Technology improves shopper experience in men’s hair color
The grooming needs category has evolved over the last decade. In particular, products targeting men have increased, including skin care options, shaving products, and hair care and coloring products. Much like has long been the case in personal care products for women, manufacturers have looked beyond providing form, function, and efficacy to creating an experience for men as they use these types of products.
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Choosing a hair color that will blend in with one’s natural color can be both intimidating and nerve-wracking. Good or bad, the results will be front and center for all to see. To minimize those concerns, Combe has introduced virtual try-on of Just For Men hair color, and as of the end of October, Mustache and Beard as well. In partnership with Perfect Corp., the AI-powered virtual experience will help men digitally find their best color match, and thus, most natural look.
Stacey Feldman, senior vice president of NA marketing at Combe, said that achieving a perfect shade match is key to consumers becoming loyal Just For Men (JFM) users and the virtual try-on (VTO) technology eliminates any doubt about choosing the correct shade. “The new virtual try-on tool for facial hair is specifically calibrated to Just for Men shades to make it even easier for customers to find their perfect match. Customers who utilize the tool can make a more confident decision when choosing which product is right for them.” She added, “We have seen significant increases in conversion for customers who utilize the VTO Tool compared to those that did not.”
Using the QR code found in advertisements takes customers directly to the try-on experience on the JFM website. Men can take a selfie to start the virtual journey. They identify whether they are looking for hair or mustache and beard color, select the product they are interested in, then select a shade by using the live camera option or uploading a photo. From there they can choose the shade they want to apply to discover the best match.
While speaking at the 2021 Global Beauty Tech Forum Virtual Event, Danielle Arnone, global chief digital & technology officer for Combe, emphasized that listening to their customers’ concerns is one of the reasons the JFM brand has been on shelves for over 30 years.
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Nowadays, convenience is king, and Feldman noted that the company has offered a subscription service for several years and has thousands of active subscribers. In addition to having the hair color products arrive as needed, subscribers receive shipping and volume discounts to make the service even more attractive.
To further build on loyalty, Combe offers a JFM rewards program. Members are sent emails alerting them to on-site offers, product updates and launches, and new innovations in the VTO tool. Feldman said rewards members enjoy an “insider" status because they receive first notice of special offers, new product launches, and new product trial opportunities.
When asked where men’s grooming is going, Arnone said that using augmented reality has become table stakes in beauty and that they will continue to remove barriers to entry for those new to the category. She foresees Combe continuing to evolve to meet the consumer where he is most comfortable shopping – providing the experience when and where he wants it. It will also be important to maximize the use of mobile phones and provide the ability to shop on social platforms. Feldman highlighted the development of more advanced tools to help consumers find the product that is right for them, and that they are continually refreshing the JFM website content to provide tips, tools, and information that will help consumers most easily achieve the most natural-looking results.
Megan Moyer is HRG’s corporate marketing manager. Combe has advertised JFM in HRG’s IN.depth publication.