Estée Lauder, the New York-based company is fully embracing technology with a new launch in collaboration with the Google Assistant on Google Home. The beauty brand has announced that beginning in December the “Estée Lauder Nighttime Expert” app will be available to offer personalized skincare solutions and beauty techniques through a voice-activated system on the device.
“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,” Stephane de La Faverie, global brand president, Estée Lauder said. “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.”
The “Estée Lauder Nighttime Expert” app can be accessed by users saying to their Assistant on the Google Home devices, “Ok Google, can I talk to the Estée Lauder Nighttime Expert.” From there, a chat experience commences where users must go through a series of questions and answers. Once that step is complete, a personalized recommendation will be given which can be enhanced by users getting the option to learn skincare application techniques. Consumers also then will be referred to a free service featuring the brand’s hero serum the Advanced Night Repair Synchronized Recovery Complex II, available at an Estée Lauder counter.
“Adding voice experiences will unlock the next level of personalization and help us reach a new generation of consumers,” Tricia Nichols, Vice President, Global Consumer Engagement, Estée Lauder said. “Through our collaboration with Google, we are expanding our Omnichannel efforts to go beyond stores and online to in-home, at the moment.”
Google Home will launch the "Estée Lauder Nighttime Expert" on the assistant feature beginning in December with the beauty company looking to launch new activations globally in 2018.