P&G launches beauty app

By Andrew McDougall

- Last updated on GMT

Related tags Barcode Procter & gamble Olay

P&G launches beauty app
Procter and Gamble has joined big players L’Oreal and Unilever in introducing an application for the iPhone and Android platforms in the form of a virtual makeover tool.

P&G Beauty & Grooming launched My Beauty Adviser, a new, free application for the mobile platforms, with its Clairol, CoverGirl, Olay and Pantene brands joining forces to create a multi-faceted beauty application that provides consumers with an exclusive virtual beauty experience.

"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,"​ says Kevin Hochman, marketing director for Olay, Secret and Venus.

"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."

The new app was developed by digital ideas agency Densebrain, and allows users to explore products, complete a consultation or browse a free magazine.

"My Beauty Advisor 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,"​ says Jonathan Glanz, founder and technical director for Densebrain.

Various features

A browsing feature allows users to discover and learn about products, read and write reviews, and establish their ideal regimen among the cosmetic, skin and hair care categories.

Voice and barcode scanning uses advanced technology for instant access to products and content within the application. Users can also utilize the barcode scanner while shopping in retail aisles to instantly access product reviews and related articles.

The Ohio-based firm also claims the app acts as a personal, handheld consultant that tailors a beauty recommendation to meet an individual's needs.

It states that users can complete consultations by answering questions about their skin and hair type, concerns and desired results. Once the consultation is complete, results reveal customized recommendations for products.

The app also comes with a beauty magazine that users can browse through and select any particular styles they take a liking to.

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