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CINCINNATI — Procter & Gamble Co.’s Beauty & Grooming business unit has launched My Beauty Adviser, a free mobile application for the iPhone and Android platforms.
The company said Wednesday that P&G Beauty & Grooming brands Clairol, CoverGirl, Olay and Pantene have teamed up to create a comprehensive, multifaceted beauty application that provides consumers with an exclusive virtual beauty experience.
Developed by Densebrain Inc., My Beauty Adviser features an advanced, intuitive and user-friendly interface to improve consumers’ shopping experience and simplify purchasing decisions, according to P&G. On launching the application, users can choose to explore products, complete a consultation or browse a free magazine.
"Our customers continue to tell us they need guidance to decide which beauty products to use and how to use them to get the look that they want," stated Kevin Hochman, marketing director for P&G’s Olay, Secret and Venus brands. "That’s why we created My Beauty Adviser, to help women find the best answers in a quick and fun way while on the go. We wanted to provide our customer with a free, interactive platform to help her make confident decisions about her beauty purchases and believe My Beauty Adviser accomplishes that goal."
A browsing feature in My Beauty Adviser enables users to easily learn about products, read and write reviews, and establish a beauty regimen among the cosmetic, skin and hair care categories. Users can explore by product line, name or category by tapping through each page.
Voice and barcode scanning uses advanced technology for instant access to products and content within the application, P&G said. A feature called Voice Scan will direct users to magazine articles and help start the product search. Users can also use the Barcode Scanner tool while shopping in retail aisles to instantly access product reviews and related articles.
My Beauty Adviser also acts as a personal, handheld consultant that tailors a beauty recommendation to meet an individual’s needs. Users can complete consultations by answering questions about their skin and hair type, concerns and desired results. Once the consultation is done, results show customized recommendations for products.
And the My Beauty Adviser Magazine educational tool offers access to exclusive content from top beauty reporters and bloggers. Updated monthly, the tool can help expand users’ knowledge of skin care, hair care and cosmetics via original articles, video tutorials and trend reports on new products as well as standby items. Featured products are searchable within the application for more information.
Meanwhile, the My Beauty Adviser Beauty Bag tool lets users select products and store them for quick access later from consultation results, searches and articles by simply dragging the product image into the Beauty Bag.
"My Beauty Adviser is a departure from the classic branded content feed. It provides truly relevant information to consumers in an easy to consume way that really connects with their needs," commented Jonathan Glanz, founder and technical director for Densebrain.
My Beauty Adviser can be downloaded via the iTunes Application Store or at http://mba.densebrain.com/mba-admin/mobile.
