Capilatis

Introduction

Capilatis is a leading Argentinian haircare brand recognized for its wide portfolio of treatments built around ingredient technologies, user concerns, and hero lines like Keratín 3000.

As their catalog expanded, their WordPress site stopped keeping up. Navigation became fragmented, the visual identity lacked coherence, and users struggled to quickly identify which products matched their needs. Internally, long update cycles and platform limitations slowed down campaigns, content, and day-to-day operations.

Capilatis approached Latech seeking a straightforward migration to Shopify. The project quickly evolved into a full restyling that modernized the brand experience, clarified the user journey, and built the scalable, maintainable ecosystem they needed to grow.

Impact at a Glance

• +30% increase in conversion
• +20% increase in AOV
• 3× more returning customers
• 45% faster feature launch
• 40% improvement in engagement
• 60% faster page load times

With a broad and diverse product offering, Capilatis needed a system that supported three core user journeys:

1. Browse by technology (e.g., hyaluronic acid)
2. Browse by concern (e.g., hair loss)
3. Browse by specific product lines

Their previous WordPress setup couldn’t support this structure. Customers often had to guess their way through categories, and the lack of clear information architecture created friction in discovery.

Visual inconsistency was another friction point: banners didn’t match, components varied across pages, and updates required significant manual work. The internal team could only refresh the site every two months—far too slow for the volume of campaigns the brand needed to run.

As Capilatis prepared for a strategic operational shift from Chile to Argentina, the limitations became even more evident.

“5/5. The team was excellent from start to finish—efficient, attentive, and always responsive to our needs. They delivered more than expected.”

— Carolina Brignani

Capilatis needed a modern platform that would give structure, autonomy, and speed.

Latech approached the project with a holistic mindset: not a basic migration, but a complete digital transformation.

A custom UI system built from scratch

We designed a reusable component library that brought coherence, speed, and professionalism to every page. The new design language unified the site visually and made internal updates drastically easier.

Navigation redesigned around real user journeys

We rethought Capilatis’s entire information architecture by building three intuitive pathways:

• By technology

• By concern

• By product line

This dramatically reduced friction and allowed users to reach relevant products in fewer steps.

Tools to support long-term marketing performance

To empower future campaigns, we integrated:

• A new promotions module
• Countdown timers
• Urgency components
• Smooth interoperability with Klaviyo, Mercado Pago, and analytics

What started as a migration evolved into a robust digital ecosystem—maintainable, scalable, and prepared for new markets.

With their new Shopify experience, Capilatis now operates with the agility their catalog requires.

Impact on customer experience

• Users find what they need more easily

• PDP engagement increased

• The brand presents a modern, cohesive identity

• Page speed increased by 60%

Impact on internal operations

• Feature launches now happen 45% faster

• Campaigns no longer depend on heavy development

• Content management is clearer and quicker

• The new UI system ensures consistent branding across the entire site

Key Performance Highlights

+30% conversion

+20% AOV

3× returning customers

40% higher engagement

60% faster load time

With a scalable foundation and a solid Shopify ecosystem, Capilatis is now positioned for continued growth across Argentina, Chile, and future markets.