01.02.19
Coty has launched the first at-home hair color action for the Google Assistant on Google Home smart speakers and smartphones. The Clairol Color Expert provides consumers with a hands-free voice activated guide to the at-home hair color process, from finding the right shade at the shelf to applying color and aftercare at home.
Google Assistant is a key player in the rapidly growing voice market, available on more than 500 million devices, across Android phones, iPhones, smart TVs, Chromebooks, and on smart speakers such as Google Home, and a new category of devices called Smart Displays.
Coty contends the Clairol Color Expert builds on its digital innovation strategy, which focuses on insight-driven, consumer-first and category-level solutions to consumer problems through emerging technology and new platforms.
“In beauty, service is the new product, and for consumers, the real value of a product is not just what’s in the box, but the expertise and service that comes with it. We worked with Google, who helped us identify insights around known category challenges combined with how (and where) beauty consumers are using voice assistants,” explained Fred Gerantabee, VP-digital innovation, Coty.
“By delivering Clairol expertise through the unique Google Assistant ecosystem, we are able to transform the at-home hair color experience and truly help Clairol consumers feel confident that they will get better results with a lifeline and expert at every step of their journey.”
According to Coty, the ability for millions of women to be able to access a personalized hair color assistant across different touchpoints and devices, whether at the shelf via their smartphone or in the home on their smart display or speaker, is an important advancement for the at-home hair color category where consumers often feel overwhelmed by the challenges associated with coloring their own hair.
Google Assistant is a key player in the rapidly growing voice market, available on more than 500 million devices, across Android phones, iPhones, smart TVs, Chromebooks, and on smart speakers such as Google Home, and a new category of devices called Smart Displays.
Coty contends the Clairol Color Expert builds on its digital innovation strategy, which focuses on insight-driven, consumer-first and category-level solutions to consumer problems through emerging technology and new platforms.
“In beauty, service is the new product, and for consumers, the real value of a product is not just what’s in the box, but the expertise and service that comes with it. We worked with Google, who helped us identify insights around known category challenges combined with how (and where) beauty consumers are using voice assistants,” explained Fred Gerantabee, VP-digital innovation, Coty.
“By delivering Clairol expertise through the unique Google Assistant ecosystem, we are able to transform the at-home hair color experience and truly help Clairol consumers feel confident that they will get better results with a lifeline and expert at every step of their journey.”
According to Coty, the ability for millions of women to be able to access a personalized hair color assistant across different touchpoints and devices, whether at the shelf via their smartphone or in the home on their smart display or speaker, is an important advancement for the at-home hair color category where consumers often feel overwhelmed by the challenges associated with coloring their own hair.