How Garnier navigated at-home hair color during the pandemic.
One in three women dyed their hair at home for the first-time during quarantine, and 54% turned to social media for help. Garnier
, a L’Oréal
owned brand offering at-home hair color lines Nutrisse and Olia, saw this as an opportunity to further connect with their existing consumer, and attract the new at-home user.
With the increase of at-home hair colorists during quarantine, Garnier doubled down on their mission to ensure that proper guidance was available to help lead the way.
Here is an overview of how Garnier navigated at-home hair color during quarantine:
Garnier quickly shifted its social strategy to incorporate more at-home color content on their social channels. Garnier leveraged brand experts, executives, and contracted influencers to create an increased amount of hair color content in the form of how-to’s, live question & answer sessions, and more.
Garnier launched its “Hair Color Hotline” series on Instagram and YouTube. The Livestream series featured Garnier Celebrity Colorists and brand executives from Garnier’s Training, Education & Testing department to answer questions live from followers on various topics about at-home hair color, including how to choose the right color, how to color different hair types, and how to maintain color.
The brand also launched “Consult with a Garnier Color Pro” on Instagram and YouTube which offered followers the unique opportunity to have a 1:1 discussion with a Garnier Celebrity Colorists and/or brand executive to answer their questions and walk them through the at-home hair coloring process
Garnier ramped up its focus on online color tools, such as the Virtual Shade Selector, to help consumers navigate the at-home coloring process. Garnier’s Virtual Shade Selector utilizes AI technology to allow consumers to try on Garnier hair color virtually in the comfort of their own homes.
Garnier’s hair color sales are up 9.4% EOY 2020 vs. 2019, a stark increase reflective of the newfound need for at-home hair color.
This past month, Garnier hair color commissioned a survey conducted by OnePoll to learn more about at-home hair color trends and practices during quarantine that will inform future planning. Survey results are available for review/use.