The fashion industry has been marketing clothing, accessories or makeup as key elements of aesthetic construction for years, but until now hair had remained outside the transactional logic of e-commerce. That is precisely what “Add the Look” proposes, the new initiative developed by Ogilvy Colombia for eGo, Unilever’s hair care brand, together with the Colombian fashion brand Cloud.
The proposal introduces a new category within the online shopping experience: allowing consumers to add a haircut or hairstyle to their cart while shopping for clothing. Thus, hair stops presenting itself solely as part of the universe beauty to integrate as a central element in the construction of style and personal expression.
The mechanics have been implemented on the Cloud e-commerce platform. While browsing the garments and selecting their products, users can also add a hairstyle associated with the chosen look, which appears as an additional line within the shopping cart. Subsequently, they can physically materialize it at Barber Brother, a barbershop chain linked to the initiative.
The campaign is based on the idea that, although fashion brands have historically expanded their territory towards accessories, cosmetics or lifestyle, hair – one of the most defining features of personal image – had barely been integrated into the digital shopping experience. “We realized that a hairstyle is not just an accessory: it is what brings together a complete look”explained Gastón Potasz, Chief Creative Officer at Ogilvy Andina. “In a single day we doubled the average Cloud ticket. People understood the concept, bought their haircut and then came to live the experience in the real world. More than a creative idea, we built a new e-commerce format.”
From Unilever, the campaign also responds to a strategic repositioning of eGo within the territory of style and self-expression. “eGo’s vision has always been to empower people through their personal style”said Santiago Quevedo, Marketing Director at Unilever Colombia. “With ‘Add the Look’ we take hair to another level: it stops being simply part of beauty and becomes a central element of fashion and personal identity in the digital world.”
For her part, Natalia León Martínez, Local Hair & Jewels Marketing Manager for Unilever Andina, has stressed that the initiative seeks to transfer the positioning of the product to the creative field. “eGo Vitamin Care is one of the most important products in the Unilever portfolio. Its alcohol-free formula with a vitamin complex cares for the hair while providing hold and fragrance. A product like this needed an equally bold idea.”
