P&G Launches #HairDNA Haircare Microsite in Southeast Asia

Procter & Gamble has launched a new haircare microsite, #HairDNA, exclusively on Lazada, the Southeast Asian e-commerce platform.

The launch marks the first-ever retailer partnership for P&G in Southeast Asia. The interactive platform will offer advice, including tailored haircare tips and recommendations across P&G brands available on Lazada 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 e-commerce shoppers, in an easy and interactive way to understand their problems and provide quality recommendations from our brands. With #HairDNA, we are step-changing the way Lazada shoppers can find the right haircare products that suit each of their personalised 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,” said Moran Lucy, senior Director for e-Commerce sales Asia Pacific, Middle East, and Africa at P&G.

The #HairDNA microsite will be available in Indonesia first and is set to be rolled out in the Philippines this month. It will expand across the rest of the ASEAN markets by July.