P&G launches beauty app
My Beauty Adviser aims to provide consumer guidance
P&G has launched a new free application for the iPhone and Android mobile platforms called My Beauty Adviser. The app involves P&G’s beauty and grooming brands Clairol, Covergirl, Olay and Pantene and aims to improve consumers’ shopping experience and simplify purchasing decisions.
Developed by Densebrain Inc, My Beauty Adviser allows the user to explore products using a browsing feature, read and write reviews and establish their ideal regimen. Voice scanning will direct the consumer to magazine articles and help begin their product search, while a barcode scanner enables them to instantly access product reviews and relevant articles when shopping in retail aisles.
It also offers users the chance to answer questions about their skin and hair type, concerns and desired results, and recommends products based on their responses.
Meanwhile, the app includes a Beauty Adviser Magazine section, featuring content from beauty reporters and bloggers and updated monthly, to help expand the user’s knowledge of skin care, hair care and cosmetics.
Finally, a Beauty Bag feature enables consumers to store products in a personal, virtual beauty bank.
“Our customers continue to tell us they need guidance to decide which beauty products to use and how to use them to get the look they want,” commented Kevin Hochman, marketing director for Olay, Secret and Venus. “That’s why we created My Beauty Adviser – to help women find the best answers in a quick and fun way while on the go.”