NEW YORK — With a head shot and click of a mouse, consumers can find the right shade of hair color with the addition of a virtual online tool, Shade Aid, by Clairol, beginning Sept. 15.
“I expect Shade Aid to be the jewel of the site,” said Jo Vaughan, consumer relationship marketing manager for Clairol.
Shade Aid is classified as a consultation tool on the revamped Web site, clairol.com.; Vaughan said after several years’ of company research, they found most women simply wanted to find their perfect hair color. The current tool on the site, Try It On Studio, just didn’t seem to be enough.
“With the Try It On Studio, women are able to search through a gallery of pictures to find one that looks most like them,” Vaughan said. “What we wanted to do here is take it to the next level.”
And that’s exactly what the company did. Once a photograph is uploaded to the site, users can then consult videos and receive expert advice from Clairol’s director of color and style, Marcy Cona, and Clairol global color director Brad Johns.
Vaughan compared advice given on the site with the same as what a person would receive in an actual salon. On the site, Cona breaks down the basics of shade selection by focusing on color and tone. Users of the site are then directed to virtually try on various shades of color. Johns gives color maintenance tips and informs patrons of how to have fun with their newly chosen color.
“This site really inspires and gives confidence to women,” Vaughn said.
Shade Aid also allows users to save before-and-after pictures and e-mail them out to others. The Try It On Studio tool will still be available for use. While Vaughn refused to comment on how much the company invested in changes to the site, she did mention that the site will continue to evolve. It currently receives at least four million visitors a year.
