Coty activates at-home hair colour expert with Google

By Becky Bargh | Published: 7-Dec-2018

The new Clairol Color Expert works through Google Home smart speakers and mobile devices to provide hands free hair colouring guides

Beauty heavyweight Coty has announced a collaboration with Google to introduce its hands-free voice-activated Clairol Color Expert.

The process works by connecting to the search engine’s Google Home smart speakers and mobile devices to give a step-by-step guide through the hair dying process as well as advice for after care.

Built by Coty’s in-house MarTech agency, Beamly and Voxly Digital, a leading voice developer firm, the new technology is part of Coty’s digital innovation strategy, focusing on consumer-first technology solutions.

Coty’s VP for Digital Innovation, Fred Gerantabee, said: “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.”

He continued: “By delivering Clairol expertise through the unique Google Assistant ecosystem we are able to transform the at-home hair colour 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.”

Google has partnered with other beauty brands to bring at-home services to its consumers, including beauty retailers ASOS and Sephora.

Google Assistant is now available across Android phones, iPhones, smart TVs, Chromebooks and Google’s smart speakers.

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