Coty’s Clairol brand has launched a new app for the Google Assistant platform that talks consumers through the entire at-home hair dyeing process – from finding the right shade to aftercare.
The ‘Clairol Color Expert’ is triggered when the user says “Hey Google, talk to Clairol”. From then on the app (or Action, as it is called on the Google Assistant platform), talks users through finding the ride dye shade to suit their needs, how to apply the color, re-apply, and take care of their hair at home, with no professional help.
“In beauty, service is the new product, and for consumers, the real value of a product is not just what’s in the box, but the expertise and service that comes with it,” says Fred Gerantabee, Coty’s VP of digital innovation. “We worked with Google, who helped us identify insights around known category challenges combined with how (and where) beauty consumers are using voice assistants. By delivering Clairol expertise through the unique Google Assistant ecosystem we are able to transform the at home hair color experience and truly help Clairol consumers feel confident that they will get better results with a lifeline and expert at every step of their journey.”
For the beauty group, the Google Assistant, which is currently available on 500 million devices from Google Home speakers to smart TVs, is the ideal platform for its target audience of women aged 18 to 34, who buy at home color. Being able to access it through a myriad of different devices completely hands-free is an important tool to help women overcome the challenges of coloring their own hair, says the brand, which is often the reason why they choose to go to professional salons instead.
Although it is still lagging behind the Amazon Alexa ecosystem in terms of consumer adoption, the Google Assistant has been gaining traction with more and more brands and retailers creating Actions for the platform, such as Nike and Sephora.
Meanwhile earlier this year, Coty also announced the introduction of a beauty skill for the Amazon Alexa Echo platform, which features a screen, allowing users to get beauty tutorials from brands across its portfolio.
Seemingly the initiative wasn’t just a marketing exercise but an opportunity for both customer acquisition and conversion. According to the brand, 95% of users interacting with the experience were pleased with the result, with 80% of them new customers to Coty’s brands. The skill also resulted in 7.5x higher click through rate than an average Amazon media campaign.
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