Henkel has announced the development of the mobile color consultation program Choicify in order to help consumers find the right hair color on their smartphones.
Consumers can use the program directly at the hair color section in store by using a QR code or NFC chip reader.
Nils Daecke, Corporate Vice President Digital Marketing International at Henkel Beauty Care, said, “Our aim was to deliver a simple & easy to use mobile solution that aids consumers to find the right brand or shade at the point of sale without them having to download an app. The result is Choicify!“
The program can be used for other brands from other manufacturers and will initially be tested at exclusive retailers in Germany. There will be a supporting online website.
Tilak Thiagarajan, Head of Digital Content Platforms International at Henkel Beauty Care, said, “With the launch of Choicify, we are redefining the way how consumers discover their bespoke product which best fits their needs.
“At the same time same time, we are accelerating our data-driven innovation and marketing process based on the insights we gain from the point of sales.”