Case Study: ghd achieves 30% conversion uplift and deeper personalization with Bazaarvoice Conversations & Curations

ghd® Extends The Impact Of Bazaarvoice Far Beyond Conversion

ghd®, a leading professional hair‑styling brand known for its iconic stylers, dryers, curlers and styling products, wanted to make it easier for consumers to choose the right products and to maximize the business impact of user‑generated content—especially to improve conversion and overcome price and awareness barriers in secondary markets.

Since 2013 ghd has used Bazaarvoice Conversations and Curations to collect, filter and showcase reviews and customer images, personalize review views by hair type and other attributes, and surface authentic content in marketing. The program drove a 30% uplift in UK conversion (and 35–127% uplifts in secondary markets when shoppers interact with reviews), while also validating marketing claims, shaping launch messaging, improving product reception, and paving the way for review‑led product launches via Bazaarvoice Sampling.

Ghd

Rob Pye

General Manager, ghdhair.com