Procter & Gamble Co. is launching a sort of online personality test called HairCode. It aims to match people to its roughly 120 products by hair type, and to connect those types to each other on social networks. (So people with fine, wavy hair, say, can share things like styling tips.)
The site gets a media push in North America starting this week on Facebook and Instagram.
HairCode illustrates how P&G is trying to do more of its marketing faster, with precision targeting based on first-party datalike the direct-to-consumer marketers that are now making inroads into its categories.