Launching this December, users will be able to talk to the Google Assistant to access an Estée Lauder personalized beauty experience, with the first experience to roll out named “Estée Lauder Nighttime Expert”. Users are encouraged to ask their Google Assistant to ‘talk’ to the Lauder’ Nighttime Expert, which will then roll out a night time skin care routine through a series of questions and answers.
Once users have completed their Q&A, they will then be directed to an in-store Lauder counter, where they will be able to have a free service using the brand’s hero serum, Advanced Night Repair Synchronized Recovery Complex II.
Stephane de La Faverie, Global Brand President, Estée Lauder, said, “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. 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.”
It is thought to be one of the first times a beauty company has harnessed such technology, with the app featuring on mobile, ad units on the Google Display Network, and on esteelauder.com, with future in-home beauty experiences from the company said to be launched in early 2018.
Tricia Nichols, Vice President, Global Consumer Engagement, Estée Lauder, said of the development, “Adding voice experiences will unlock the next level of personalization 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.”