Estee Lauder has announced a partnership with Google that will allow consumers to receive personalized beauty advice at home. Through Google Assistant on Google Home, users can get skincare solutions and other beauty options using voice-activation.
Coming in December, the platform will allow users to begin by saying "OK Google, can I talk to the Estee Lauder Nighttime Expert" to their Google Home. Then the chat experience will offer skincare routines through a series of questions and answers. After the user gets recommendations, the app will also offer users skincare application techniques if wanted. Finally, the session will end with a referral to a free service at an Estee Lauder counter featuring Estee Lauder's Advanced Night Repair Synchronized Recovery Complex II.
Just last month, Google launched a similar partnership with Walmart. While it does not offer personalized tips, the Walmart activation gave Google Home users access to more than 2 million Walmart products.
First available on the Estee Lauder Nighttime Expert app, the experience will soon be available on mobile, through Google Assistant, in ad units on the Google Display Network and on EsteeLauder.com.
“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,” said Stephane de La Faverie, global brand president, Estee Lauder. “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.”
Google Home launched early 2017 as a link to Google Assistant, giving shoppers the ability to instantly make a purchase with the company's Express shopping service through voice activation.
Estee Lauder plans to add new activations beyond the Nighttime Expert in early 2018.