The Challenge

With its innovative gray hair care solutions, Kiwabi quickly became a viral sensation, gaining a global following across social media platforms. As the brand expanded beyond its home market in Japan, many users found it wonderful whether the product was suited to their unique hair types, tones, and local weather conditions. The challenge now lies in transforming viral appeal into personalized relevance, ensuring that every customer, regardless of background or hair texture, feels confident that Kiwabi is made for them.

What are the requirements?

- Be helpful while being FDA compliant

- Personalize while respecting privacy

- Uphold The Kiwabi's brand values

Gigit.ai's setup

We built an AI agent that analyzes demographics, weather, reviews, and educational content to deliver personalized guidance on Kiwabi's suitability. An orchestration pipeline powers this process, with localization and compliance guardrails ensuring all content aligns relevant, accurate and compliant.

What did we do exactly:

- Smart menu to understand what are the different users' hair goals and concerns

- Personalized highlights connect shampoo benefits to the user's hair goals and environment (e.g. weather)

- Embedded Q&A anticipates common doubts and deliver real-time, tailored answers right on the product page

A/B test results:

117% CVR uplift

130% Revenue per visitor (RPV)

9.6% Incremental revenue

7.62x Return on investment

Learnings & Takeaway

When we first met Emi, the ecommerce manager, she was ramping up her support team to serve a growing global audience 24/7. Hiring agents with deep product knowledge, however, takes time. Gigit.ai closed that gap by delivering expert-level product assistance directly on-site. Once live, we noticed recurring questions like "Is this suitable for colored hair?" or "Is this suitable for men?" These revealed content gaps and guided us to create personalized descriptions for different personas, reassuring shoppers that the product was right for them. Because shampoo is such a personal choice, tying benefits back to each persona's needs proved critical for building confidence and driving conversions.