A dermatologist-founded haircare brand used Tangent's AI-powered hair quiz to match shoppers with sensitivity-aware routines, achieving a 56.7% AOV uplift on recommended orders and a 65% quiz completion rate.
SEEN is a dermatologist-founded haircare brand created by Dr. Iris Rubin, a Harvard-trained dermatologist, and co-founder Gregory Maged. Every product is formulated without parabens, phthalates, sulfates, silicones, dyes, mineral oils or fragrance, earning recognition from the National Eczema Association and SkinSAFE.
With a range built around sensitive scalps, SEEN needed a fast way to match shoppers to the right routine without a dermatologist in the room.
Translating SEEN's dermatologist-led product expertise into a self-serve shopping experience surfaced several challenges at once.
Shoppers arriving at the storefront had no guided way to translate ingredient lists and formulations into the right routine for their scalp.
Scalp sensitivity and skin reactivity vary widely from person to person, making a one-size-fits-all product page a poor fit.
First-time visitors needed a quick, trustworthy way into the range without reading through every ingredient label themselves.
The brand needed to bring more of its dermatologist-led product expertise into the online shopping experience, at scale.
The SEEN hair quiz experience, powered by Tangent AI
Tangent deployed an AI-powered hair quiz on SEEN's storefront, translating each shopper's hair type and sensitivity into a matched, sensitivity-aware routine.
Guided questions capture scalp sensitivity and hair type, then match shoppers to formulations aligned with their stated sensitivity needs.
Results turn quiz answers into a tailored product set, bringing SEEN's product expertise into a guided shopping experience.
New visitors get a fast, guided path into the range, building trust before their first purchase.
Quiz responses feed a personalized post-quiz email flow, so follow-up messaging speaks to each shopper's specific routine.
Completion, recommendation adoption and order value tracked in one view, so the team can see exactly what the quiz contributes.
Personalized sensitivity-aware recommendations on SEEN, powered by Tangent AI
Strong Quiz Engagement
Shoppers stuck with the quiz through to the end, most were new to the brand, and following their match paid off.
Personalization That Keeps Working
Quiz results power a personalized email flow that keeps shoppers engaged well after checkout, with revenue per recipient that outperforms SEEN's abandoned cart flow.
The quiz brings SEEN's dermatologist-led product philosophy into a guided digital experience, matching hair type and sensitivity needs to a personalized routine in a few questions. The result is overwhelmingly first-time customers, higher order value when shoppers follow their match, and a personalized email flow that keeps the relationship going after the quiz ends.
