Case study · Hair Care · Beauty · UAE
L'Oréal Paris.
From competitive threat to category leader, with data as the growth driver.
#1
brand and market leader, UAE mass hair care
+89%
business growth
+64%
traffic growth
+21%
conversion growth
The story
How we did it.
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Challenge
L'Oréal Paris set out to accelerate growth in the highly competitive UAE mass hair-care category, where slowing traffic, intensifying competition across shampoo, treatment and hair oil, and fragmented decision-making across pricing, content and assortment were limiting scale. The challenge was not access to data, but activating it into one cohesive brand strategy.
Approach
PiWheel turned shopper-behaviour data, search intelligence and competitive analytics into a single integrated strategy: keyword-level share-of-voice and the 47/53 generic-to-branded search split guided a protect-hijack-expand media plan, shopper search insights were infused directly into PDP titles, visuals and content to capture generic demand earlier in the journey, and pack-size and bundle intelligence sharpened the assortment where the brand could clearly lead on value.
Result
L'Oréal Paris claimed the top position as category market leader, on +89% business growth, +64% traffic growth and +21% conversion growth, with every strategic lever tied to a measurable commercial outcome.
Our collaboration has pivoted us to a more sophisticated, data-driven execution, where their expertise in search intelligence and assortment optimization was instrumental in driving a remarkable +89% business growth. This partnership propelled L'Oréal Paris to become the #1 brand and market leader in the category.
Ravali Attivilli, CDMO E-Commerce Project Manager, L'Oréal Middle East
