Unilever-owned skincare brand POND’S to launch the ‘Smarter Skincare Just For You’ regional campaign, which will integrate POND’S cutting-edge Skin Advisor Live (SAL) AI chatbot for the first time.
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.
The campaign integrates POND’S AI-powered beauty tech solution with Shopee’s engagement tools to deliver an innovative and personalised online shopping experience. Based on their free skin analysis provided through SAL, 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. This provides a simple one-stop beauty solution for consumers who are often overwhelmed with beauty choices online.
The campaign on Shopee Mall will be rolled out in phases across four markets in Southeast Asia including Indonesia, Philippines, Thailand, and Vietnam, starting December.
The sales of skincare products is expected to continue growing at double-digit numbers till 2023 in Southeast Asia . The Beauty & Personal Care category has also consistently seen strong demand on Shopee, as more people start to prioritise self-care and shop online for skincare products more often. These trends have driven more brands to expand their businesses online in order to meet the growing demands of beauty shoppers and find more innovative ways to engage with their customers.
To better serve these consumers who are turning online to research and shop for beauty products, POND’S is bringing the success of its unique Skin Advisor Live AI Chatbot to an eCommerce platform, with Shopee being the preferred regional partner to pilot this initiative across four of its key markets in the region.
Following the launch of SAL on Facebook Messenger across 9 countries last year, POND’S observed that up to 98% of consumers cited that they enjoyed their interactions with SAL. 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. Users preferred the convenience of receiving their customised diagnosis and product recommendations in under a minute by simply uploading a selfie 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. They do not have to rely on trial and error in hopes of finding the best fit for their skin, making beauty an enjoyable experience,” said Rohit Bhasin, Global Brand Vice President, POND’S.
Innovative in-app engagement drives user conversion during Regional Brand Day event The ‘Smarter Skincare Just For You’ regional brand day campaign creates a convenient and seamless in-app shopping experience on Shopee. With just a click of ‘Buy Now’, users can be directed to the product detail page on Shopee Mall to learn more about the product before making a purchase.
Leveraging Shopee’s marketing tools and core engagement features, the digital campaign will also deliver engaging and relevant smart beauty content via Shopee KOLs, social media and co-branded videos. These interactive bite-sized beauty content debunks beauty myths and equips users with knowledge and tips to confidently discover and experiment with beauty products online.
POND’S has also leveraged on the popularity of livestreaming to cut through the clutter online, increase user engagements and drive sales conversion through livestream giveaways and rewards.
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“We are confident that this exclusive partnership with Shopee will help to elevate our brand presence online, thus accelerating our growth in the region. We believe that the future of beauty will integrate more smart technology as consumers themselves become more discerning about the products they choose,” Rohit Bhasin, Global Brand Vice President, POND’S added.