Beauty brand Estée Lauder Companies is set to launch on the Facebook Messenger service to create a promotion which allows consumers to choose an instant courier to delivery their beauty gifts in 60 minutes across London.
The first of its kind in the UK, the mobile service will launch alongside a Christmas pop up shop in London, with the messenger bot said to use artificial intelligence to communicate with consumers.
The move is the latest in a line of shrewd digital advancements from the company as it strives to boost falling sales as a result of having a dated image.
Chris Good, President of Estée Lauder, told the Telegraphy, “Today’s changing consumer behaviours mean that we have to adapt to the need for instant access to our products and services. For the time-poor consumer, convenience is the new luxury”, Mr Good added. “We are constantly looking at new ways to provide greater choice and flexibility, trialling new features like Messenger alongside live chat and other existing digital offerings.”
ELC will become one of the first companies to use Facebook’s new feature which allows consumers to click through on an advert in their newsfeed and start a messenger conversation with the relevant company.