Kérastase set out to deliver a hyper-personalized shopping experience by recommending products tailored to each visitor’s specific hair needs and preferences.

The brand leveraged browsing behavior, hair diagnostic results, and purchase history to dynamically display the most relevant products on key pages such as Shampoo, Oil & Serum, and Treatment. By combining advanced personalization with A/B testing, Kérastase continuously optimized performance, improved product relevance, and maximized conversion opportunities across its website.