Estée Lauder x Google: Voice-Activated Beauty
This month, Estée Lauder is launching a new venture that will feed personalised beauty advice to consumers via Google Assistant on the voice-activated Google Home device, showcasing an interesting new retail and consumer engagement model.
The Estée Lauder Nighttime Expert app will offer a chat-based experience to establish a bespoke evening skincare routine through a series of questions and answers. It ends by encouraging users to try the Advanced Night Repair Synchronized Recovery Complex II serum for free at an Estée Lauder counter.
Offering 24/7 tailored assistance at home while simultaneously driving consumers in-store, the platform could be adopted successfully by wider beauty retailers, such as Sephora. Bespoke beauty concepts are known to work best when online and offline experiences are combined – see Decoded Beauty: Engaging Beauty Consumers and Bespoke Beauty: New Retail Strategies for more.
In a similar move, Amazon is partnering with mass-market derma brand Eucerin, helping consumers find the right product for problematic skin using its voice-activated Alexa home assistant.
Beauty brands that capitalised on personalisation in 2015 alone saw double to triple-digit growth, contributing to a 3.8% increase in sales of cosmetics and toiletries (Kline, 2016). For more on the importance of personalisation, customisation and diagnostic offerings in this industry, see Future Beauty: Perfecting Bespoke.