Hair diagnosis quiz converted 60% of users into sign-ups
Problem
Kérastase needed rich customer data for its customer relationship management (CRM). Classic sign-up forms offered users nothing in return.
Action
Launched a five-step diagnosis built on a clear value exchange. A personalised routine in two minutes, for an email and a self-declared profile.
Impact
60% of users completed sign-up. Each contact arrived with a full preference profile — first-party data, collected with consent, ready for CRM.
60%sign-up conversion from the diagnosis5data dimensions captured per profile
Ranking concerns, the resulting profile, and the routine delivered in exchange for an email.
How it worked
The profile captures hair type, concerns ranked by priority, habits, and environment.
Users rank up to three concerns, so the first choice carries the most weight.
Still live in production across markets, five years after launch.
In depth
The design principle was one metric. The goal was consented data collection, not purchase. Every screen either delivered diagnosis value or moved toward the value exchange.
The ranked-concern step matters most: it captures priority, not just preference, which is what makes the data activable downstream.
