Southeast Asian e-commerce player Shopee has partnered with skincare brand Pond’s (Unilever) to launch a regional campaign that will integrate Pond’s digital AI chatbot tool exclusively on the platform.
Called the Smarter Skincare Just For You campaign, the tool will offer customers a free skin analysis through Pond’s Skin Advisor Live (SAL) AI chatbot. The SAL AI tool gives a skin diagnosis based on a selfie that users upload, and the chatbot then recommends products in under a minute.
Shopee says the service provides a one-stop beauty solution for customers who can often be overwhelmed with online beauty choices.
The campaign on Shopee Mall will roll out in phases across four markets in Southeast Asia, including Indonesia, Philippines, Thailand, and Vietnam, beginning in December.
The Smarter Skincare Just For You regional brand day campaign is positioned as a convenient and seamless in-app shopping experience. By clicking “Buy Now” users are directed to the product detail page on Shopee Mall to learn more about the product before making a purchase.
The digital campaign will also include beauty content from Shopee Key Opinion Leaders (KOLs), social media and co-branded videos. The interactive beauty content is described as debunking beauty myths and giving users the knowledge and tips to shop and discover beauty products online.
Pond’s has also used livestreaming to increase user engagement and drive sales conversion through livestream giveaways and rewards.
Pond’s launched SAL on Facebook Messenger in nine countries last year. Pond’s says that up to 98% of consumers said they enjoyed SAL interactions. The tool generated more than 15 times higher purchase intent compared to its current landing site and shoppers spent up to three times more time on SAL.
Shopee says its beauty and personal care category has seen consistent strong demand as more people turn to self-care and increasingly shop online for skincare products.
Southeast Asia’s beauty and personal-care industry is set to grow in the double-digits until 2023, according to market-research company Euromonitor International.
Unilever’s skincare offer has grown more than 400% year-over-year in Southeast Asian markets like Indonesia and Vietnam, with e-commerce contributing significantly to growth, says Shopee.