THE WHAT? Estee Lauder has extended its virtual beauty assistant service, known as Liv, to What’s App, according to a report published by Mobile Marketing Magazine.
THE DETAILS The service first launched via Google Assistant-powered devices last spring but, thanks to a partnership with Rehab, is now rolling it out to the popular messaging platform.
“The forward-thinking nature of this digital experience goes beyond traditional communication to provide personalised 1:2:1 beauty advice in a natural, conversational way,” said Emmanuelle Noyer, Vice President and General Manager, Estee Lauder UK & Ireland. “This innovative approach will allow the Estee Lauder brand to instantly connect with consumers with value and meaning while staying true to the brand’s high-touch identity.”
THE WHY? With many beauty counters still shuttered and social distancing being widely practiced, Lauder’s move will widen its audience and enable it to continue to have 1:1 conversations with customers.