The responsible team in the Philippines for Dove wanted to educate their consumers on their hair type with the help of a hair tool. They were using a diagnostic machine but faced the issue that they could only deploy 3 units per store which were cumbersome and very cost-intensive. They came to USP looking for something handy, easy to use, and have the capability to touch multiple consumers in a short time.

The team wanted to focus on their 3 conditioners that covered all kinds of damaged hair and that were easily attachable to sampling. While the consumer could easily understand what to do on their own or with the help of beauty advisors in-store as a push engagement tool.

Using their roughness technology, USP developed a demo card that clearly showed the three different kinds of hair quality and the associated conditioner to rectify the problems. Consumers could match their hair quality to the card and see how the product worked/reacted on the demo, thus getting a product recommendation that was right just for them.