Background: AccuWeather Inc. is an American media company that provides commercial weather forecasting services worldwide. They are one of America’s most popular weather apps, with over 100m downloads on the Google Play store alone.
Task: Develop a creative, data-driven idea to position AccuWeather as the go-to weather app. The concept should leverage data in an innovative way, which could include weather data from AccuWeather, or explore other sources like social media trends or sales data. The goal is to use this data to bring a compelling and impactful idea to life, rather than just presenting statistics.
Insight: Curls change with the weather, requiring moisture and hydration retention to stay well-defined. As dew points shift with the seasons, curly hair routines must be adjusted accordingly, similar to clothing choices. What works for hair in winter may not be effective in summer. Dew points are accurate measurements of the moisture in the air, indicating how moist or dry it is. For choosing hair products, one should check dew points in their weather app, as curls are naturally attracted to moisture.
The Curl Report
Curly hair is particularly sensitive to various environmental conditions which can significantly affect its texture frizz and overall health conditions.
The "Curl Day Score" (CDS) is an equation to predict how well curly hair will behave based on environmental conditions data. By including factors such as humidity, temperature, wind speed, rain, sun exposure, pollution levels, and altitude, the CDS provides a numerical value specifying hair behavior. (The score is based from 0 - 100)
The CDS (Curl Day Score)
Lower scores signify bad curl days (more frizz and dryness), while higher scores represent good curl days (well-defined and manageable curls). This personalized approach allows individuals to adjust their hair care routines according to daily environmental conditions, improving hair health and appearance.
Christina’s Weather Condition
Humidity (H) = 70%
Temperature (T) = 25°C
Wind speed (W) = 10 km/h
Rain (R) = 0
Sun exposure (S) = 8 hours
Pollution level (P) = 5
Indoor humidity (I) = 40%
Altitude (A) = 500 meters
In this example , the CDS calculated the score of 83.8. This equates to High Curl Day Score.
Christina will view the hair routine and follow along guide to learn how to maintain her hair and recommendation personalized hair products.
The Curl Day Score (CDS) can revolutionize the way we approach hair care by offering personalized product recommendations based on daily environmental conditions. For example, on low CDS days, the system might recommend anti-frizz serums, deep conditioners, and leave-in moisturizers to combat dryness and frizz. On high CDS days, lighter styling products like curl-enhancing mousses and gels could be promoted.
This data-driven approach not only enhances customer satisfaction by providing personalized solutions but also creates a powerful marketing tool. By integrating CDS-based product recommendations, brands can target consumers with relevant products, boosting engagement and sales. This personalized experience can lead to higher conversion rates and foster brand loyalty by addressing the unique needs of individuals with curly hair.