Kérastase: Transforming Amazon brand store to improve discoverability and campaign performance

As Kérastase expanded its presence on Amazon, the brand faced a key limitation in how it was being presented on the platform.

Without a clear narrative or organized experience, the Brand Store was not effectively supporting product discovery or engaging users. As a result, Kérastase needed a more strategic approach to transform it into a space that could both educate shoppers and support marketing performance.

Acquisit partnered with Kérastase to redesign the Brand Store to improve discoverability, increase engagement, and create a stronger foundation for advertising campaigns.

Strategy

We focused on repositioning the Brand Store as a fully structured brand experience, functioning as a mini website within Amazon.

Rather than treating it as a simple content repository, it was designed to serve as a central hub where users could explore the brand, understand its product ranges, and navigate according to their specific needs.

The strategy focused on three key objectives:

• Improving discoverability
• Increasing dwell time
• Supporting campaign performance

To achieve this, the store was structured around product categories and hair concerns, allowing users to easily navigate and find relevant solutions.

At the same time, the Brand Store was designed to play a direct role in advertising by creating dedicated landing pages for each product range. Acquisit enabled campaigns such as DSP and sponsored brands to direct users to highly relevant sections of the store, improving the overall user journey from ad exposure to product discovery.

Execution

Acquisit led a complete redesign of the Brand Store, rebuilding its architecture to create a more structured and intuitive user experience.

A strong focus was placed on educational content, ensuring that each section of the store communicated the products' purpose, benefits, and how they fit into a broader routine. This helped transform the store into a more informative and engaging environment.

Significant effort was also invested in sourcing and producing the necessary content assets. Since the brand did not have all materials readily available, Acquisit identified and assembled relevant visuals to ensure consistency with the brand’s identity and elevate the overall quality of the store.

In addition, the store was designed to support both exploration and conversion. Users could navigate the content, discover products, and add items to their cart directly from the Brand Store, creating a seamless experience from discovery to purchase.

Results & Impact

The transformation of the Brand Store improved its overall quality, raising the Brand Store quality score from medium to high. The redesigned store significantly enhanced the brand’s ability to guide users through its product ecosystem, improving both discoverability and the overall user experience.

The impact of the improved Brand Store was also reflected in campaign performance. Over the first two weeks of June, when both markets followed a similar spend pattern, the UAE Brand Store achieved an average conversion rate approximately 2.8 times higher than KSA, which was still operating on the previous version. This uplift reinforces the role of a structured Brand Store in improving campaign effectiveness.