Ogilvy Colombia and Unilever's eGo are rewriting the rules of e-commerce with "Add the Look," a strategic partnership with Cloud, the acclaimed Colombian design brand, that does something no one had done before: lets shoppers add a haircut or hairstyle to their cart while buying clothes. For decades, the fashion industry has claimed all kinds of elements to represent its brands: garments, accessories, even body parts. But hair — one of the most defining features of personal image — had never been directly woven into the online shopping experience. "Add the Look" steps into that space with an powerful idea. While browsing Cloud's e-commerce platform and picking out clothes, users can now select and purchase a haircut or style that completes their outfit.