All Things Hair

Unilever Haircare

A world-leading hair publisher, powered by Unilever.

Bronze for Fashion & Beauty Website & People's Lovie

Best Use of SEO for 4 years

Best Use of Data in a Campaign

30M

organic traffic sessions a year

8X

greater reach than Unilever hair brand sites

5X

ROI with organic vs. paid traffic

Brief

For All Things Hair to become the leading, beauty-led destination for hair inspiration, queries and solutions, and to conquer the organic search landscape globally for Unilever.

Solution

With deep audience insights, SEO content optimisation and fast-paced tech at its core, All Things Hair taps into billions of unbranded, hair-related search terms to create needs-driven, inspiring content while also showcasing Unilever’s extensive portfolio of hair products.

What we did

All Things Hair has over 17K SEO-led articles that provide readers with honest reviews, advice, and updates on the latest trends and conversations around hair, empowering them to explore their authentic selves.

With an always-on approach, audience and channel insights inform impartial editorial content written by hair experts to help audiences on their hair journey. Continuous SEO content optimisation combined with regular tech updates is essential for maintaining superior quality, boosting keyword rankings, enhancing organic search visibility, and increasing reader engagement.

Results

All Things Hair has achieved monumental global audience growth and engagement YoY since its inception in 2016. The hub welcomes tens of millions of organic users to its 11 sites every year and ranks in the top 10 keyword positions on Google for over 43K haircare and hairstyle topics.

The website owns the majority share of search and has higher organic site performance than Unilever’s own hair brand sites, proving the power of an audience-first, agnostic content space. In 2022, organic traffic sessions achieved were equivalent to spending £26.9M on paid media for the same results. The hub has zero reliance on paid media to generate traffic, rankings and search visibility, delivering huge savings for Unilever.

All Things Hair and our partnership with Greenpark are extremely important elements driving interest and consumer engagement across multiple markets. The platform represents a unique take on brand publishing today. It’s great to see our efforts being recognised by winning awards at the Lovie Awards, CMA, Global Content Awards and more.

Tina Martin

GLOBAL HEAD OF SEARCH, CONTENT & DIGITAL ENGAGEMENT FOR HAIRCARE

Unilever