The beauty retailer's collaboration with Amazon Echo will show viewers personalized product recommendations in conjunction with the videos they watch, then allow them to add items directly to their shopping cart

Cosmetics company Coty is capitalizing on the popularity of beauty influencers’ makeup, skincare and “get ready with me” videos, launching a new feature with Amazon Echo. The “Let’s Get Ready” skill will provide customers with easy-to-follow video tutorials, and then recommend personalized products based on information like viewers’ hair and eye color. Shoppers can simply click to add the personally curated items to an Amazon shopping cart.

With the enduring popularity of beauty vloggers on platforms like Instagram and YouTube, which allow users to create and share their own content, beauty consumers have a large access to step-by-step guides, tutorials and product reviews from a variety of different influencers and professionals. However, the people in the videos may differ greatly from viewers in terms of not just physical attributes, but also in terms of products they are able to afford.

This pain point is what the “Let’s Get Ready” feature hopes to resolve, marshaling personalization to help customers follow the guides and learn new tips and tricks, adapting the products to suit their specific needs. The skill is intended to act as a personal shopping assistant, enabling viewers to then click to buy recommended products as they view, one of the tactics detailed in PSFK’s Content & Commerce Debrief that retailers are employing to drive sales.

Furthermore, this feature aims to enable potential beauty customers a better pre-purchase experience, letting them see how the product is used and applied, as well as how it finally looks, before deciding to purchase it. For more on how retailers like Coty are driving engagement and sales through providing shoppable content and better-informed shopping experiences, see PSFK’s Content & Commerce Debrief.

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Lead image: watching makeup video stock photo from Di Studio/Shutterstock

Cosmetics company Coty is capitalizing on the popularity of beauty influencers’ makeup, skincare and “get ready with me” videos, launching a new feature with Amazon Echo. The “Let’s Get Ready” skill will provide customers with easy-to-follow video tutorials, and then recommend personalized products based on information like viewers’ hair and eye color. Shoppers can simply click to add the personally curated items to an Amazon shopping cart.

With the enduring popularity of beauty vloggers on platforms like Instagram and YouTube, which allow users to create and share their own content, beauty consumers have a large access to step-by-step guides, tutorials and product reviews from a variety of different influencers and professionals. However, the people in the videos may differ greatly from viewers in terms of not just physical attributes, but also in terms of products they are able to afford.