P&G’s Hair Quiz Collects Data By Matching Consumers To Relevant Products

P&G’s Hair Quiz Collects Data By Matching Consumers To Relevant Products
Beauty

HairCode sorts customers into 144 permutations of hair personalities and accordingly suggests P&G products available at stores like Amazon, while also connecting customers over social media and capturing data for targeted advertising

Rachel Gonzalez
  • 7 december 2018

Procter and Gamble, family, home and health care conglomerate, is making it easier to match people with the best selection for them of its many hair products: HairCode is essentially a personality test for hair and is designed to give consumers a streamlined and personal way to browse all of the brand’s products.

HairCode asks questions about hair type, texture, styling habits and product preferences before quiz takers are sorted into one of the 24 categories, which has a subsequent 144 permutations, and given recommendations. The suggested results will supply users with shoppable links to Procter and Gamble product retailers including Amazon, Target, Walmart and more.

P&G also intends to use the information the quiz collects to design targeted ads. Furthermore, customers can share their results information on Facebook and Instagram for more visibility. As DTC brands become increasingly significant in P&G’s product markets, the retailer is aiming to enable targeted marketing based on first-party data, like many of its startup competitors, to gain edge.

HairCode

Procter and Gamble

Procter and Gamble, family, home and health care conglomerate, is making it easier to match people with the best selection for them of its many hair products: HairCode is essentially a personality test for hair and is designed to give consumers a streamlined and personal way to browse all of the brand’s products.

+amazon
+beauty
+brand activation & immersion
+consumer goods
+data
+ecommerce
+hair
+merchandising & curation
+retail
+Shopper education & assistance
+target

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