Dive Brief:
- Estée Lauder has launched a chatbot-aided campaign
on Facebook Messenger to promote its Double Wear Foundation range,
according to a report in CEW Beauty Insider. The campaign started
Monday and is limited to the U.S.
- On Facebook Messenger, Estée Lauder uses a chatbot
to guide makeup wearers through a series of questions to help them
identify the Double Wear Foundation shade that matches their skin tone and
formula preferences, learn how to apply it via an embedded video, read
reviews and buy the product.
- The Double Wear Foundation initiative isn’t Estée
Lauder’s first on Facebook Messenger to connect with consumers. Over the
holidays, the cosmetics brand harnessed the platform to allow shoppers to order gifts delivered throughout London in an hour
or less. The endeavor was tied to a pop-up store in the
city.
Dive Insight:
Estée Lauder is the latest brand to take to Facebook
Messenger armed with a chatbot to assist consumers. Brands are sorting
through how best to present themselves to Facebook Messenger users, a group
totaling more than 1 billion people globally, and potentially drive sales on
the platform or to stores. The beauty industry has hopped onto Facebook
Messenger to chase millennials, many of whom have abandoned brick-and-mortar
retailers, notably department stores, and turned to digital resources for
beauty advice. Hair color brand Madison Reed released a Facebook
Messenger chatbot that
recognizes a women’s hair color and suggests a hair dye to match.
At a Facebook event for beauty marketers, Karin Tracy,
the U.S. head of industry, beauty, for Facebook and Instagram, pitched Facebook
Messenger as a vehicle for direct consumer contact on a massive stage. As
reported by CEW Beauty Insider, she said, “It helps create a one-on-one
experience at a time when people think that nobody can get personal, but this
creates a personal experience where they are ‘speaking’ with the brand.”
Foundation is an ideal product for personal touch
delivered expansively. It’s commonly purchased, but dogged by complaints that
women have difficulty selecting shades suiting their individual skin tones.
Brands may also consider Facebook Messenger an advantageous platform to learn
about customers and how they respond to marketing in a messaging environment.
But Facebook Messenger chatbots have their limitations
for brands and users. A State of the Chatbots report by Forrester revealed
AI-driven chatbots aren’t
very effective and cause frustration. They can't replicate the complexities of
human conversations — at least not yet. Estée Lauder’s Double Wear
Foundation chatbot demonstrates the current confinements of the chatbot realm.
While perfectly capable of handling its programmed commands regarding
foundation finish, shade and undertone, it couldn’t answer basic questions
beyond those delineated areas. A question about stores Double Wear Foundation
is available to buy at prompted the response, “I’m sorry I didn’t understand.
I’m just a Bot.”
#MobileMarketing #Application #G8appz
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