Case study

1,396 Hair Diagnostics in One Day

How MoiataKozmetika Turned Catalog Complexity into a Conversion Boost

Client

MoiataKozmetika is one of Bulgaria’s leading online beauty retailers, carrying thousands of SKUs across haircare, skincare, and cosmetics from Korean, European, and international brands.

Their catalog breadth is a genuine competitive strength — and a persistent navigation challenge.
  • No structured way to guide customers through a large, multi-brand catalog
  • Generic recommendations failing to convert high-intent visitors
  • Little data on actual customer needs making segmented marketing impossible

The Challenge

Paid traffic was coming in. It wasn’t converting. The issue wasn’t demand. Discovery was the real bottleneck: customers without a clear path to the right product don’t buy.

The goal was clear: turn more traffic into confident buyers without rebuilding the catalog or overhauling the ad strategy.

The Solution

MoiataKozmetika deployed the iHairium AI Hair & Scalp Diagnostic as a dedicated page on their site, promoted via homepage banner and PPC. Instead of sending ad traffic to a category page, users landed on an experience with immediate personal value.

User Journey

User lands on the diagnostics page via PPC ad or homepage banner
Completes the AI hair & scalp diagnostic in about 60 seconds: photo upload + short questionnaire
Receives a personal hair & scalp health report with specific product recommendations matched from the brand’s catalog
Leaves email to receive the full report and personalized care plan
Promotional Materials

Implementation

The product-to-diagnosis mapping is what separates a diagnostic from a quiz. Each clinical signal was matched to relevant SKUs across the full catalog by iHairium's team alongside trichology and dermatology experts.
  • Product Mapping
    Each diagnostic signal (dry scalp, hair loss, structural damage, etc.) mapped to relevant catalog SKUs
  • Experience Customization
    Deployed under own brand name “ScalpExpert AI”, fully integrated into MoiataKozmetika's branding and UX
  • Marketing & Launch
    Campaign strategy and marketing assets developed in collaboration between MoiataKozmetika & iHairium

Results [Day 1]

977 contacts, each with a documented hair concern, a completed analysis, and matched products already waiting in their inbox. Known hair type, scalp condition, product needs: ready for segmentation from day one.
  • 1,396
    Diagnostics completed
  • ~70%
    Email capture rate
  • ~977
    Qualified leads generated

Revenue Impact

  • +24%
    purchase conversion vs. standard campaigns
  • +22%
    average order value from personalized treatment bundles
  • 4.0x
    email revenue per send on personalized flows
“I recommend any brand working with haircare products to use this. Customers are always looking for something innovative, and they’ll always say thank you.”
Olga
CEO, MoiataKozmetika
Why It Worked
Diagnostic-led sessions convert as well as they engage. When customers understand why a product was recommended for them, they buy more confidently, spend more, and come back with context. The catalog's depth stopped being a problem and started being the advantage.
Bring AI Diagnostics to Your Brand
iHairium is a leading AI platform for hair and scalp health. We help e-commerce brands, salons, clinics, and telemedicine providers increase revenue with clinical-grade AI diagnostics.
Book a Call