Estée Lauder is partnering with Google to offer consumers in-home beauty experiences via Google Assistant on Google Home.
The collaboration, a first-of-its-kind for the Estée Lauder brand, will offer personalised skincare solutions and beauty techniques through voice-activation across Google.
The first initiative, launching in December, is the ‘Estée Lauder Nighttime Expert’ app. To try it out, users can say to their Assistant on Google Home: “Ok Google, can I talk to the Estée Lauder Nighttime Expert”. The chat experience will offer consumers personalised night time skincare routines through a series of questions and answers. The personalised recommendation will be enhanced by asking users if they would like to learn skincare application techniques. Once complete, the ‘Estée Lauder Nighttime Expert’ will refer users to a free service featuring the brand’s ‘hero’ serum, Advanced Night Repair Synchronized Recovery Complex II, at an Estée Lauder counter.
Estée Lauder said it plans to launch new activations beyond the Estée Lauder Nighttime Expert globally in early 2018.
Estée Lauder Global Brand President Stephane de La Faverie said: “We are thrilled to collaborate with Google to be at the forefront of creating personalised consumer beauty experiences via the emerging world of voice activation. 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.”
Estée Lauder Vice President Global Consumer Engagement Tricia Nichols commented: “Adding voice experiences will unlock the next level of personalisation and help us reach a new generation of consumers. Through our collaboration with Google, we are expanding our omnichannel efforts to go beyond stores and online to in-home, at the moment.”
