Australian hair and beauty retailer Hairhouse has appointed Jaywing to lead its entire search footprint, bringing paid search, SEO and generative engine optimisation (GEO) under one connected strategy.
Jaywing’s win follows a competitive pitch.
It said the remit reflects the changing way consumers research high-consideration beauty purchases, with shoppers increasingly asking search engines and AI assistants detailed questions about products, ingredients, hair concerns and professional treatments.
By consolidating these channels, Hairhouse aims to strengthen its visibility across traditional and AI-powered search while gaining a clearer view of how customers discover and evaluate the brand.
Hairhouse’s network of more than 100 stores makes it a particularly complex omnichannel balancing act within Australian retail, with search required to serve as an equal parts ecommerce growth engine and local foot-traffic driver. Alongside its salon services and ecommerce offering, this makes strong local and organic visibility a key commercial priority for the business.
Ash Terry, eCommerce director at Jaywing, said: “Paid search, SEO and AI visibility all influence how customers discover a brand, but they are often managed separately.
“Bringing Hairhouse’s entire search footprint together allows us to build one connected strategy around the questions customers are asking. It also gives us a shared measurement framework across traditional search and AI-generated answers.”
Jaywing will treat AI search visibility as a measurable channel, tracking Hairhouse’s share of voice and citations across relevant AI platforms to establish a performance baseline as consumer adoption grows.
Bren Thay, head of eCommerce at Hairhouse, said: “Our customers often begin their journey with a question, whether they are looking for the right product, expert advice on hair concerns or professional salon service.
“We wanted a partner that could connect every part of search and help Hairhouse remain visible wherever those questions are being asked. Jaywing demonstrated a clear approach that brings paid, organic and AI search together in a measurable and commercially focused way.”
The appointment will help Hairhouse build its AI search readiness early, providing a clearer understanding of how the brand is represented as new discovery behaviours emerge.
