We developed Hair Expert to resolve this dilemma at scale, allowing hairdressers and end consumers alike to easily find the best possible product, including supporting information, such as tutorials and complementary product recommendations.
Solutions like this are especially important at a time where customers are increasingly looking for digital support at point of purchase, a trend confirmed by Mintel, who report that 67% of young beauty buyers in the US prefer to search product information on their mobile device instead of asking a sales associate.
Developed as a web-first application, Hair Expert is an extremely versatile platform and is integrated across several websites and also available as mobile app on iOS and Android. It also handles global re-directs to product landing pages on local level to distribute the generated traffic effectively.
Powered by the same backend and database, all platforms are always up to date and despite the availability in 21 languages, the smart content management processes have cut global update costs by more than 40%.
Being a professional tool, dozens of factors, such as natural hair needs, chemical processing and age are factored in to find the perfect product match. A powerful, yet user-friendly backend enables product specialists to feed the proprietary algorithm with almost 40 variables per product for spot-on recommendations.
Since its transition to a web-first approach, Hair Expert’s monthly active users have skyrocketed, helping tens of thousands of users every month to make the best choice for their very own hair care regime – across the whole customer journey on the web, in-salon and at point of sale.
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