.md) — fashion DTC brand; creative and media program rebuilding new customer acquisition