An AI Visibility Study by Track My Visibility
Trackdown Report :
My Hair Shop
Last Updated :
Analyzing how My Hair Shop, a Dutch ecommerce hair care retailer, performs across AI-generated answers in the hair care category.
🔥 Key Finding
My Hair Shop ranks #1 overall with 13% visibility, tied with Douglas. However, it appears in only 1 of 8 tracked prompts, revealing a 87.5% coverage gap. The brand dominates when explicitly named but struggles in broader product discovery queries.
13%
Overall Visibility
The Coverage Problem
1
Average Position
The Prominence Strength
#1
Competitive Rank
+70
Net Sentiment
Overwhelmingly Positive
AI Engine Performance Breakdown
Each Al engine reveals a different facet of the same authority gap
ChatGPT rewards direct brand mentions and trust signals like certifications. My Hair Shop achieved 12.5% visibility with +90 sentiment when explicitly requested.
Perplexity prioritizes retailer authority and product comparisons. My Hair Shop matched ChatGPT's 12.5% visibility but with lower +50 sentiment, suggesting weaker positioning in comparative contexts.
Top 5 Prompts Where the Brand Was Not Visible
Prompt:
pros and cons of luxury hair products for daily use?
Prompt:
professionele kwaliteit curly hair products voor vrouwen met krulhaar
Prompt:
where to buy professional hair products in Nederland
Prompt:
best luxury hair products for curly hair in Nederland
Prompt:
beauty en wellness producten met gratis verzending €35+ in Nederland
Prompt:
Top 1 Prompts Where the Brand Was Visible
recommend a curl defining curly hair product with WebwinkelKeur keurmerk from My Hair Shop
Top Competitors Frequently Mentioned
| Rank | Brand | Position | Visibility | Mentions |
|---|---|---|---|---|
| #1 |
|
1 | 13% | Appears in 2 responses |
| #2 |
|
1 | 13% | Appears in 2 responses |
| #3 |
|
1 | 6% | Appears in 1 responses |
| #4 |
|
2 | 6% | Appears in 1 responses |
| #5 |
|
- | 0% | Appears in 0 responses |
Content Infrastructure Gap Analysis
Where content investment is needed to match or exceed competitive benchmarks in the six dimensions that AI systems prioritize for brand mentions
- Top Competitors Average
- Brand’s Current State
Why These Gaps Exist
Luxury Product Positioning
Kérastase and Aveda dominate luxury hair queries while My Hair Shop remains invisible. Competitors own the premium narrative despite comparable visibility metrics.
Professional Stylist Authority
Redken, L'Oréal Professionnel, and KIS appear in professional product queries. My Hair Shop lacks positioning as a trusted professional supplier despite carrying professional lines.
Transactional Intent Coverage
Douglas and Bol.com capture 'where to buy' queries through broader retailer authority. My Hair Shop appears but never leads, losing conversion-ready traffic.
Comparison Content Absence
No prompts comparing home versus salon products mention My Hair Shop. Competitors fill this gap, capturing educational intent that builds brand consideration.
Strategic Recommendations
Build Certification & Trust Content
- Create landing pages highlighting WebwinkelKeur and certifications.
- Develop comparison guides: professional vs. retail products.
- Publish stylist testimonials and salon partnership case studies.
Expand Luxury & Professional Positioning
- Map product lines to luxury and professional categories.
- Write SEO content targeting 'professional hair products Nederland'.
- Partner with beauty influencers in luxury and stylist segments.
Capture Transactional Search Intent
- Optimize for 'where to buy professional hair products' queries.
- Create product comparison pages vs. Douglas and Lookfantastic.
- Build category guides for curly hair, color care, and salon use.
Strengthen AI Discoverability
- Add structured data for product schema and brand markup.
- Create FAQ content addressing common hair care questions.
- Build educational content on product benefits and use cases.
What This Study Teaches About AI Visibility
Direct Mentions Drive Visibility Spikes
My Hair Shop achieved 100% visibility only when explicitly named in a prompt. Brand-specific queries are easier to win but represent a tiny fraction of search volume.
Visibility Alone Doesn't Equal Discoverability
Tied at 13% with Douglas, yet My Hair Shop appears in 1 of 8 prompts while Douglas appears in 3. Visibility metrics mask coverage gaps across intent types.
Competitors Own Comparative Narratives
Kérastase, Aveda, and Redken dominate luxury and professional queries through content authority, not retailer status. My Hair Shop lacks this narrative positioning.
Sentiment Doesn't Compensate for Absence
My Hair Shop's +70 sentiment is strong, but it doesn't trigger mentions in broader queries. Positive sentiment requires prior visibility to matter.
Transactional Queries Favor Established Retailers
Douglas and Bol.com capture 'where to buy' intent through general retailer authority. Specialized positioning requires category-specific content strategy.
Methodology
Study Parameters:
Total Prompts
16 unique prompts tracked within TMV
AI Engines
ChatGPT, Perplexity
Time Window
May 11, 2026 to May 18, 2026
Category
Haarverzorging, Shampoos, Conditioners, Beautyproducten, Professionele producten, Merken
Intent Mix
Commercial-heavy with supporting informational, comparison, and trust queries
Prompt Design:
- Each prompt mapped to one primary intent category (commercial, informational, comparison, trust/validation)
- Strong majority of non-branded prompts to test category authority vs brand recall
- Mix of release-focused and evergreen education questions mirroring natural AI usage
- Aligned with core themes: Hair Care, Professional Products, Beauty & Wellness, Ecommerce Retail
Limitations:
- AI responses evolve over time; results represent a snapshot of current behavior
- Prompt selection influences visibility patterns; different prompt sets may yield different results
- Brand-controlled content changes can rapidly affect AI visibility
- Results specific to Hair Care category; patterns may differ in other segments