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Estée Lauder launches personalised voice experience on Google Home

Estée Lauder has launched a beauty-focused app for Google Assistant on the Google Home device that focuses on personalisation.

The Google Home device
The Google Home device

Estée Lauder has launched a beauty-focused app for Google Assistant on the Google Home device that focuses on personalisation.

The Estée Lauder Nighttime Expert, as the in-home experience is called, offers personalised skincare solutions through voice activation. To try it, users say: “Ok Google, can I talk to the Estée Lauder Nighttime Expert.”

The chat experience then offers them their own nighttime skincare routine and application techniques through a series of questions and answers.

“We are thrilled to collaborate with Google to be at the forefront of creating personalised consumer beauty experiences via the emerging world of voice activation,” said Stephane de La Faverie, global brand president of Estée 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.”

Tricia Nichols, VP of global consumer engagement at the brand, further noted the experience as an expansion of Estée Lauder’s omnichannel efforts, taking them beyond stores and online into the home and into the moment. “Adding voice experiences will unlock the next level of personalisation and help us reach a new generation of consumers,” she said.

The experience at this point ends by encouraging users to try out Estée Lauder’s Advanced Night Repair Synchronized Recovery Complex II serum for free at an Estée Lauder counter, thus driving consumers back to store.

The Nighttime Expert is the first voice app to launch from the brand and is expected in December. Further future experiences will then follow in early 2018. They will be available through the Google Assistant on mobile, in ad units on the Google Display Network and on Esteelauder.com. Supporting media will include YouTube, programmatic and search.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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