DUSCHGEDANKEN GERMANY

First place and Audience Choice winner





Guhl Germany is a hair care brand that is primarily used by primarily women but also men ages 35 years +

Guhl is only accessible brick and mortar in germany and on third party sites.

internal explorations:

︎︎︎ webpage presents “how-tos” on products making it informative but less interactive

︎︎︎ sign up required for informative Newsletter with options to customize based on type of hair and colour.

︎︎︎ ongoing product campaign that allows for customizing product package. (#LoveSpeech)

schwarzkopf

presence of community on their e-shop. the website does not mention it entirely but it is linked on their Instagram.

the benefit of being a part of the community includes:
exciting product tests event offers.

membership is required Inclusive and diverse products.

garnier

does not clearly state the presence of community but has a whatsapp
e-consultation line and virtual test for the right hair color and to get personal skin analysis.

uses qr code in addition to innovation ai solution for skin analysis and uses the upload of photos or trying live online with their virtual try on tool.

head and shoulders

no mention of community but instagram page has a general page for p&g products where
information is shared for customers.

lists out practical articles (how-tos) on products.

accessibility & the future of mobility:

public transportation has generated the oppurtunity for “lost time”; time that can be filled or remedied by a task

︎︎︎users can scan qr code that will be on all campaign material throughout public transport stations to fill the lost time in commute

social mission:

as a digital currency, minutes spent on the website can be measured as virtual “shower time”

average shower ︎︎︎ ~8 min
average shampoo use ︎︎︎ 30ml
average shampoo bottle size ︎︎︎ 250ml

64 minutes of showering ︎︎︎ a full shampoo bottle is used

welcoming interjection

︎︎︎when the qr code is scanned, the users are asked a mindfulness question and therefore are filtered: more serious users proceed and people uninterested are likely to skip

︎︎︎also acts as a reminder to be grateful and mindful

articles and features:

︎︎︎ articles on hair care, self care, and self love where “likes” are minutes spent on the article

︎︎︎ privacy feature to make comments and interact anonymously

︎︎︎click the green drop
to fully enjoy this experience, type “familie” when the keyboard is opened