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 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.
Industry
Cosmetics manufacturing and wholesale
Scale
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Background
Securing precise analytical data to realize ultra-personalized care for the new ‘System Professional’ line, while improving usability optimized for the global market.
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.
“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.”
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 LŪMIA solution; it demanded localization for global salon environments and an intuitive UX that busy hair designers could use instantly.
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.
Key Application Features
Three major enhancements were developed to align System Professional with LŪMIA’s AI diagnostic capabilities:
Integration of the ‘System Professional’ Matching Algorithm
- ■Data for Wella’s new lineup was seamlessly integrated into the LŪMIA 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.
- ■Enables expert-level prescriptions without the need for extensive product training.
UI/UX Localization for Global Markets
- ■All in-app guide images and tutorial models were replaced to meet global service standards.
- ■Imagery transitioned from original models to global models representing Western and diverse ethnic backgrounds.
- ■Eliminates cultural alienation for international users and unifies the brand’s global identity.
Introduction of ‘Sequential’ Capture Guides
- ■Improved the previous capture method by introducing a step-by-step ‘Sequential Capture Mode.’
- ■Guides provide instructions on specific areas and order of diagnosis.
- ■Users simply follow on-screen instructions, minimizing operational burden and ensuring consistency of diagnostic data.
Lowering Entry Barriers, Elevating Consultation Quality
The enhanced system delivered measurable impact across all key metrics:
Increased On-site Usability and Adoption Rate
- Simplifying the complex shooting process into step-by-step format allows even unfamiliar designers to use the tool immediately without separate training.
- Drastically lowered the barrier to adopting the solution.
Driving Higher Average Transaction Value (ATV)
- Scientific AI diagnostic data enhances customer persuasiveness.
- High-end ‘System Professional’ product recommendations naturally drive an increase in average transaction value.
Establishing a Global Standard of Service
- Localization efforts, including updated model imagery, lay the foundation for a consistent premium brand experience.
- Enables Wella to deliver the same high-quality service in salons across any country worldwide.