Described as a ‘conversational lipstick advisor’, the chatbox speaks to the user in the messaging app, offering advice that, in theory, feels personal and responsive.
The launch comes in partnership with augmented reality tech developer ModiFace. Using the chatbot, consumers are able to do the following:
Search for and virtually try-on Estée Lauder's full assortment of lip shades, each individually shade-matched by ModiFace to realistically represent the actual product.
Take a quiz that provides personalized shade recommendations based on the user's ideal color and finish preferences. Recommended shades can then be virtually tried-on and purchased.
Perform a unique search-by-color capability that allows shoppers to search for lipsticks by taking a photo of any object.
It’s the latest in a string of launches and partnerships from major beauty brands with augmented reality tech companies, confirming that the platform and its capabilities are now seen as a must-have in the consumer marketing and retail journey.
Fellow major beauty giant L’Oréal has confirmed that it too is investing in augmented reality, with Lubomira Rochet recently speaking of how omnichannel services are increasingly expected by today’s digitally-savvy consumers.
“Virtual make up, livestreaming, augmented reality shopping are key features in a modern beauty journey that mixes online and offline. These services delight our consumers and increase conversion rates for our brands,” said the Chief Digital Officer.
Estée Lauder: committed to tech
In a statement on the partnership, Estée Lauder confirms that this omnichannel approach is central to the brand.
"One of the key pillars of our partnership with ModiFace is the application of Augmented Reality and AI across all platforms where customers interact with our brand," said Stephane de La Faverie, Global Brand President, Estée Lauder. "Messaging applications such as Facebook Messenger are the perfect platform for consumers to search, explore, try-on, and ideally purchase Estée Lauder products."
ModiFace confirmed the idea that augmented reality now forms a key part of communicative omnichannel beauty campaigns.
“We see Augmented Reality as an essential layer of interaction between beauty customers and brands. Estée Lauder is among the leaders in embracing the notion of AR being used everywhere," said Parham Aarabi, Founder and CEO, ModiFace.