The Client

Kérastase is the #1 professional hair care brand worldwide, bringing together luxury products with a diagnostic approach to treat each person’s individual needs. As part of the L’Oréal Group, their products are sold in stores and salons across the globe.

The Mandate

Kérastase wanted to launch a bilingual (English, French) seasonal activation contest to gain more insights about their customers hair care needs. The contestants would win a year’s worth of Kérastase hair care products.

Kérastase wanted to create an engaging landing page experience that gave contestants the opportunity to reflect on their own hair care needs and get customized product recommendations they could feel confident about. 

Their goal was to gain insight on their clients’ hair type, style and care habits to improve the data around their customer base. Information collected was captured in their CRM for better direct marketing campaigns with personalized recommendations.
As a cross promotion, Kérastase commissioned custom illustrations of fashion & beauty influencers from Toronto for this project.

Looking in the mirror

Each step of the quiz, would phrase the sentence in the first person, allowing contestants to fill in the blanks about themselves, feeling more confident about their results. This style of self-reflective campaigning would lead to a higher conversion rate.

Customizing the Results

To provide personalized recommendations, the landing page included a matrix that processed contestants answers to query the Kérastase product catalogue, and display recommended hair products for their needs, and where to buy them according to their postal code.

Living in the details

  • Accelerating entries
    All quiz completions counted as an entry to the contest, and users could garner bonus entries when they referred others to complete the quiz through social shares. We created a social referral ID tracking method to ensure all referred entries were allocated to the right contestant.
  • Reporting back to Kérastase
    The bilingual, mobile-responsive landing page was developed to track activity based on language, location, demographics, and more using Google Tag Manager & Analytics.

The Results

The Kérastase #MyHolidayHair campaign and self-reflective style of quiz proved to be a success with a 48% conversion rate across 9 Canadian cities in 2 provinces.

Work With Us

Are you ready to grow your business with us? Get in touch and we’ll grab a coffee to discuss your needs. Let’s see what kind of magic we can make together!