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Fudge: driving customer engagement with UGC

About Fudge

Fudge, known for its striking and alternative hair products, is one of FTSE-250-listed PZ Cusson’s most unique and vibrant brands.

The challenge

With over 40,000 Facebook fans, Fudge had a strong legion of social brand ambassadors, but wanted to be able to engage with its end users via a dedicated brand-owned site for its sub-brand Fudge Urban.

Rather than a traditional, corporate site, the Fudge Urban team wanted to drive end-user engagement by featuring user-generated content from its social channels alongside product information, tutorials and customer reviews. The new site needed to complement the existing social platforms and be easy for the marketing team to customise and control the content without development input.

Fudge Urban selected Inviqa to help bring its colourful identity online. As PZ Cussons' long-term ecommerce partner, the Inviqa team had extensive experience with its sister brands including St Tropez, Sanctuary Spa and Imperial Leather.

Our solution

Together, our creative director, Alex Blaney, and Fudge Urban’s design agency created wireframes for the site based on a colourful tiled system that would feature user-generated content drawn from the brand’s social channels.

Taking the design, our development team built and launched a fully-responsive tiled site with bold, vibrant colours to match the brand’s aesthetic. Using Magento Enterprise, the team introduced features that would pull content from external sources including YouTube, Twitter, and ‘how-to’ style guides.

Visitors to are now presented with an assemblage of customer reviews and video tutorials interspersed with product news and information. Fudge Urban’s marketing team have complete control over the content displayed on the site and can customise the social content fed through to its homepage to maximise the impact of the site during campaigns and promotions.

Nearly 90,000 users visited the site in its first six months and its momentum continues to grow. The site has become an integral asset for the Fudge Urban brand.

Inviqa is a technology partner and consultant specialised in ecommercecontent management solutions, and digital innovationGet in touch to discover how we can support your digital journey.


The work carried out for Fudge Urban was originally completed by Session Digital which unified with Inviqa in June 2016. For more information about the unification visit