In a world that is mostly digital and visual, engagement is very hard to achieve with only verbal communication, human beings are still analog as are the skin and beauty products.

The Aveda team wanted to provide to their consumer and beauty consultants, a powerful and easy way to engage and understand the individual scalp better to help stimulate the purchase intent, in seconds. The tool was to work in 1:1 interactions or as a self-service activation, which is specifically designed to diagnose the scalp sebum of a consumer.  Helping the consumer to understand their needs in approx 5 seconds and get a product recommendation based on the specific result.

The scalp sebum test perfectly works as a conversation starter, engagement, consultation, and recommendation tool with a simple workflow. 10 tests in a single card made the tool easier to handle multiple touchpoints e.g if a BA was available for consultation. The project was first developed for Italy but was such a success that other countries chose to then add the tool to their marketing mix. This tester card was engaging and by educating their consumer they helped to establish brand awareness, brand trust, and give added value to their marketing activity…leading to increased sales.