One guided quiz across the UK, US and Australia, turning routine building into a single on-brand experience that lifts order value and wins first-time customers.
Olaplex is a professional-grade haircare brand built on patented bond-building technology, sold direct to consumer and through retail in more than 100 countries.
As the brand scaled its owned storefronts across the UK, US and Australia, personalization became an opportunity to guide shoppers through a technical, results-driven range and land each one on the right routine, without a stylist in the room.
Rolling out guided discovery across three markets surfaced several problems at the same time.
Shoppers arriving cold had to self-diagnose hair type, damage level and goals across a results-driven catalog, with no stylist to point them toward the right regimen.
Each storefront needed the same guided logic and on-brand feel while respecting local catalogs, so the experience could not fork into three disconnected quizzes.
Customers needed structured, buildable routines to translate their results into a daily practice, rather than a flat list of individual products.
Without a unified view across markets, it was difficult to tell whether guided discovery was moving order value and acquisition, or simply adding a step.
Olaplex's guided hair quiz entry point, powered by Tangent AI
Tangent deployed a single guided quiz across all three storefronts, mapping every answer to a structured routine and a personalized set of recommendations.
One quiz framework deployed across the UK, US and AU storefronts, keeping logic and brand experience consistent while adapting to each market's catalog.
Every combination of hair type, concern and goal maps to a clear, buildable regimen, so shoppers leave with a routine rather than a list of products.
Quiz answers drive a tailored product set for each shopper, surfacing the right bond-building steps in the right order.
Results pages educate as they guide, turning quiz answers into a routine each shopper can understand and act on with confidence.
Quiz engagement, recommendation adoption and order value tracked consistently across all three markets in a single view.
An Outsized Contribution Across Three Markets
Quiz-driven orders are a small slice of total volume, yet they pull well above their weight on revenue, carrying a materially higher AOV than the store as a whole.
Personalization That Lifts Every Order
When shoppers act on their recommendations, order value climbs, and the quiz consistently brings new customers into the brand rather than re-serving existing ones.
Guided discovery does not just add a step, it changes the economics of the order. A shopper who completes the quiz and follows their recommendations spends more, is far more likely to be new to the brand, and contributes revenue out of proportion to their share of orders. Deployed once and running across the UK, US and Australia, Tangent turned personalized routine building into one of Olaplex's most valuable paths to purchase.
