After a successful launch on Unilever’s AllThingsHair.com website, AI-powered personalization tool, HelloAva, has launched its own hair analyzer platform, “My Hair,” to help consumers find their ideal hair products. The company, founded in 2017 by Kailu Guan, Siqi Mou and William Zhang, first launched as a skin care tool, and branched into hair care following its partnership with Unilever, which began through Unilever Foundry, the company’s global platform dedicated to partnering with startups to accelerate innovation. In May, Unilever integrated the artificial intelligence service into its All Things Hair website, to provide hair advice and personalized recommendations of the hair products in its portfolio via an online quiz and voice assistant. To date, the tool has serviced nearly 10,000 users. With this week’s launch, co-developed with Unilever, HelloAva is aiming to utilize its AI-driven diagnostic technology to provide users with personalized product recommendations from over 40 brands including L’Oréal, Dove, Tresemme, R+Co, Oribe and Living Proof. Traffic will be directed to each brands’ e-commerce sites, with no plans to partner with retailers.
“Hair is transformative; it is the crowning glory in beauty and extremely personal to consumers,” said Rishabh Gandhi, Head of Digital Transformation, Global Hair, Unilever. “With our vision to become the ultimate hair companion for consumers, each of whom has unique hair needs, we are extremely excited about our partnership with HelloAva that allows us to leverage their cutting-edge technology and AI to provide personalized and ultimately useful hair care and styling solutions, including tailored products and regimen recommendations.”
Through the HelloAva website, users will chat with a digital assistant and answer questions about their hair, personal routine and upload a photo. The tool will then use the information, along with a detailed understanding of ingredients and function, to recommend a series of products bespoke to an individual’s needs.
“From the AllThingsHair.com launch, we learned about the engagement of the different stages, including dropoffs of each question, and over 300 customers gave us great feedback on the UI/UX which has guided us to the new product launch,” said Kailu, Co-founder and Chief Product officer, HelloAva. “To determine success of the new platform, we will be measuring user numbers, growth rate, engagement and intent to purchase.”
Over time the technology will be able to make increasingly complex recommendations as more consumers complete the experience and more functionality is added.
“This is something neither of us could achieve independently. We are excited about this partnership and feel honored to be working alongside Unilever, taking consumers to the future of personalized beauty that technology enables,” said Siqi, Co-founder and CEO, HelloAva.