Singapore – Another global beauty brand has exclusively partnered with Shopee, and this time, it involves AI chatbots.
Following its Olay tie-up, Shopee has partnered with Unilever-owned skincare brand POND’S to launch the “Smarter Skincare Just For You” regional campaign, which will integrate POND’S skin analysis tech, Skin Advisor Live (SAL) AI chatbot, exclusively on the platform for the first time.
Pond’s said that through SAL – which only requires users to upload a selfie to get started – users can gain a deeper understanding of their skin and be matched with the most effective skincare products, all from the comfort of their homes.
SAL was first launched on Facebook Messenger across nine countries last year, where according to POND’S, 98% of consumers cited that they enjoyed their interactions with SAL. POND’S also said the feature generated more than 15 times higher purchase intent as compared to its current landing site, and consumers were spending up to three times more time on SAL.
Our mission has always been to provide consumers with expert skincare solutions to enable them to look their best every day. When faced with so many beauty choices available online, we understand it can be overwhelming and challenging for consumers to pick the right skincare products for their needs. By integrating SAL, POND’S virtual beauty advisor on Shopee’s robust chat platform, we can help consumers quickly find the products that suit their unique skin type.
Rohit Bhasin, Global Brand Vice President, POND’S
The campaign will be leveraging Shopee’s marketing tools and core engagement features. For a start, SAL carries a “Buy Now” button, where users can be directed to the product detail page on Shopee Mall to learn more about the product before making a purchase.
The digital campaign will also be delivering engaging and relevant smart beauty content via Shopee KOLs, social media, and co-branded videos, where content will revolve around debunking beauty myths and equipping users with knowledge and tips to confidently discover and experiment with beauty products online. In addition, POND’S will roll out live stream engagements through live stream giveaways and rewards.
“This partnership will enable POND’S and Shopee to capture more digital-savvy consumers in the region and drive higher engagement, as e-commerce becomes an increasingly important channel of growth. In the region, e-commerce has contributed significantly to the growth of Unilever’s skincare category, year-over-year, hitting more than 400% in key markets such as Indonesia and Vietnam,” said Shopee in a press release.
We are honored to be the first and exclusive e-commerce platform to partner with POND’S on this innovative campaign. We’re always looking for ways to explore and launch new ideas, tech, and products with brands and to provide fresh experiences for our Shopee users who trust us for a seamless and unique shopping experience. This partnership comes at an opportune time to empower users to invest in quality products catered to their skincare needs through edutainment and promotional deals this holiday season.”
Ian Ho, Regional Managing Director, Shopee
The campaign on Shopee Mall will run for six months and will be rolled out in phases across four markets in Southeast Asia including Indonesia, Philippines, Thailand, and Vietnam, starting December.
