Cosmetics manufacturing and wholesale
The convergence of AI and ‘System Professional,’ the standard for ultra-personalized care from the world’s No. 1 hair brand.
Digital consulting innovation achieved through global localization and a UX design optimized for premium lineups.
WELLA
Wella Professionals is a world-renowned German hair care company boasting over 140 years of history. It leads global trends by providing innovative products and services to hair salons and stylists worldwide. Beyond simply supplying products, Wella is a top-tier partner that supports the growth of salon businesses through professional education and comprehensive solutions.
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Industry
Cosmetics manufacturing and wholesale
Scale
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By implementing a sequential shooting process optimized for the new high-end line, 'System Professional,' and applying a global UI, we have established a premium digital consulting environment that delivers a consistent, high-level experience in salons worldwide.
Background
Securing precise analytical data to realize ultra-personalized care for the new ‘System Professional’ line, while improving usability optimized for the global market.
Application Type
Implemented a dedicated product matching algorithm and updated global model imagery, while introducing a step-by-step 'Sequential Guide' that allows anyone to capture images with ease.
Impact
Standardized the consultation process to enhance designers' operational efficiency, while maximizing high-end product conversion rates and average transaction value through reliable, data-driven recommendations.
Synchronizing Scientific Diagnosis with Ease of Use for High-End Products
Wella has launched ‘System Professional,’ a new premium line that provides optimal solutions by diagnosing an individual’s unique hair energy profile. To realize the core value of this lineup—‘ultra-personalized care’—precise scalp and hair data were essential. This required more than just integrating the product lineup into the existing Becon solution; it demanded localization for global salon environments and an intuitive UX that busy hair designers could use instantly.
■ Integration of the ‘System Professional’ Matching Algorithm The data for Wella’s new lineup was perfectly integrated into the Becon Pro app. Based on AI diagnosis results, the system automatically recommends the most suitable combination of shampoos, masks, and infusions from the vast System Professional range. This enables expert-level prescriptions without the need for extensive product training.
■ UI/UX Localization for Global Markets To meet global service standards, all in-app guide images and tutorial models were replaced. The imagery transitioned from the original Korean models to global models representing Western and diverse ethnic backgrounds. This eliminates cultural alienation for international users and unifies the brand’s global identity.
■ Introduction of ‘Sequential’ Capture Guides We improved the previous capture method, which offered freedom but required high proficiency, by introducing a ‘Sequential Capture Mode.’ This mode provides step-by-step guidance on the specific areas and order of diagnosis. Users simply follow the on-screen instructions, minimizing the operational burden on designers and ensuring the consistency of diagnostic data.
Lowering Entry Barriers, Elevating Consultation Quality
■ Increased On-site Usability and Adoption Rate: By simplifying the complex shooting process into a step-by-step format, even hair designers unfamiliar with digital devices can use the tool immediately without separate training. This has drastically lowered the barrier to adopting the solution.
■ Driving Higher Average Transaction Value (ATV): By recommending high-end ‘System Professional’ products based on scientific AI diagnostic data, the solution has enhanced customer persuasiveness and naturally driven an increase in the average transaction value.
■ Establishing a Global Standard of Service: Through localization efforts, such as updating model imagery, we have laid the foundation to provide a consistent premium brand experience for Wella in salons across any country worldwide.