Where hair content meets beauty commerce
Project Overview
Services delivered:
Project Results
↑ Improved
Engagement
session duration and pages-per-visit increased
Connected
Content → Commerce
editorial audience effectively converted to shoppers
↑ Increased
Session Time
time on site improved through content integration
↑ Improved
Revenue
commercial performance of content audience improved
The Challenge
Mane Addicts operated as a leading hair and beauty content platform, but their commerce and content existed in separate silos that were failing to convert their highly engaged editorial audience into customers. The disconnect between their content — tutorials, product reviews, trend coverage — and their shop was costing significant revenue. They needed a unified platform where content and commerce reinforced each other.
The Solution
We built Mane Addicts a Shopify Plus store that functions as a content-commerce hybrid — where editorial content, tutorials and product features sit alongside and link directly to shoppable products. Product pages featured editorial content from the Mane Addicts editorial team. Blog content linked seamlessly to featured products. The architecture was designed to keep the engaged editorial audience moving through a journey that ended in discovery and purchase.
Technology Used
Our content audience is now our most valuable commercial asset. The platform finally connects our editorial and commerce ambitions.
— Mane Addicts Team
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