TRESemme - From the Runway to Real Life

Shopper + Social Media 2018

TRESEmmé® From The Runway to Real Life

Removing the guesswork for shoppers to choose the right hairstyling product to achieve desired end look at Shoppers Drug Mart™.

Role

Degiital Designer

Company

Mirum Shopper

Clients

TRESemmé®
Shoppers Drug Mart™

What I Did

Research
UX Design
UI Design

Duration

September 2017 - December 2017

The problem

Having too many choices, not enough guidance.

With an overwhelming number of hairstyling products and innovations, shoppers often struggled to find the right product to achieve a particular look. The hair category lacked in-store guidance, making the product perusing difficult and risky.

The solution

Close the gap and guide via Shoppers Drug Mart™ site and social media.

We provided guidance through the Shoppers Drug Mart™ site and social media. Emma could select her hair type (Frizzy, Damaged, or Dry) and view NYFW® videos showcasing how to use TRESemmé® products to achieve specific looks. Local influencers offered content in English and French, helping users connect with the products through relatable, everyday styling solutions.

Crafting a solution around Emma

Although Emma often had a specific brand in mind, she struggles to find the right product to achieve her desired style.

Who is Emma?

Emma Brown

Nourish Juice / Bar Owner

Demographics

Age: 31
Gender: Female
Income: CA$80,000/year
Education: M.D. in Nutrition, University of Ottawa.
Location: Ottawa, Canada

Frustration

"I’m feeling frustrated that achieving my desired look can be a challenge and often takes trial and error"

Emma's goal

I want to become ‘a better me’ constantly striving to learn, improve, and bring out my best.

Shopping

Hair care is a planned purchase for her, and 94% of the time she has a brand in mind before going to the store. Social media is her gateway to learning and staying on-trend. It is how she learns about brands. She craves content, and social media is where she goes for it.  

Trusted brands

Understanding Emma: Habits and Needs

Shopping approach

90% of the time she has a brand in mind

Social media

Is her main source for hairstyling information

Pain point

Very difficult to find products she needs

Personality traits

Stylish, curious and confident

Photo by Allef Vinicius

Connecting Emma to a commerce opportunity

Understanding that Emma’s frustration came from not knowing what products to choose to accomplish a particular hairstyle. We set out to create a digital experience that would be organically tied to the TRESemmé® brand and her go to social influencers.

Putting the idea into a functioning layout

With simplicity as our guiding principle, I designed layouts that offer easy customization and responsiveness, ensuring adaptation across multiple breakpoints.

Feedback

Create a read only version of tutorials, originally it was though that the tutorials where all featured via video, but we found out that influencers also had step-by-step written ones.
Allow users to Download and print these tutorials.

New requirements

House the experience within Shoppers Drug Mart™ website.
Utilize NYFW® visuals in complement of social media influencers.

Adding a design worthy of the Runway

As we started this project all I knew was that we were to use TRESemmé® branding as a source of inspiration we could leverage in order to create the final look and feel of the experience. As the earlier states of discovery were completed, we were informed that we got the go ahead leverage the latest campaign from TRESemmé® and its connection to NYFW®.

Retrospective

Embracing flexibility

Designing simple, adaptable layouts proved crucial when accommodating the French version, which required more space due to language differences.

Lesson learned

I wish I had provided more detailed guidelines to influencers on how to shoot step-by-step images for tutorials. This would have ensured more consistency in the visual assets used across the platform.

Positive impact

TRESemmé® product traffic and checkout frequency increased significantly in the weeks following launch, driven by the synergy between social posts, tutorials, and the ease of adding products to cart.