In today’s predominantly digital and visual landscape, achieving meaningful consumer engagement requires more than just verbal communication. Recognizing this challenge, Aveda, a brand under Estée Lauder, sought to create an interactive tool that would empower beauty consultants and consumers alike to better understand individual scalp conditions. The goal was to stimulate purchase intent within seconds through a simple, yet effective, diagnostic process.
Challenge: Delivering a Quick, Reliable Scalp Diagnosis
Aveda needed a tool that could diagnose scalp sebum levels in approximately five seconds, serving as both a conversation starter and an engagement driver. The tool had to function seamlessly in one-on-one interactions as well as self-service activations, ensuring versatility across multiple consumer touchpoints.
USP’s Solution: Scalp Sebum Test Card
To meet Aveda’s needs, USP Solutions developed an innovative Scalp Sebum Test card that offered:
- Quick Results: A 5-second diagnostic process that provided consumers with immediate insights into their scalp condition.
- Engaging Design: Each card included 10 tests, enabling easy handling across multiple touchpoints and ensuring a streamlined experience for beauty consultants and consumers.
- Personalized Recommendations: Results guided users toward the most suitable Aveda products, enhancing their shopping journey.
This diagnostic tool not only educated consumers but also reinforced brand awareness and trust by offering tangible value during consultations. Initially launched in Italy, the tool’s success led to its adoption in other markets, including Belgium, Greece, India, Luxembourg, the Netherlands, and Spain.
Results: Increased Sales and Enhanced Brand Loyalty
The Scalp Sebum Test card proved to be a valuable addition to Aveda’s marketing mix. By educating consumers and providing personalized product recommendations, the tool:
- Boosted Engagement: Acted as a powerful conversation starter and consultation tool.
- Established Brand Trust: Educated users about their needs, creating a stronger connection to the brand.
- Drove Sales: The added value of the diagnostic process encouraged informed purchases, leading to increased sales.
In a market saturated with generic solutions, tools that combine education, engagement, and personalization stand out. USP Solutions’ expertise in creating interactive product and claims demos ensures brands like Aveda can deliver meaningful consumer experiences that drive both trust and loyalty.
