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.
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.
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