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P&G Launches Mobile Beauty App
Posted: June 15, 2011
P&G Beauty & Grooming launched My Beauty Adviser, a new, free app for the iPhone and Android mobile platforms. P&G Beauty & Grooming brands Clairol, CoverGirl, Olay and Pantene joined forces to create this multifaceted app, which provides consumers with a quality virtual beauty experience.
Developed by Densebrain, Inc., My Beauty Adviser offers an intuitive and user-friendly interface to improve consumers' shopping experience and simplify purchasing decisions. Upon launching the application, users can choose to explore products, complete a consultation or browse a free magazine.
"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 that they want," says 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. We wanted to provide our customer with a free, interactive platform to help her make confident decisions about her beauty purchases and believe My Beauty Adviser accomplishes that goal."
"My Beauty Advisor is a departure from the classic branded content feed; it provides truly relevant information to consumers in an easy-to-consume way that really connects with their needs," says Jonathan Glanz, founder and technical director for Densebrain.
A browsing feature allows users to discover and learn about products, read and write reviews, and establish their ideal regimen among the cosmetic, skin and hair care categories. Users can explore by product line, name or category by tapping through each page.
Voice and bar code scanning uses advanced technology for instant access to products and content within the app. Voice Scan will direct to magazine articles and help start the product search, and users can utilize the Bar Code Scanner while shopping to instantly access product reviews and related articles.
My Beauty Adviser also acts as a personal, handheld consultant that tailors a beauty recommendation to meet an individual's needs. Users can complete consultations by answering questions about their skin and hair type, concerns and desired results. Once the consultation is complete, results reveal customized recommendations for products.
Another feature, My Beauty Adviser Magazine, is an educational tool that offers access to exclusive content from beauty reporters and bloggers. Updated monthly, My Beauty Adviser Magazine can help expand users' knowledge of skin care, hair care and cosmetics via original articles, video tutorials and trend reports on new products as well as classic selections. Featured products are searchable within the app for more information, and readers can organically share their favorite articles and products via Facebook. Users can be notified when a new issue is available, and an easy-to-navigate archive houses past editions.
While exploring products, browsing a magazine or upon completing a consultation, My Beauty Adviser's Beauty Bag helps users select products for their own personal, virtual beauty bank. Products can be stored for quick access later from consultation results, searches and articles by simply dragging the product image into the Beauty Bag.