A Partnership Built for Pace
FACE FOUNDRIÉ has built a name on accessible, modern skincare delivered through a fast scaling franchise model, with a point of view that comes straight from the top. CEO Michele Henry runs the brand with a sharpness and a pace that demands a tech partner who can keep up, and AXLE was brought on to do exactly that.
The partnership has stacked custom initiatives at a clip that most established programs cannot match, with prospecting and growth signals pointing squarely in the right direction. The work has moved from foundational tooling into bespoke, brand specific builds across the funnel.
From day one the partnership has been about putting real, brand specific tooling into every location:
- CRM Across the System: AXLE rolled out the full CRM to every FACE FOUNDRIÉ location.
- Custom Builds, Not Configs: The partnership has been built around bespoke initiatives instead of out of the box defaults.
- A Sharp Operating Team at the Top: Their executive leadership team sets the pace and AXLE’s tight partnership with the corporate team has been a force multiplier on every project we ship.
Engineering the Funnel for Scale
On the lead capture side, AXLE built FACE FOUNDRIÉ a custom event landing page system so the brand can spin up dedicated capture pages for live events without ever waiting on a generic website update. On the web side, AXLE integrated a deep presale integration along with abandoned cart recovery directly into the FACE FOUNDRIÉ site, so the funnel does the work of chasing intent that would otherwise leak away.
AXLE also engineered a presale flow that separates founding members from general leads, so the brand can market to its earliest, highest intent buyers with the right message at the right moment instead of treating every contact the same way. To maximize these tools, the final phase was implementing AXLE LeadGen for every location, giving FACE FOUNDRIÉ a single, consistent engine running the same way across the entire system.
The first wave of work built a full funnel under the FACE FOUNDRIÉ brand:
- Custom Event Landing Pages: Bespoke capture pages spun up for live events to convert real world interest into qualified leads.
- Presale Integration: A presale flow integrated directly into the FACE FOUNDRIÉ web experience to capture buying intent earlier.
- Abandoned Cart Recovery: Web abandoned cart logic built in to recover would be customers before they slip away.
- Founding Member Flow: A dedicated path that separates founding members from general leads for sharper, higher converting messaging.
- Marketing Takeover: AXLE now runs marketing across every FACE FOUNDRIÉ location for one consistent process.
A Partnership Designed to Compound
What began as a CRM rollout evolved into a fully connected growth infrastructure spanning lead generation, presales, conversion, and marketing execution across the entire franchise system. Each initiative now builds on the same operational foundation, allowing the brand to move faster with every studio opening and every campaign launch.
With the core infrastructure now in place, the partnership is focused on the next layer of scale: increasing studio level presale performance, deepening automation across the funnel, and deploying AI-powered sales agents capable of capturing and converting intent in real time.
The result is not just a collection of tools, but a system designed to strengthen as the brand grows:
- Unified Growth Infrastructure: CRM, presales, event capture, abandoned cart recovery, and lead generation operating as one connected system.
- Built for Franchise Scale: Every new studio and campaign launches into the same proven operational and marketing framework.
- Positioned for the Next Phase: A roadmap centered on automation, AI-powered conversion, and scalable presale growth across the network.
