Moroccanoil holds overwhelming market leadership in the Argan oil-based hair treatment sector. However, for the brand's sustained growth, it was essential to expand its category beyond its core oil product to become a total hair care brand, including shampoos, conditioners, and further, scalp care products. Under existing sales methods, it was difficult to scientifically persuade customers of the necessity of scalp care products. Therefore, Moroccanoil decided to introduce the becon scalp diagnosis solution to establish an image as a scalp specialist in department store channels, a key premium customer touchpoint, and to generate customer needs based on data.

Moroccanoil strategically placed the becon solution in major department store outlets nationwide, aligning with its brand image.

■ Key Department Store Entry: becon diagnostic booths were installed in high-end distribution channels, including Hyundai Department Store (Pangyo, Mia, Mokdong branches), Shinsegae Department Store (Hanam, Centum City branches), and Lotte Department Store (Busan Main branch).

■ Premium 1:1 Diagnosis: The stores offered a complimentary precise scalp diagnosis service using the becon scanner to visiting customers. This went beyond simple product trials, providing a premium consulting experience that increased customer dwell time and satisfaction.

■ Product Portfolio Linkage: A system was established so that Moroccanoil's new lineup of shampoos, conditioners, and dedicated scalp products were instantly recommended based on the diagnosis results, tailored to the customer's scalp condition.

The introduction of the becon solution decisively contributed to Moroccanoil's category expansion.

■ Maximizing Purchase Conversion: Customers became scientifically aware of their scalp issues (e.g., dryness, flakes, oiliness) through the becon diagnosis results, which led to a perceived necessity to purchase product categories with previously low sales volumes, such as shampoos and conditioners, achieving a high purchase conversion rate.

■ Enhancing Premium Image: By offering advanced beauty tech solutions in a high-end channel like department stores, Moroccanoil successfully upgraded its brand image from a simple oil brand to a professional and innovative total hair & scalp care solution company.

■ Increase in Average Transaction Value (ATV): Customers who primarily purchased treatments began making additional purchases of new category products like shampoos, conditioners, and scalp ampoules based on the diagnosis results, leading to an overall increase in average transaction value.