A UK curl-care pioneer used Tangent's AI-powered curl quiz to guide shoppers to their curl type, achieving an 18.5% AOV uplift on recommended orders and an 83% quiz completion rate.
Umberto Giannini is a UK curl-care pioneer, salon-born in the early 2000s with its original Curl Jelly. The brand built its identity around #Curlyknowscurly, championing every curl type from loose waves to tight coils with a vegan, cruelty-free range backed by B-Corp certification.
With curl types spanning 2A to 4C, Umberto Giannini needed a way to guide shoppers to the right products for their specific curl pattern at scale, without a salon consultation to lean on.
Guiding shoppers across the full curl spectrum to the right products, at scale, surfaced several challenges at once.
Curl types ranging from 2A to 4C each call for different formulations. Shoppers had no easy way to identify where they fell on that spectrum.
In a physical salon, a stylist reads a customer's curl pattern in seconds. Online, that expert guidance was missing entirely.
First-time visitors needed a fast, confident way into the range without prior knowledge of which products suited their curls.
The brand needed structured, first-party insight into each shopper's curl type to personalize marketing beyond the first purchase.
The Umberto Giannini curl quiz experience, powered by Tangent AI
Tangent deployed an AI-powered curl quiz on Umberto Giannini's storefront, translating each shopper's curl type and goals into a matched set of products.
Guided questions identify each shopper's curl pattern, from 2A waves to 4C coils, and match it to the right formulation.
Results translate curl type and goals into a tailored product set, replacing guesswork with a clear starting point.
New visitors get a fast, guided path into the range, standing in for the salon consultation they'd otherwise be missing.
Quiz responses feed a personalized post-quiz email flow, so follow-up messaging speaks to each shopper's curl type.
Completion, recommendation adoption and order value tracked in one view, so the team can see exactly what the quiz contributes.
AI-powered curl type diagnosis and hair profile, powered by Tangent AI
Personalized hair care recommendations on Umberto Giannini, powered by Tangent AI
Acquisition at Scale
The quiz became a meaningful share of the storefront, bringing in shoppers who convert.
Personalization That Pays Off
Shoppers who followed their curl match spent more and drove the bulk of quiz revenue.
The quiz stands in for the salon consultation Umberto Giannini's online shoppers were missing. It reads a shopper's curl type in a few guided questions, then hands them a set of products built for that exact pattern. The result is a channel that now accounts for a meaningful share of store orders, brings in overwhelmingly first-time customers, and lifts order value whenever shoppers follow their match.
