How to facilitate the dialogue and the decision-making process between the client and the hairdresser?

The Challenge

One of the major challenges for the hairdresser is creating a dialogue with his clients in the salon and the ability to maintain it.

Numberly supported the L’Oréal Professionnel teams for several months in the creation and implementation of a digital BtoBtoC mobile first tool. The solution quickly turned out to be a real ally for colourists in hairdressing salons.

The application meets the objectives of two identified targets; hairdressers (BtoB) and hairdressing salon customers (BtoC):

BtoB objectives:

Share L’Oréal Professionnel’s expertise;
Inspire and engage hairdressers thanks to an innovative tool;
Help and reassure customers;
Generate incremental in-salon sales on services and products related to colouring.

BtoC objectives:

Project and reassure through 3D simulation;
Guide the customer’s choices.

The Solution

The Style My Hair Pro application was launched in December 2018 thanks to the collaboration of Numberly and L’Oréal Professionnel teams. Innovative and immersive, the application is a tool made available to the hairdresser in order to support him by enriching his L’Oréal Professionnel products expertise. It also enables him to gain efficiency during the consultation and to reassure the client thanks to the 3D simulator which allows to test a classic physical colouration in augmented reality. The tool facilitates the customer’s projection capacity and facilitates the conversion in the salon.

Style My Hair Pro offers 4 main functions:

An inspirational space dedicated to moodboards of latest colour trends. The moodboards can be personalised by hairdressers to enhance their creations;
A 3D simulator so that the customer can try a new colour in real time via an augmented reality device;
A digital colour chart that gives access to all shades, recipes and colour doctrines to choose, compare and create looks;
Technical guides for colour preparation and application.

The development of the application was accompanied by the development of a CMS allowing the various local L’Oréal Professionnel markets to manage the application in their countries (translations of texts, localisation and customisation of the functionalities’ content).

Being a 100% dematerialised solution, Style My Hair Pro also made it possible to drastically reduce the brand’s environmental footprint, by digitally gathering all the content that previously required paper prints.

The Results

The results have been very satisfying with an extremely rapid acceleration of the number of downloads in only 1 year! Style My Hair Pro has won over many hairdressers and clients.

The application is now available in more than 75 countries and all of its functionalities are used regularly, for example the 3D simulator is used at an average of 200,000 times per month.

Key figures

+ 800,000

downloads in 24 months

200,000

uses per month of the 3D simulator

Style My Hair Pro is a real success for us, from the initial stages of design with Numberly to its daily animation. The biggest advantage of working with Numberly is that we have just one agency that can manage the entire process: from UX to the CRM activation of the customer. It's a real advantage, all the teams know about the project.

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