MASAMI helps shoppers build complete haircare routines through ingredient education

公司简介

MASAMI is a premium clean haircare brand built around Mekabu, an ocean botanical sourced from northeastern Japan. Its salon-quality, vegan formulas are designed to deliver weightless hydration across hair types and textures. The collection includes Mekabu Hydrating Shampoo, Conditioner, Styling Cream, and Shine Serum, as well as travel sizes, refill options, bundles, and haircare accessories.

挑战

Mekabu gives MASAMI a distinctive story, but it also introduces a layer of education. Many first-time visitors have never heard of the ingredient. Before buying, they want to know what it does, whether hydration will weigh their hair down, how the formulas suit their texture, and which products belong in their routine.

That creates a second challenge: the best answer is rarely one-size-fits-all. A shopper managing dryness and frizz may need a different starting point from someone focused on shine, styling, travel, or an easy everyday routine. Product pages can explain each item, but shoppers still have to connect those details across the collection. Without guidance, they may buy only the most familiar product — or postpone the decision entirely.

MASAMI needed a way to translate a rich ingredient and product story into practical, personalized advice at the moment a shopper was deciding what to buy.

An unfamiliar ingredient stays a barrier until someone explains what it does for your hair.

解决方案

MASAMI added BuyScout to bring a one-to-one hair consultation into the storefront. BuyScout draws from the brand's approved product descriptions, ingredient education, frequently asked questions, usage guidance, and store policies to provide consistent answers in real time.

The conversation begins with the shopper, not the catalog. BuyScout can ask about hair texture, dryness, frizz, whether their hair is color-treated, wash frequency, and styling habits. It then recommends a focused routine — such as shampoo and conditioner for the foundation, followed by styling cream or shine serum when those products support the goal.

Just as importantly, BuyScout explains the reasoning. It can introduce Mekabu in plain language, describe MASAMI's approach to weightless hydration, explain how to use products in sequence, and distinguish between a full routine and a simpler place to start. For returning shoppers, it can also surface practical options such as refills, travel sizes, accessories, or bundles when relevant.

Because answers stay grounded in MASAMI's published materials, shoppers receive helpful education without unsupported beauty claims or generic advice.

助理负责的工作

• Asks about texture, dryness, frizz, color treatment, and wash frequency
• Recommends a focused routine rather than a single product
• Introduces Mekabu and weightless hydration in plain language
• Surfaces refills, travel sizes, and bundles for returning shoppers

成效

The consultation format helped shoppers move from curiosity about Mekabu to a routine they could understand and use. Multi-product attachment following a BuyScout consultation increased by 23%, and average order value for assisted orders rose by 16%.

BuyScout also resolved approximately 62% of routine and product questions without staff follow-up, reducing the need for shoppers to search across product pages or wait for support. The benefit was not simply a larger basket: shoppers reached checkout with a clearer understanding of what each product was for and how the pieces worked together.