Choicify, the app, comes from Henkel’s Beauty Care division, and is designed as a mobile solution for the point of sale. Henkel describes the launch as its “next big step into the digital future”.
The app offers a mobile colour consultation programme, to guide consumers when buying colour-at-home style hair dye kits, and is designed for use directly at the hair coloration shelf in stores.
This launch taps into the trend for customised beauty and personalisation. Cosmetics Design is hosting a webinar dedicated to the topic - free to attend - on Wednesday 5 December. Full details available here.
What is the app for?
“Customers can quickly get lost in the jungle of different hair colors on offer. Help is here! Henkel Beauty Care introduces Choicify, the 10-sec. hair color finder,” explains Henkel Beauty Care.
“The program can be used directly at the hair coloration shelf on any smartphone using a QR code or a NFC chip reader (Near Field Communication for contactless data exchange) and the perfect choice is just a few taps away.”
Choicify will initially be tested at exclusive retailers in Germany. In addition, Choicify will beused as a supporting tool online for coloration purchases.
Bespoke choices: not just for Henkel products
The company explains that the new app doesn’t just help consumers find Henkel products, but works generally to direct consumers to appropriate hair care products, including to brands from other hair care manufacturers.
It taps into the ongoing rising consumer interest in bespoke products that match the consumer’s individual needs and desires.
Technology is one key way brands are responding to this demand: indeed, the recent in-cosmetics Formulation Summit was dedicated to the theme of personalisation, and several speakers at the event suggested data-driven, digital solutions may hold the key to this challenge.
“With the launch of Choicify, we are redefining the way how consumers discover their bespoke product which best fits their needs,” says Tilak Thiagarajan, Head of Digital Content Platforms International at Henkel Beauty Care.
“At the same time, we are accelerating our data-driven innovation and marketing process based on the insights we gain from the point of sales.”
Dr. Georg Knübel, Director New Technologies at Henkel Beauty Care: “The quality of the product recommendation is ensured through the combination of advanced big data algorithms for color prediction and through colorimetric measurements.”