At Pravana, Mobi Tags were key in launching the new Perfection hair smoothing system. “Stylists aren’t carrying around laptops and DVD players,” says Marketing Director Bethany Kirschner. “They work off smartphones. So we made it easy for them by applying this technology to our packaging and magazine ads. Just scan it on your phone, and the educational video will pop up. It’s a clean way to deliver information that stylists really need.”
The company already had been using Mobi Tags in ads to instantly take stylists to a site that connects them with stores carrying Pravana products. “Someone in Wichita takes a pic of the code with her phone, which works with the phone’s geolocation device to identify the closest store and provide a phone number,” explains company founder Steve Goddard.
This is the “window to the future,” Goddard predicts. “The best thing about this technology is that it’s fluid communication,” he says. “We could have a QR code on a bottle of Twist Fiber Paste that links consumers to a video about how that product can be cocktailed with different Pravana products for different results. But then we could change that link to run a contest inviting people to send in images using the product. These tags let you keep the message timely and relevant.”