Estee Lauder has partnered with a creative technology agency to become the first major beauty brand to launch a skincare experience. The program was created through Whatsapp, and allows the brand to help and connect with consumers during the pandemic.
This new innovative experience allows consumers to speak with ‘Liv’, an AI-based chatbox, that helps users build and stick to a personalized skincare regime. Although the focus of the initiative is in the context of the COVID lockdown, Estee Lauder has provided consumers with meaningful and valuable conversations with their customers, and have remained true to their brands’ high touch identity. Through the experience, it has also driven greater conversion through the customization, and will position the brand well as the leader in beauty tech.
BRANDS IN FOCUS
Totem has been steadily following the direct-to-consumer space and we have been taking a look at what strategies brands and companies are taking on. Especially during COVID, many DTC companies have discovered unique approaches to reaching and engaging with customers. Here is one example of a successful approach adopted by a DTC brand.
