Estée Lauder and Google collaborate on digital beauty experience
The voice-enabled digital platform offers consumers “unique, in-home beauty experiences,” says the prestige beauty player.
The app is called the ‘Estée Lauder Nighttime Expert, and aims to offer consumers personalized skin care solutions and beauty techniques through voice-activation across Google.
“We are thrilled to collaborate with Google to be at the forefront of creating personalized consumer beauty experiences via the emerging world of voice activation,” said Stephane de La Faverie, Global Brand President, Estée Lauder. “Combining our beauty expertise with Google’s technology allows us to build on our digital evolution and offer the latest innovation to further enhance our consumer experience.”
Digital: attracting younger consumers
The move comes as a bid to attract younger consumers, increasingly digitally-savvy, to the Estée Lauder brand.
“Adding voice experiences will unlock the next level of personalization and help us reach a new generation of consumers,” confirms Tricia Nichols, Vice President, Global Consumer Engagement, Estée Lauder.
“Through our collaboration with Google, we are expanding our Omnichannel efforts to go beyond stores and online to in-home, at the moment.”
The new app will allow consumers to ‘talk’ with the Estée Lauder Nighttime Expert, which will offer personalised skin care routines based on the user’s answers to a series of questions.
According to the brand, this personalised recommendation will be enhanced by asking users if they would like to learn skincare application techniques and linke the consumer to products they can purchase.
The app will be available for the Google Assistant on Google Home this December, says the company. Estée Lauder plans to launch new activations beyond the Estée Lauder Nighttime Expert globally in early 2018.
