Visual platform created for L’Oréal to identify and categorize non-verbal languages used by Brazilian women to refer to hair and hair procedures.
To map non-verbal languages (gestures) used by Brazilian women to refer to hair (shape, length, thickness, color, volume, etc.) and capillary procedures (nourishing, colouring, flat ironing, etc)
To identify non-verbal language patterns used, considering different consumer profile segmentations, such as:
– Different types of hair,
– Hair procedures;
– Demographic aspects (age, economic class, region, etc.).
Methods & tools
– Video research
– Visual anthropology
– Project scope
– Platform design
– Video analysis
– Contractor selection and management
– Video editor
Analysis of videos of hair product evaluation interviews performed previously at L’Oréal to identify gestures used by the interviewees to refer to hair characteristics and capillary procedures.
Editing videos and creating gifs to allow easy visualisation of gestures.
Creation of an online platform with a collection of gifs categorised by different segmentations, allowing to understand gestures according to a specific theme, demographic or hair profiles.
Online gesture library
X-Ray Study for My Place
Brazilian Lifestyles for Mintel