Multinational consumer goods company Procter & Gamble (P&G) last month announced the exclusive launch of a new haircare microsite, #HairDNA, on Lazada. Built especially for the eCommerce platform, #HairDNA brings expert advice to solve consumers’ biggest hair queries.
Shoppers on Lazada will be able to learn more about their hair needs and also get personalized recommendations for the best products and regimen for their tresses. By asking consumers for their current hair condition, hair goals and hair-related problems, the interactive platform can analyze the responses and offer customized advice, including tailored haircare tips and recommendations on the perfect product regimen from brands that are available via P&G’s official LazMall flagship store, including Head & Shoulders, Pantene, Herbal Essences and Rejoice.
“With a wide repertoire of beauty choices online, as P&G, we want to be able to streamline the shopping process for our eCommerce shoppers in an easy and interactive way to understand their problems and provide quality recommendations from our brands,” said Moran Lucy, senior director for eCommerce sales for Asia Pacific, Middle East and Africa at P&G. “With #HairDNA, we are step-changing the way Lazada shoppers can find the right haircare products that suit their personalized hair types. This is the first of many partnerships with Lazada that we will embark on together to deliver a great shopping experience for our shoppers.”
Regina Toh, senior vice president of regional strategic accounts (FMCG) at Lazada Group added: “With increasing numbers of shoppers on our LazBeauty channel, haircare products have regularly been hot favorites with our shoppers, thanks to the great deals and engaging online shopping experience that we provide. Lazada is delighted to drive the beauty category further with leading P&G brands – from sampling to full hair regime exploration – via #HairDNA and to leverage the power of data and technology to provide personalized recommendations to consumers across Southeast Asia.”
The #HairDNA microsite is currently available in Indonesia and is set to be rolled out in the Philippines later this month and across the rest of the ASEAN markets by July.
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