The move aims to enhance the personalization of beauty recommendations for social media users, specifically on Instagram and Facebook platforms, with the help of the Superstarbots’ chatbot. The technology serves to enhance engagement, conversion rates and to give a more customized experience for users.
The partnership has been launched through Instagram, using @sknmtch, offering beauty brands customer-first acquisitions through seamless purchasing that means consumers do not have to leave social media platforms.
The technology has been designed to be simple to use. All consumers have to do is comment key words on posts or directly into the DM, which elicits direct replies from the chatbot. Those replies come in the form of questions that can be personalized according to the consumer’s skincare needs, skin type, preferences and goals.
The end of the quiz results in the consumers being provided with a list of product suggestions that meet these requirements.
CosmeticsDesign-USA (CDU) spoke to Estella Benz, CEO and Co-founder of Skin Match Technology and John Preston, Director at Superstarbots, to get some insights about the technology and how it is enhancing both the consumer experience and brand engagement.
CDU: How did the Skin Match and Superstarbots partnership come about? And what are its main objectives?
John Preston: Superstarbots contacted Skin Match Technology about the possibility for a skin care finder for one of their clients. When each company saw the potential and power of combining their services and offering the Skin Match Technology Services across existing social media channels, we decided to develop and offer this product to both our clientele.
CDU: How does the collaboration benefit the end user/consumer?
John Preston: Consumers get instant responses from a beauty brand account regarding their products. They receive fully personalized product recommendations targeting all their needs. The end user gets to engage directly with the brand's existing social media account, an online space that they are already using and comfortable with.
CDU: What are the main benefits for Skin Match? And what about the benefits to the brand's Skin Match works with?
Estella Benz: We are the authority in Beauty Data with the biggest, most detailed, and most structured Beauty Product and Ingredient Database. We are empowering beauty e-commerce in over 20 Countries and can easily add new territories/languages. By combining forces with Superstarbots we are able to provide this data-driven approach outside of e-commerce.
Superstarbots covers everything Social Media Chatbot and we see the importance of Social Media in the customer acquisitions funnel of beauty brands. Enabling Beauty Brands to get personal one step before customers get to their e-commerce site, allows them to connect with their followers on a deeper more personal level before they buy.
CDU: How does Skin Match earn revenue as a business?
Estella Benz: We are a Software Service Provider for the Beauty Industry and license our software solutions on a month-to-month basis. Affordable at any business size.
CDU: Why has Instagram and Facebook been chosen as the preferred social media platform?
John Preston: Instagram and Facebook are the only ones allowing this type of integration and technology at the moment.
CDU: What are the future expansion plans for Skin Match Technology? And how does the business imagine expanding off the back of this specific technology?
Estella Benz: We are further pushing e-commerce excellence in beauty by building solutions that will provide the perfect connection between user, beauty brand and retail to, provide market transparency, inclusivity, and hyper-personalization. We move with our clients and take them to the next level in beauty e-commerce.