BEAUTY CARE

Coty intros Clairol Color Expert for Google Assistant

BY Gisselle Gaitan

Coty, the parent company of Clairol, has joined forces with the Google Assistant on Google Home.

The company announced the launch of the Clairol Color Expert, which provides a hands-free, voice-activated guide to the entire at-home hair color process. Everything from finding the right shade to apply color, reapplication and aftercare at home can be found by saying “Hey Google, talk to Clairol.”

Fred Gerantabee, Coty’s vice president of digital innovation, 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. By delivering Clairol expertise through the unique Google Assistant ecosystem, we are able to transform the at-home hair color 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.”

Clairol’s Color Assistant was built by Beamly, Coty’s in-house MarTech agency, and Voxly Digital, a voice developer company.

The Google Assistant allows a wide variety of consumers to access a personalized color assistant across different touchpoints and devices. It also is an important advancement for the at-home hair color category, where consumers often feel overwhelmed by the challenges of coloring their own hair, the company said.

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