Trading on the influence of social media to ramp up its beauty proposition, UK supermarket chain Tesco has partnered with a set of British beauty bloggers to offer free online consultations via instant messaging and video-chat platform, Google+ Hangouts.
Dubbed 'Tesco Beauty Hub' and commandeering the hashtag #TescoBeautySessions, the initiative sits inside the Tesco Living website – a lifestyle-focused spin-off from the brand's main website. Consumers can book one-on-one sessions for 15-20 minutes at a time with make-up, skincare and hair experts, including Hayley Carr of award-winning site London Beauty Queen, and Brighton-based fashion, beauty and lifestyle blogger Jayne Robinson of Jayne Kitsch.
To use the service, consumers select a blogger via the website (consultations can be booked up to a week in advance), entering basic personal details and notes on a favoured topic of discussion in order to tailor the experience. After booking, they are sent an e-mail confirming their appointment, with a link directing them to the Google+ Hangout for their live video chat.
Extending the service, post-chat, users receive an e-mail from their beauty expert with links to recommended products from Tesco's beauty and cosmetics range, accompanied by reviews and additional information.
The concept was devised in partnership with UK digital agency Zone.
For more on how retailers are harnessing the power and influence of bloggers, see Brands & Bloggers, The Social Sell within our Anywhere Retailing Industry Trend, New Brand Ambassadors, YouTube's Beauty Advocates, Retail Beauty Trends 2014 and Selling Beauty Online. See also Beauty Blogs, part of our Best of the Blogs series.
For more on the wider value of embracing health, wellness and beauty (including the relevance to brands not traditionally associated with the sector), see Wellness Retailing.