Procter & Gamble (P&G), a multinational consumer goods company, recently announced its partnership with Lazada, one of Southeast Asia’s major e-commerce platforms, to launch #HairDNA, a haircare microsite for consumers, in the region. The initiative is aimed at tapping the growing demand from young consumers for personalized haircare solutions in Southeast Asia, according to GlobalData, a leading data, and analytics company.

Raviteja Neralla, Consumer Analyst at GlobalData, comments: “P&G has been working on expanding its consumer base in Asia. Investment in technology to create better solutions for consumers is a key focus area for the company. In November 2022, the company announced a technology fund worth INR2 billion ($24 million) to invest in solutions powered by technology in India.”

Tim Hill, Key Account Director at GlobalData Singapore, adds, “The microsite was first launched in Indonesia and then, planned for the Philippines, before its expansion to other ASEAN markets. The company chose these markets for its initial launch, as consumers in these markets are more specific about the suitability of their health & beauty products to their needs. According to GlobalData’s 2023 Q1 consumer survey for Asia & Australasia, 38% of respondents from Indonesia stated that how well a product/service is tailored to their needs and personality always influences their product choice; in the Philippines, this percentage stood at 42%^{^}. With the #HairDNA microsite focusing on the same aspect of consumers’ demands, the company’s investments are in line with consumers’ needs in these countries.”

P&G will analyze consumer data on different parameters to offer them better haircare solutions through #HairDNA, which targets Gen-Z and millennial consumers specifically, who wish to buy products that reflect their personality and see their purchase decisions as a way of expressing themselves. The #HairDNA microsite creates a hair profile for each consumer, with information from them on different parameters including their current hair condition, hair goals, and the hair-related problems faced by them. The interactive platform analyses their responses on all these parameters and provides personalized advice. The platform’s recommendations include an advisory on the product regimen and customized haircare tips.

Neralla concludes: “The initiative underlines P&G’s aim to create a perception among discerning Gen-Z and millennial consumers that the brands they consume understand them and enhance consumer trust. As the product recommendations include conditioners, shampoos, and treatments from brands under the P&G umbrella, the microsite also serves as a marketing tool for the company.”

^GlobalData 2023 Q1 Consumer Survey – Asia & Australasia, published in May 2023