How Noise Transformed Product Discovery with AI-Powered Personalization

Ghar Soaps is India's leading natural skincare brand that combines the wisdom of Ayurveda with modern science. Their flagship product- the De-Tan Face Wash- has become a go-to solution for people dealing with sun damage, uneven skin tone, and tanning.

What makes Ghar Soaps different? They're completely transparent about what goes into their products. No sulfates, no parabens, no animal testing, and dermatologically tested. Their formulas use powerful natural ingredients like saffron, lactic acid, and Provitamin B5.

But here's the thing: when you're selling skincare online, trust is everything. You can't touch the product. You can't smell it. You can't try a sample. All you have are words, images, and claims.

That's where the challenge started.

It’s 3 PM on a Tuesday. Jai lands on the Noise website from an Instagram ad for smartwatches. Five seconds later, he’s gone.

Arjun, a fitness enthusiast, visits from his laptop. He scrolls past smartwatches and earbuds, searching for something that fits him. After 30 seconds, he leaves.

Isha opens Noise on her phone during her commute. She’s met with premium products she can’t afford and exits immediately.

Three visitors. Three different needs. One generic experience.

This was Noise’s reality.

Hick’s Law

👉 The more choices users see, the longer it takes to decide. Excess choice doesn’t empower users, it paralyzes them.

Hick’s Law

👉 The more choices users see, the longer it takes to decide. Excess choice doesn’t empower users, it paralyzes them.

The Challenge

Ghar Soaps had a solid product. Their ingredients were clean, their formulations worked, and they had great influencer partnerships. People who used their products loved them.

But their product pages felt... corporate. Clinical. Like a lab report.

The Problems:

1. Information Overload Without Context
The product page listed everything: ingredients, benefits, certifications. But it was just text. Bullet points. No human touch. Shoppers had to work hard to understand 'why should I care about saffron?'

2. Missing Social Proof Where It Mattered

Ghar Soaps had partnered with influencers who genuinely loved and used their products. These influencers created authentic content showing the product in real bathrooms, real routines, real results.

But this content lived on Instagram and YouTube. It wasn't on the product page where people were making purchase decisions.

3. Tabs That Hid Information
Important details were buried in tabs. To see 'How to Use,' you had to click. To see 'Ingredients,' another click. To see 'Benefits,' yet another click.

Each click is friction. Each click gives shoppers a chance to doubt, to leave, to abandon the cart.

The result? Shoppers left the page without feeling confident enough to buy.

Helium’s Solution

Don't just tell people about the product. Show them someone they trust using it.

Added Influencer Context to Benefits Tab

BEFORE:

The Benefits tab showed a list of product claims with small icons and text. It looked like this:

• Reduce Tan

• Brightens Skin

• Non Drying Formula

Functional. Clear. But impersonal.

AFTER:

Helium added a large influencer photo showing someone actually using the product. The influencer is mid-wash, foam on their face, genuine expression. Next to the photo, the same benefits appear-but now they have context.

You see a real person experiencing those benefits, not just reading about them.

Fitts's Law
👉 Make the most relevant options easiest to see and interact with. What users notice first often determines what they buy.

Simplified 'How to Use' with Real Demonstration

BEFORE:

The 'How to Use' tab just had a static image and text instructions. Generic. Forgettable.

AFTER:

Helium added a photo of someone using the product in their actual bathroom. The person is applying the face wash, mid-routine.

Next to the photo, clear step-by-step instructions:

Step 1: Coin-size amount lo.

Step 2: Wet face par lagao, gently massage karo aur rinse karo.

Step 3: Soft towel se pat dry karo.

Pro Tip: Best results ke liye daily use karo.

Notice the language? It's in Hinglish—conversational, friendly, the way friends talk. Not corporate speak.

Choice Architecture
👉 The way options are framed influences decisions more than the options themselves

The Technical Magic: How It Actually Works

Behind the seamless experience was an AI engine working in milliseconds.

Real-time signals

The moment a visitor landed, Helium read device, location, traffic source, time of day, and past behavior to infer intent.

Progressive learning

As visitors interacted, Helium refined its understanding - clicks, hovers, and scrolls continuously shaped the experience.

Attribute-led recommendations

Instead of generic “similar products,” Helium surfaced products based on what mattered most, like battery life, design, or price.

Numbers That Tell the Story

Six months after implementing Helium, Noise’s webstore evolved from a digital catalog into an intelligent shopping companion.

Impact metrics:

Bounce rate: 30% lower
Conversion rate: 25% higher
Average order value: 12% increase
Time to purchase: under 2 minutes

Not only this, First-time visitors behaved like informed buyers, product pages felt like conversations, not spec sheets. Cart abandonment dropped as confidence grew & shoppers felt understood not sold to.

25%

Conversion Uplift

12%

Increase in AOV

30%

Lower bounce rate

The Bigger Picture

Here's the big lesson from Ghar Soaps:

If you're investing in influencer marketing, don't let that content live only on social media.

Bring it into your store. Put it on your product pages. Let it work where purchase decisions actually happen.

Most brands think of their product page as separate from their marketing. But for the customer, it's all one experience.

When someone lands on your product page after seeing an influencer's post, they should feel continuity - not disconnection.