06.15.23
Consumer goods company Procter & Gamble is launching a new hair care microsite called #HairDNA, aiming to solve consumers' biggest hair queries via expert advice from leading brands, exclusively on Lazada, Southeast Asia's pioneer e-commerce platform.
The launch of #HairDNA marks the first-ever retailer partnership for P&G in Southeast Asia, as the microsite has been uniquely built for Lazada. #HairDNA on Lazada will serve as a one-stop-shop for consumers looking to switch up their hair care routine and find new products at the best deals, from the comfort of their homes.
With this venture, the company aims to establish itself as a thought leader and frontrunner in the hair care category. #HairDNA will also help P&G foster a closer relationship with its consumers through personalizing the experience and increasing the segment of one-to-one interaction, all while driving higher penetration for its premium beauty segment.
Moran Lucy, Senior Director for e-Commerce sales Asia Pacific, Middle East, and Africa at P&G said, “With #HairDNA, we are step-changing the way Lazada shoppers can find the right hair care products that suit each of 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, Regional Strategic Accounts (FMCG), Lazada Group added, "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."
#HairDNA will prompt shoppers to share three important details about their "Hair Profile" – current condition of hair, their hair goals, and the hair-related problems they are facing. The interactive platform will then analyze the responses and offer customized advice, including tailored hair care tips and recommendations on the product regimen comprising shampoos, conditioners, as well as treatments from brands under the P&G ambit. Currently, these include Head & Shoulders, Pantene, Herbal Essences, and Rejoice which are available on Lazada via P&G's official LazMall flagship store.
P&G has kick-started its #HairDNA microsite in Indonesia. The microsite is set to be rolled out in the Philippines in June and across the rest of the ASEAN markets by July.
The launch of #HairDNA marks the first-ever retailer partnership for P&G in Southeast Asia, as the microsite has been uniquely built for Lazada. #HairDNA on Lazada will serve as a one-stop-shop for consumers looking to switch up their hair care routine and find new products at the best deals, from the comfort of their homes.
With this venture, the company aims to establish itself as a thought leader and frontrunner in the hair care category. #HairDNA will also help P&G foster a closer relationship with its consumers through personalizing the experience and increasing the segment of one-to-one interaction, all while driving higher penetration for its premium beauty segment.
Delivering Personalized Hair Care Solutions
Commenting on the launch of #HairDNA, Ajit Nayak, Senior Vice President APAC, Haircare, P&G, said, "P&G is proud to partner with Lazada in launching #HairDNA, delivering personalized hair care solutions, cementing our commitment to driving category growth and delivering the best possible hair care experience."Moran Lucy, Senior Director for e-Commerce sales Asia Pacific, Middle East, and Africa at P&G said, “With #HairDNA, we are step-changing the way Lazada shoppers can find the right hair care products that suit each of 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, Regional Strategic Accounts (FMCG), Lazada Group added, "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."
How It Works
The new #HairDNA microsite on Lazada helps shoppers discover their hair needs and receive personalized recommendations for the best products and regimens. Consumers can get personalized product recommendations that solves a variety of hair problems through a series of quiz-like questions such as: What are your current hair challenges.#HairDNA will prompt shoppers to share three important details about their "Hair Profile" – current condition of hair, their hair goals, and the hair-related problems they are facing. The interactive platform will then analyze the responses and offer customized advice, including tailored hair care tips and recommendations on the product regimen comprising shampoos, conditioners, as well as treatments from brands under the P&G ambit. Currently, these include Head & Shoulders, Pantene, Herbal Essences, and Rejoice which are available on Lazada via P&G's official LazMall flagship store.
P&G has kick-started its #HairDNA microsite in Indonesia. The microsite is set to be rolled out in the Philippines in June and across the rest of the ASEAN markets by July.
