Singapore – Procter and Gamble (P&G) has announced a partnership with regional e-commerce giant Lazada to launch a personalised haircare microsite called ‘#HairDNA’, which aims to solve consumers’ biggest hair queries via expert advice available on the platform.

The microsite will serve as a one-stop-shop for consumers looking to switch up their haircare routine and find new products at the best deals with ease. With this venture, the company aims to establish itself as a thought leader and frontrunner in the haircare category. 

‘#HairDNA’ will also help P&G foster a closer relationship with its consumers through personalising the experience and increasing the segment of one-to-one interaction, all while driving higher penetration for its premium beauty segment.

Moreover, it will also help shoppers discover their hair needs and receive personalized recommendations for the best products and regimens. Consumers can get personalized product recommendations that solves a variety of hair problems through a series of quiz-like questions.

The interactive platform will then analyse the responses and offer customised advice, including tailored haircare tips and recommendations on the product regimen comprising shampoos, conditioners, as well as treatments from brands under the P&G ambit. Currently, these include Head & Shoulders, Pantene, Herbal Essences, and Rejoice which are available on Lazada via P&G’s official LazMall flagship store.

Commenting on the launch of #HairDNA, Ajit Nayak, senior vice president for APAC, of haircare at P&G, said, “P&G is proud to partner with Lazada in launching #HairDNA, delivering personalized haircare solutions, cementing our commitment to driving category growth and delivering the best possible haircare experience.”

Meanwhile, Moran Lucy, senior director for e-commerce sales for Asia-Pacific, Middle East, and Africa at P&G, commented, “With a wide repertoire of beauty choices online, as P&G, we want to be able to streamline the shopping process for our eCommerce shoppers, in an easy and interactive way to understand their problems and provide quality recommendations from our brands. With #HairDNA, we are step-changing the way Lazada shoppers can find the right haircare products that suit each of their personalised hair types. This is the first of many partnerships with Lazada that we will embark on together to deliver a great shopping experience for our shoppers.”

Lastly, Regina Toh, senior vice president of regional strategic accounts (FMCG) at Lazada Group, stated, “With increasing numbers of beauty shoppers on our LazBeauty channel, haircare products have regularly been hot favourites with our shoppers, thanks to the great deals and an engaging online shopping experience that we provide. Lazada is delighted to drive the beauty category further with leading P&G brands – from sampling to full hair regime exploration – via #HairDNA, and to leverage the power of data and technology to provide personalised recommendations to consumers across Southeast Asia.”