Results

Kérastase offers an extensive range of luxury haircare products that target urban, affluent Indian women with diverse haircare needs. These women are looking for effective solutions to their specific hair concerns, but don’t know which product to use. A unifying factor is that women across India have access to smartphones. To address this challenge, we developed an interactive Hair Quiz for mobile devices that offers personalized product recommendations. Basis the consumers’ hair type, hair texture, and hair condition, the quiz crafts a step-by-step haircare regimen. Our mobile marketing plan, backed by this interactive quiz & a comprehensive SEO strategy, helped us to achieve the following results: 1) 85% growth in Organic Traffic via Mobile devices - Users who wanted the best hair care solutions could easily discover our interactive hair quiz & product pages via mobile devices, thus increasing organic traffic. The page visits to the Hair Quiz page increased by 56%. 2) 80% growth in Organic Transactions via Mobile devices - The Hair Quiz gave personalized solutions as per the users’ hair problems. Users were able to find the right products quickly & effortlessly. This improved our conversion rate from 0.7% to 2.2% and drove a growth in organic transactions. 3) 86% growth in Organic Revenue via Mobile devices - The Haircare regimen recommended by the quiz is a complete solution. Complementary products are bundled together under a regimen. For instance, users are asked to try a shampoo, a hair mask & a serum in combination with each other for the best results. This helped to increase the average order value of each transaction & in turn increased the revenue. By delivering a 360-degree consumer experience on mobile devices, we successfully positioned Kérastase India as a leading choice for modern Indian women seeking effective hair care solutions.