Neutrogena taps chatbot for personalised product recommendations

Tribal Worldwide Hong Kong has launched a Facebook chatbot to introduce Neutrogena’s latest hydro boost series of products, in a bid to engage with customers prior to making a purchasing decision.The Facebook chatbot acts as a real-time digital beauty advisor that recommends suitable product combinations based on the nature of the consumer’s skin.The initiative aims to bridge the gap between introducing a brand and customers developing an active interest in a product.“To truly add value to a customer’s experience, you have to be there at the right place at the right time with the most relevant information,” said Leo Tsui, head of Tribal Worldwide Hong Kong. “The chatbot is accessible, easy-to-use and very helpful.”The experience completes the customer journey from online or social to offline or retail by guiding consumers towards their purchasing decision, on their terms.[gallery link="file" ids="200357,200358"]“Tribal’s intuitive chatbot experience is the perfect solution for mass-market cosmetic brands like Neutrogena looking to offer customers a more personalised experience,” said Stephenie Kwok, senior brand activation manager at Neutrogena. “We are now able to stay connected with our customers from the introduction via a branding campaign, all the way through to the trial and ultimate decision to purchase a product.”The soft launch took place via Neutrogena’s Facebook page in October. The platform will become a long-term customer engagement channel for one-on-one interactions with consumers. Following its launch, Tribal will roll out a number of major enhancements to the chatbot experience to continue promoting new and existing product ranges.Credits Tribal Worldwide Hong Kong Head of Tribal: Leo Tsui Technical and operations director: Bocys Lam Group creative director: Marco Lam Associate creative director: Tung Lam Assistant art director: Eve Cheung Copywriter: Kelvin Wong Senior account director: Koman Ko Digital executive: Hester Ma Account executive: Coco TsangJohnson & Johnson Hong Kong Commercial director: Xiqiao Nakano Head of marketing: Chloe Kwok Senior brand activation manager: Stephenie KwokJohnson & Johnson Taiwan Digital marketing manager: Michelle Lo