Consumers who need help coloring their hair at home can now receive guidance from the Google Assistant by using the newly launched Clairol Color Expert. This will be the first at-home hair color Action developed for the voice activated system, which is designed to help consumers with the entire hair color process, including finding the right shade at the shelf, applying color, and aftercare at home.

Fred Gerantabee, Coty’s Vice President, Digital Innovation noted that consumers don’t just see value in products, but with the expertise and service that comes with it. The step-by-step guide, therefore, is an important advancement for the at home hair color category where consumers may face some trial and error issues due to lack of assistance.

“We worked with Google, who helped us identify insights around known category challenges combined with how (and where) beauty consumers are using voice assistants. By delivering Clairol expertise through the unique Google Assistant ecosystem we are able to transform the at home hair color experience and truly help Clairol consumers feel confident that they will get better results with a lifeline and expert at every step of their journey.”

The Clairol Color Expert builds on Coty’s digital innovation strategy, which focuses on consumer-first and category level solutions to consumer problems by utilizing emerging technology and new platforms. The feature was built by Beamly, Coty’s in house MarTech agency, and Voxly Digital, a leading Voice developer, and is easily accessible when consumers say, “Hey Google, talk to Clairol.” The tool will work on all devices that have Google Assistants, such as smartphones and smart speakers.