“Amazon is more than just a sales channel for us. It’s where discovery meets conversion. With Performance+, we turned AI into a growth engine, not just a buzzword.”
Julien Roussel, E-commerce Director France & Benelux at GHD

For GHD, the premium hair styling brand known for its high-performance innovation, the challenge was clear: how to maintain a luxury brand experience on Amazon while boosting performance. As media costs rise and competition intensifies, GHD needed a new strategy to turn awareness into meaningful action while maintaining control over their brand narrative.

That’s where Artefact and Amazon came in.

Challenge: Scale conversions while maintaining brand excellence on Amazon

GHD (Good Hair Day) has long set the bar in the beauty and styling industry. The brand is beloved for its sleek, high-tech tools and for a carefully curated premium identity.
On Amazon, GHD invested in premium content, from A+ pages to Brand Stores and Prime Video ads. These efforts generated strong traffic and visibility. However, the brand faced a common challenge: how to close the loop between awareness and conversion, especially in a crowded beauty landscape.

“We were doing a great job driving traffic, but conversions didn’t follow at the same pace. We needed something smarter than traditional DSP retargeting.”
Julien Roussel, GHD

Solution: Activate AI-driven retargeting with Performance+

Together with GHD, Artefact leveraged Amazon DSP’s Performance+, a new AI-powered campaign format that uses predictive modeling to boost conversions at scale. By integrating GHD’s first-party conversion events with Amazon’s proprietary signals, Performance+ builds dynamic audiences most likely to convert and targets them across Amazon and the wider web.

“Traditional DSP retargeting wasn’t scalable enough. Performance+ allowed us to test smarter, faster, and still keep control over inventory, blacklists, and brand safety, which is essential for a premium brand like GHD.”
Julie Plaitin, Senior E-Retail Consultant at Artefact

To evaluate the solution, Artefact and GHD launched a rigorous A/B test comparing Performance+ against manual retargeting over a two-month period using a modest initial budget.

The results:

  • 69% decrease in Cost Per Acquisition compared to traditional DSP retargeting
  • 19% higher conversion rate compared to manual audiences
  • 31% overall conversion growth in just three months

Even better, setup time was reduced from 70 clicks to just 4, freeing up valuable time for strategy, creativity, and optimization.

Collaboration and Mindset: Letting AI take the wheel responsibly

One of the most remarkable parts of the collaboration was GHD’s openness to testing, even in a domain that required surrendering some manual control.

“Performance marketers love control. But here, we saw the benefit of letting AI handle complexity. With Artefact, we had full transparency into where our ads showed. This isn’t a black box.”
Julien Roussel, GHD

Artefact’s expertise in AI allowed GHD to stay agile while remaining confident in quality and brand alignment.

What’s Next: Moving up the funnel with Performance+ and Brand+

Following the success of the conversion-focused pilot, GHD is expanding its use of AI across the Amazon funnel. The brand is now testing acquisition and retention strategies using Performance+, and exploring Brand+, Amazon DSP’s new solution for video and streaming TV.

“AI doesn’t replace marketers. It enhances them. We’re now focusing less on building audiences manually and more on building impact.”
Julie Plaitin, Artefact

Conclusion: Trust the test and the data will lead

The partnership between GHD, Artefact, and Amazon DSP proves one thing: when used strategically, AI is more than hype. It’s a performance lever for premium brands.

“For any beauty or premium brand hesitant about AI: just test it. Define your KPIs, start small, and let the performance speak. A 70% drop in CPA and 20% lift in conversion rate? That’s not a trend. That’s a competitive advantage.”
Julien Roussel, GHD

From Cannes to clicks, GHD is turning AI-powered media into beautiful results.

Curious how AI solutions like Performance+ could elevate your brand on Amazon?
Discover how predictive targeting, real-time optimization, and full-funnel strategies can complement your current approach.

Get in touch with our E-retail team directly via e-retail-fr@artefact.com to explore how we can help you scale smarter, convert faster, and stay ahead in today’s competitive retail landscape.