After undergoing 2 rounds of packaging and formula changes in a short period of time, Pantene recognized that their loyal consumers may be confused by which product was right for them. A conversion tool was built around the insight that consistent product purchases for this brand were driven by bottle visuals as opposed to product name. Users have the ability to narrow down to their old product by selecting product type, collection, and hair type - all while being guided or reassured of their selection by a visual representation of their bottle at every step.
Once a product is selected, the user receives a results page informing them if their product has changed or stayed the same. For changing products, a quick messaging of why the change is occurring can help the user feel confident that their product is still the one they love.