How Function of Beauty used customer data to launch a new shampoo

Direct-to-consumer hair care brand Function of Beauty is launching its first product -- a purple shampoo to combat brassiness in blonde hair -- since the company began in 2015, and is touting it as a testament to deep insights it is able to gather from its highly specific customer data. To date, the company has seen nearly 6 million unique website visitors and over 5 million quiz takers.