Coty launch personalised beauty via Amazon Echo

Coty Inc. are further embracing voice-driven beauty services with the launch of ‘Let's Get Ready', a new visual skill designed specifically for Echo Show, Amazon's first Echo device with a screen, and available in the UK from this month.

The personalised beauty service delivers over 2,000 unique combinations of hair, eye and skin colour, as well which event the ‘look' is required for. Based on a person's unique attributes and Coty's extensive consumer insight and engagement, Let's Get Ready serves up curated looks, visual ‘how to's' and tips, along with recommended products from Coty's Consumer Beauty portfolio which includes Clairol, Rimmel, Max Factor, Bourjois and Sally Hansen.

Consumers can also add products from each look directly to their Alexa shopping list. In addition, the technology can sync with a user's Facebook calendar to proactively suggest looks for upcoming events, enhancing the ‘personal beauty assistant' experience.

The personalised beauty service delivers over 2,000 unique combinations of hair, eye and skin colour, as well which event the ‘look' is required for.

Commenting on the Let's Get Ready launch, Jason Forbes, Coty Chief Digital and Media Officer, says:

“Digital innovation with a focus on voice and virtual assistants is a key part of our digital strategy as we aim to bring consumers frictionless beauty experiences. We're thrilled to be leading the market with the introduction of a visual beauty skill in the UK, inspiring consumers to both hear and see new beauty looks as well as step-by-step tutorials. Further, this skill allows us to deliver an authentic and personalised experience for beauty enthusiasts that happens near real time, delivering customized looks in the context of a person's lifestyle and personal attributes.”

Nick Sedgwick, Coty Consumer Beauty, GM, UK & Ireland, adds:

“Our Consumer Beauty brands - Clairol, Rimmel, Max Factor, Bourjois and Sally Hansen – are all about helping consumers express ‘your beauty, your way'. Collaborating with Amazon for the Let's Get Ready skill is a perfect way to enable self-expression tailored for each individual with an emphasis on physical characteristics, personal style, trend preferences and specific events.”

Let's Get Ready was developed in cooperation with Amazon by Beamly, Coty's in-house MarTech agency, and OPearlo, an Amazon developer partner.