Wella/Clairol
Delivering data-driven targeted user insights and digital content strategy
Project date: 2017
Role: UX Strategist
Project date: 2017
Role: UX Strategist
Context:
Clairol is a personal care-product division of Wella, specializing in hair coloring and hair care with annual revenue of $2 billion. Clairol manufactures hair-coloring products sold under the brand names "Natural Instincts", "Nice 'n Easy", and "Perfect Lights".
The challenge:
Clairol was looking for user insights to optimize their international marketing efforts. A deeper understanding of Clairol users was needed to focus and prioritize strategic and tactical product decisions.
Solution:
Researched all major competitor's online marketing strategy of paid, owned and earned media to develop a comprehensive media matrix informed by the personas and shopper journeys.
Results:
Developed a suite of six detailed shopper personas and journey maps based on Clairol's major customer and market segments with demographics, psychographics and media touch-points.
Mapped out the ideal customer journeys for each persona based on product affinity, behavioral metrics, and media consumption to discover key leverage points in the market.
Provided a matrix of best-practices for paid, owned, and earned media strategies across all digital and analog touch points.
Clairol Digital Playbook Customer Journey Maps
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