What a Chatbot Can Teach You -- and Unilever -- About Hair By Jack Neff
" .... THE IDEA
Enter the Hair Concierge, a chatbot launched on Facebook Messenger in November that uses artificial intelligence to answer women's questions about how to solve hair problems, and links them to Nexxus products they can buy direct online within the bot. The virtual Hair Concierge spawned more than 450,000 messages, around eight per conversation, during January alone, Ms. Grigoriou said. And that comes just from influencers, social sharing and word of mouth, before the brand has put any conventional paid media support behind the effort, which was led by new digital agency Cubocc.
It's a new idea with roots deep in Nexxus' heritage. From Mr. Redding's day on, the brand was about using proteins found in nature to improve hair. Things like heat and ultraviolet radiation exposure deplete those proteins, leading to a range of hair problems, such as dullness, frizz and split ends. "We can actually map the DNA of the hair, identifying which ingredients can deliver the best results for each problem," she said. The Hair Concierge is part of a broader digital revamp for Nexxus, which aims to offer "mass customization" by matching existing products to women's stated needs. The effort also includes a redesign of Nexxus.com to align with how women search online and a series of 30-second-or-shorter, mobile-optimized videos matching Nexxus products to various hairstyles or problems. ... "