Maybelline New York

Driving sales through a hyper-personalised customer experience

Bringing personal in-store experiences online and to scale through individualised product recommendations and experiences custom-tailored for target audiences

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VERTICAL
Ecommerce
USE CASE
Marketing Activation
SOLUTION
Chatbot, CX Analytics

One of the most recognisable brands in cosmetics.

Maybelline is one of the largest cosmetics companies in the world. The company has a huge online following, with their Facebook page clocking in at over 35 million likes.

In mid-2019, Maybelline worked with bot•hello to assist with the launch of their new range of eyebrow products. It was discovered that a large portion of potential customers were unfamiliar with brow products and were unsure of what product best suited them. As a result, Maybelline’s vision was to provide customers with customised product recommendations based on their needs.

Personalising the buying experience at scale

Traditionally, customers would need to visit a reseller for a 15-minute in-person beauty consultation get tailored product recommendations. When facing a nationwide product launch, delivering consults to a large number of customers in a short period is virtually impossible. The process is expensive, time-consuming, and requires a customer to be physically inside a store.

An innovative digital assistant

bot•hello collaborated with Maybelline to create a Chatbot to assist customers in finding their perfect eyebrow product. We accomplished this through a series of questions presented in a highly engaging and on-brand format using GIFs, emojis, and millennial slang.

To ensure the Bot's personality accurately reflected the Maybelline brand, we researched the target demographic on millennial and Gen Z social media platforms, such as Instagram and TikTok. In doing so, we were able to deliver value to both the consumer and the seller, creating a better product match, increasing purchase satisfaction, and fostering repeat business.

We successfully generated a low-cost solution to overcome a business challenge that cosmetic brands have faced for decades.

  • 📩 Targeted mailing list: Maybelline now has a hyper-engaged channel to send content directly to their customers.
  • 📺 Branded GIFs: Maybelline-branded GIFs were used to maintain a consistent brand experience.
  • 📣 Re-targeted broadcast: Users who did not finish the flow received a follow-up message 12-hours later.
96% 📥
Of users received a product recommendation
59% 🕘
Clicked through to the purchase page
9.7k 👀
Unique users throughout the campaign
"We had amazing consumer feedback and could attribute the bot to a sales uplift. Would recommend them to anyone from a global brand to a small business."
Angus Mitchell
Senior Brand Manager (Maybelline)

Ready to take your customer experience to the next level?