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Professional model with sleek black hair using a Cloud Nine premium hair straightener.

Digitising luxury

Client: Cloud NineCategory: WebLocation: UK

Context

Research indicated that while Cloud Nine possessed superior technology to competitors like GHD and Dyson, their messaging and existing D2C site failed to reflect this premium positioning. Saddled with plugins and brand inconsistencies, the brand needed to elevate its story to justify higher price points and migrate to Shopify 2.0 for improved performance and scalability.

Sleek black background featuring the Cloud Nine hair dryer collection and category navigation.A collection of mobile UI screens showing the consistent premium brand journey on Shopify 2.0.

Connection

IMA’s strategy was built on "premiumisation and performance," designing primarily for the 97% of the audience using mobile devices. The solution aimed to solve business problems by putting users at the heart of the decision-making process, ensuring the brand was set up for future success in a premium market and ready for global rollout.

Product detail page on a mobile interface highlighting premium features and streamlined UX.High-tech 3D render of a Cloud Nine hair dryer showcasing internal airflow technology.

Creative

To deliver a premium experience, the campaign featured beautiful, photo-realistic 3D product renders and immersive, user-controlled landing pages. The new design decluttered the user journey, making it easier to explore products. Technically, the switch to Shopify 2.0 and its 'Customiser' feature reduced reliance on developers and improved SEO visibility.

Clean web layout showcasing the Cloud Nine iron and its technical specifications.Desktop view of the Cloud Nine Shopify 2.0 homepage featuring immersive brand messaging.

Impact

  • 62% Session increase
  • 67% Page view increase
  • 69% Adding to cart increase
  • 55% Reaching checkout increase

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