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Procter & Gamble’s HairCode: Using Data to Connect Your Hair to Like-Minded Curls

December 14, 2018 Kathy Bryan

Social networking by hair type? Procter & Gamble (P&G) is on it. Early this month, the beauty and care brand launched a hair personality quiz in the form of an app and website called HairCode.

What Does HairCode Offer Consumers?

HairCode allows consumers to get to know their hair, and more specifically, get to know which Procter & Gamble products work well with their locks. Plus, users can connect with other people who have similar hair types and discuss styling techniques and other helpful care tips.

The app allows consumers to categorize their hair as straight, wavy, curly or coily and determine thickness and absorption while monitoring other factors like scalp sensitivity.

Procter & Gamble HairCode hair curls marketing

Users are asked to input their zip codes so the app can adjust for local weather including humidity, UV rays, pollution and wind. HairCode takes into consideration a user’s age, activity level, heritage and hair challenges, like flatness, damage or dryness. Plus, users can include details about daily hair routines and product or treatment use.

The P&G app has 144 different hair codes within 24 varying hair personalities, meaning it can easily pinpoint hair types and suggest a handful of the 120 P&G products available. The app links consumers to products available for purchase at Target, Walmart, Amazon or other retailers.

How Will HairCode Help Procter & Gamble?

Aside from drawing in potentially new consumers with a fun, intuitive and helpful hair care tool, HairCode gathers crucial first-party data from P&G’s audience. And similar to the case of Stitch Fix, consumers are happy to give out personal data if they’re receiving valuable advice in return.

Pantene Associate Brand Manager Bret Senior says, “We essentially take broad data and map behavior patterns to create lookalike smart audiences to better target our portfolio's ads.”

These important data points about their consumer base, like heritage, geography and age, make targeting for digital marketing and remarketing easier by specifically identifying the right demographics.

Procter & Gamble has hijacked the data hype, offering hair styling and care advice in return for prized intelligence.

Interested in more clever data-focused marketing? Read Shiru Café: Where Data Buys Your Coffee and Killi: Is This #YourDataRevolution.

Reimagining Your Data-Based Digital Marketing Win?

Contact Digital Media Solutions today.

About the Author

Kathy Bryan

Kathy Bryan is the Chief Marketing Officer at Digital Media Solutions (DMS). In this role, Kathy is responsible for all aspects of marketing and communications for DMS, the leading global martech company leveraging innovative, performance-driven brand and marketplace solutions to connect consumers and advertisers.

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