P&G is partnering with Lazada to launch a new exclusive interactive microsite, #HairDNA—with the aim to connect with consumers across the ASEAN. The site will recommend personalized haircare solutions.

Lazada is Southeast Asia’s pioneer e-commerce platform, and the launch of #HairDNA marks P&G’s first-ever retailer partnership in the region.

#HairDNA will aim to solve consumers’ biggest hair queries via expert advice from the world’s leading brands, exclusively on Lazada. The site will increase interaction with consumers while driving demand for its premium beauty segment, P&G says.

Ajit Nayak, Senior Vice President APAC, Haircare, P&G, said, “P&G is proud to partner with Lazada in launching #HairDNA, delivering personalized haircare solutions, cementing our commitment to driving category growth and delivering the best possible haircare experience.” 

Moran Lucy, Senior Director for e-Commerce sales Asia Pacific, Middle East, and Africa at P&G, adds, “With #HairDNA, we are step-changing the way Lazada shoppers can find the right haircare products that suit each of their personalised hair types. This is the first of many partnerships with Lazada that we will embark on together to deliver a great shopping experience for our shoppers.”

#HairDNA will prompt shoppers to share three important details about their “Hair Profile” – current condition of hair, their hair goals, and the hair-related problems they are facing. The interactive platform will then analyze the responses and offer customized advice, including tailored haircare tips and recommendations on the product regimen comprising shampoos, conditioners, as well as treatments from brands under the P&G ambit. Currently, these include Head & Shoulders, Pantene, Herbal Essences, and Rejoice which are available on Lazada via P&G’s official LazMall flagship store.

P&G has kick-started its #HairDNA microsite in Indonesia. The microsite is set to be rolled out in the Philippines in June and across the rest of the ASEAN markets by July.