Beauty brands are taking advantage of the extraordinary rise of messaging to personalize their connections with consumers, creating one-to-one conversations with those consumers through Conversational AI. In pursuing this, more than 25 brands have launched a chatbot and all major beauty companies have invested in at least one such project.
Since the launch of Facebook’s Messenger Chatbot platform in April 2016, major beauty brands like Sephora, CoverGirl, Estée Lauder, L’Oréal and more have launched chatbots featuring Conversational AI that enable consumers to search for products and receive recommendations, make customer service requests, and find personalized regimens with the best products for them.
This growth has outstripped any previous expectations. By April 2017, more than 100,000 bots had been published on Facebook Messenger, with many major brands leading the way. Within beauty, the bots deployed spanned skincare, makeup, haircare, retail and media and social influencers.
Why has this happened? Chatbots empower consumers to be heard by brands, but they also allow brands to offer unique functions that help set them apart from the competition. These include: diagnostics and product recommendations, store finders and appointment bookings, personalized notifications, tutorials, tips, selfie analysis and reviews.
This has allowed consumers to better address their needs as they approach the industry’s major brands, and brands are benefitting from higher engagement, more rich customer data and the positive sentiment generated by offering a great customer experience. L’Oreal, for instance, has seen 27x engagement to it’s beauty gifted when compared to email. 14x more messages are sent to Covergirl’s Kalanibot than to the actual social influencer it represents. Sephora further saw consumers book 11% more appointments at their stores through their chatbot.
Beauty executives from some of the major brands mentioned above have also attested to the power of these conversational experiences, both in their ability to create personalized, one-to-one connections and the ease with which consumers can now approach and receive recommendations from a brand. “I believe AI is as big a revolution as the internet itself. It’s going to power more of our interactions with our consumers… [and] get more personalized than we’ve ever been.”