As brands move to create ever broader omni-channel experiences for consumers, digital innovations like the Let’s Get Ready skill for Amazon Echo Show will become commonplace. The Amazon Echo Show is the version of the Echo voice-service device with a visual interface.
Coty will first launch its assistant tool for Amazon Echo Show in the UK, and then roll it out for all other Echo devices.
“Digital innovation with a focus on voice and virtual assistants is a key part of our digital strategy as we aim to bring consumers frictionless beauty experiences,” Jason Forbes, Coty’s chief digital and media officer, says in a press release announcing the new tech.
“We’re thrilled to be leading the market with the introduction of a visual beauty skill in the UK, inspiring consumers to both hear and see new beauty looks as well as step-by-step tutorials. Further, this skill allows us to deliver an authentic and personalized experience for beauty enthusiasts that happens near real time, delivering customized looks in the context of a person’s lifestyle and personal attributes.”
Digital as personal
Coty’s new skill has substantial consumer trend data behind it and will help consumers choose the right makeup and hair look for the right event. As the company’s press release explains, it “combines Coty’s focus on voice-driven beauty services with visuals, which are critical in beauty. Let’s Get Ready brings on demand, occasion-based look planning fine-tuned by personal attributes such as hair, eye and skin color.”
The beauty assistant can serve up some 2,000+ different looks and the how-to’s that will help consumers create the right look. The skill also, of course, is shopable and will recommend items from Coty brands like Clairol, Rimmel, Max Factor, Bourjois, and Sally Hansen that can be added to a user's Alexa shoppling list.
“Our Consumer Beauty brands...are all about helping consumers express ‘your beauty, your way’,” stresses Nick Sedgwick, general manager of Coty consumer beauty in the UK and Ireland.
“Collaborating with Amazon for the Let’s Get Ready skill is a perfect way to enable self-expression tailored for each individual with an emphasis on physical characteristics, personal style, trend preferences and specific events.”
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.