Bellissima and IRIDE partner for digital optimization

Bellissima, a hair styling and beauty brand under Tenacta Group S. p. A., has launched a digital evolution project in collaboration with the boutique agency IRIDE. The partnership focuses on integrating Conversion Rate Optimization (CRO) and Generative Engine Optimization (GEO) to enhance the brand's digital ecosystem.

The initiative aims to improve two key areas: the ability to convert website visitors into customers and the brand's visibility within new search environments powered by artificial intelligence. By utilizing CRO, the project will analyze user behavior and navigation paths to reduce friction. Simultaneously, the GEO component will focus on maintaining brand relevance as consumer discovery methods shift toward generative AI search tools.