In May 2018, Estée Lauder launched a series of lighthearted marketing messages to help consumers navigate the complex world of skincare.

Although the underlying premise of the communications was typical for a beauty brand, the proposed solution was not. The suggested response involved activating a Google Home interactive speaker, or a smartphone assistant, then making an oral request for an audience with “Liv at Estée Lauder” – a digital service that provides bespoke, individualized skincare advice for every user.

Intended to promote the New York-based enterprise’s Advanced Night Repair anti-aging product, the combination of voice tech and cosmetics excellence guided consumers during a vital phase of the daily beauty regime.